Sustainable fashion has grown rapidly in popularity and affordability in last few years. As consumers become more connected to the moral ‘stories’ behind their fashion choices, clothing manufacturers must make a choice between turning a blind eye to the planet (and their customers) or making products that are more sustainable and ethically conscious.
Future Cloth
No longer convinced of the advantages of traditional fabrics such as cotton, consumers are turning to more environmentally friendly options such as bamboo. The future of material is here, and ‘old guard’ fabrics are not any longer the standard for most ‘it’ fashion crews.
Future fabrics are sustainable, ethically sourced, and endlessly versatile. From hemp t-shirts and socks to bamboo underwear and socks, there is a convenient way for you to show and wear your care.
Many of these fabrics are also better at keeping body temperature consistently regulated. Natural fibers are known for their moisture and sweat-absorbing abilities, and are the choice for people living in humid, tropical climates.
Green & Clean
Fast mode has earned in a population hungry for affordable and cheaply produced clothes and accessories, often at the expense of the planet. The fast fashion retailer’s manufacturing and supply chains are littered with ethical landmines, and even a cursory dig into a well known retailer’s processes can uncover some disturbing details.
Sustainable fashion aims to reduce reliance on resource-intensive materials used for most fast-fashion items and non-renewable energy that powers and processes these materials. The use of resources to produce properties such as cotton has come under intense scrutiny in last few years, particularly with news of diminishing water reserves and changing climate patterns.
To beat dependency on resource-hungry fibers such as cotton (and leather/leather), many manufacturers are turning to bamboo, silk, hemp and machine-made fibres. These options have advantages beyond convenience and price – most are easy to grow, and options like bamboo require very little space and resources to turn them from raw materials to finished products.
The Rise of the ‘Informed Consumer’
Another factor affecting the absorption of continuous mode is the rise of the ‘informed consumer’. The availability of digital news and data sharing has led to a golden age of customer advocacy, where information with regard to supply chain processes and the properties of your favourite fashion productions can be found online.
Informed consumers choose sustainable fashion to come without the heavy ethics of mass-producing clothing. Sustainable fashion producers are often too keen to reveal where their materials come from, and will often provide information about working conditions, including payment of living wages.
By reducing the moral burden of fashion items on potential consumers, apparel manufacturers build a more educated customer base, with an eye to the future.
Parallel lines
Big box clothing manufacturers and retailers are also joining forces in pushing for sustainable fashion choices. Ubiquitous stores such as H&M, Zara, and Uniqlo all produce parallel clothing lines that aim to capitalize on the growing interest in sustainable fashion, and these things are positioned differently from their usual counterparts.
Parallel lines allow retailers to test the interest and appeal of their more sustainable and ethical choices – which can only be a good thing if it leads to changes that drive companies.
Sustainable fashion has become more than simply a throwaway phrase. For many, it represents a new and ethical way to consume, without causing further environmental or social harm. As retailers begin to reap the benefits of their shift to more sustainable options, the technological and investment potential of sustainable fashion increases, driving down prices and leading to greater access and affordability for all.
