Sustainable Fashion

The term “global warming,” often triggers images of melting glaciers, starving polar bears and forest fires... not our new pair of Moschino jeans in our cupboard, or the latest Nike Air Force we've just bought. Whilst we may not think it, the fashion industry is one of the largest contributors to global carbon emissions; responsible for an enormous 10% annually.

 With the rise in young people’s engagement with environmental activism in the last decade, the fashion industry has come under scrutiny. With more and more young people searching for brands that mirror their own ethical values, retailers have found the need to adapt their businesses in order to meet their consumer base. The increasing demand for smaller, more ethical retailers, has forced bigger companies to adapt to a new market; ASOS have made 100% of their packaging recyclable, whilst Nike have introduced there space hippie collection a collection marketed to be made mostly from trash. The flynit upper of the shoe is made from 85%-90% recycled content including plastic bottles and

t-shirts, the sole is made from 15% grind rubber initially found laying around Nike’s manufacturing plant and the box is made using re-purposed material and plant based ink. The likes of Gucci, Versace and Armani have also made the decision to stop using animal fur in their clothing.

There is light at the end of the tunnel however with selling platforms like eBay and apps like Depop increasing want for sustainable fashion mimicking Instagram’s social connectivity, providing an interface for buyers and sellers alike. The idea of a revolving wardrobe is becoming more widely adopted from recycling, reselling, gifting and swapping clothes. Vestiaire collective (a re-selling platform who takes a smart and sustainable approach to fashion) recently teamed up with Selfridges one of the most recognised department stores in the world. They set up a pop up store letting consumers buy and sell pre owned luxury items something we would have never thought of seeing in previous years.  

 So how can brands be more sustainable? By being conscious of materials used, reducing waste, reducing hazardous chemicals and using organic fabrics. Retailers must look beyond their profit and begin to appreciate the value of our planet.