While most of this blog may seem depressing because of environmental and social impacts that come from the fashion industry, there is hope. The growth in ethical consumption behavior and sustainable fashion is increasing. To an outsider, “fashion and sustainability may seem like two inherently contradictory concepts; the former is defined by hedonism and short product life cycles, especially in fast fashion, while the latter implies ethics, durability and the reuse of products” (Lundblad). Sustainable fashion is not easy to define as the concept encompasses a variety of terms like organic, green, fair trade, sustainable, slow, eco and so on which all attempt to highlight the wrong doings of the fashion industry such as animal cruelty, environmental damage and worker exploitation.
Many brands have taken on sustainable initiatives and have created new business models that involve new processes in order to minimize their impact. Consumers are also becoming not only aware but have developed a sense of responsibility when it comes to shopping.
Patagonia is a widely known example of how a company can make clothing sustainable while also generating profit. Their success stems from their mission statement,
“Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis”
They monitor every aspect of their company through their Corporate Social Responsibility sector from raw material sourcing to how they sell their product in retail. They have been selling fleece clothing made from post consumer plastic sofa bottles since 1993. This recycling process takes clear plastic bottles made of polyethylene terephthalate (PET), melts them, and reconfigures them into fibers that can be woven into fabrics and other applications. Between the years of 1993 and 2006, it is estimated that 86 million soda bottles were saved from a landfill. While this is a great example of how a company can withhold a high standard of efficacy, this great social and environmental responsibility comes with a cost. Because they don’t participate in sweatshops and recycle, their products come at a higher price which can limit their range of customers as well as create a sense of “luxury.” While this is one of the “higher end” companies, it gives a great example of how brands can make a difference, where little changes in the life cycle can create a large impact.
Citations:
Lundblad, L., & Davies, I. A. (2015). The values and motivations behind sustainable fashion consumption. Journal of Consumer Behaviour J. Consumer Behav., 15(2), 149-162. doi:10.1002/cb.1559
Claudio, L. (2007). Waste Couture: Environmental Impact of the Clothing Industry. Environmental Health Perspectives, 115(9), A448-A454.
Patagonia