Magazine dossier

Sustainable

FASHION

What does sustainable fashion actually mean?

Here's everything you need to know!

Buy less. Choose well. Make it last.

nº

Vivienne Westwood

Yara Alves 11ºB

Title 1

How did the concept of sustainable fashion start?

The concept of sustainable fashion has gone beyond a trend, and become a business for the industry. In a 2022, 35% of customers in the U.S. reported that they would be willing to pay significantly more money if the clothing line is eco-friendly or sustainably produced. Customers are, clearly, actively participating in reducing the environmental impact of fashion. As a result, brands also need to look forward to enter this industry and upgrade their knowledge of sustainability in fashion. This can help brands through this significant change in the way they do business.

What is sustainable fashion?

Sustainable fashion is a term that’s increasingly used these days, as we all become more and more aware of the serious environmental impact of our clothes —with the industry responsible for a shocking 4 to 10 percent of global greenhouse-gas emissions every year. It is an all-inclusive term that refers to products, processes, activities, and stakeholders (policymakers, brands, consumers) aiming to achieve a carbon-neutral fashion sector based on equality, social justice, animal well-being and ecological integrity. It addresses the entire product lifecycle process, which includes the way the clothing is produced, consumed, and disposed of in landfills in a way that has minimal impact on the planet.

Title 1

79

trillion

Responsible for

8-10%

litres of water are used annually

2nd

of global carbon dioxide emissions

largest consumer of water in the world

$500

35%

billion

of all ocean microplastics originate from sythetic material

lost globally due to under use and lack of recyling

Title 1

Why is sustainable fashion important?

Less environmental impact

Fashion industry is one of the largest polluters globally, contributing to water pollution, deforestation, greenhouse gas emissions and waste generation. Sustainable fashion aims to minimize these impacts by using eco-friendly materials, reducing energy and water consumption, and implementing recycling and upcycling practices.

Sustainable fashion is essential for creating a more ethical and environmentally friendly fashion industry that can meet the needs of current generations without compromising the ability of future generations to meet their own needs.

Longevity and durability

Conservation of resources

Fast fashion encourages consumers to buy cheaply made clothing that quickly falls apart, leading to frequent replacements and increased waste. Sustainable fashion prioritizes quality over quantity, emphasizing durable materials and timeless designs that last longer and reduce the need for constant consumption.

Traditional fashion production consumes significant amounts of water, energy and materials. Sustainable fashion focuses on minimizing resource consumption by using recycled materials, adopting more efficient production methods and reducing waste.

Title 1

Vinted promotes reuse by helping you keep fashion and other items in circulation for longer, which is a key way to reduce the emissions produced by the fashion industry. They say that "Choosing second-hand instead of buying new is better for your wallet, your wardrobe, and the climate". Your unused items don’t deserve to end up in the bin or at the back of your wardrobe. Giving them a second life doubles the enjoyment without doubling the manufacturing emissions.

In 2024, Adidas aims to replace all the virgin polyester with recycled polyester. Additionally, since 2015, Adidas has been collaborating with the environmental organization 'Parley for the Oceans', which uses 'Parley Ocean Plastic' as a substitute for virgin polyester. In 2022, Adidas produced nearly 27 million pairs of shoes with this plastic.

H&M is moving away from its fast fashion roots with the Conscious collection, made of materials like organic cotton and recycled polyester. By using eco-friendly fabrics and more sustainable production methods, the company hopes to reduce its environmental footprint. Customers can also recycle unwanted garments at H&M stores and get a discount for a future purchase. As a whole, H&M has a goal to use only sustainably sourced materials by 2030.

Denim is notorious for requiring huge amounts of water to create one pair of jeans, but Levi’s new collection, Water<Less, uses up to 96% less water. For this and all of its products, Levi’s is working towards 100% sustainably sourced cotton and recycle old jeans.

Title 1

The myth of sustainable fashion

According to a Harvard Business Review 2022 article, top brands like Zara offer around 24 clothing lines in a year and H&M offers 12-16. They also refresh their collections frequently. Moreover, popular sites like Shein sell tops for 5€, dresses for 10€, and jeans for 15€, making Zara and H&M appear expensive and slow. Therefore, as long as overproduction is the most profitable path, brands are unlikely to hit the brakes and become truly sustainable. This is the biggest reason why sustainable fashion is still a myth.

Title 1

thank you!

https://www.forbes.com/sites/blakemorgan/2020/02/24/11-fashion-companies-leading-the-way-in-sustainability/?sh=4c4aee606dba https://sustainabilitymag.com/articles/top-10-sustainable-clothing-companies https://emeritus.org/blog/sustainability-sustainable-fashion/ https://www.vogue.in/fashion/content/vogues-ultimate-guide-to-sustainable-fashion https://company.vinted.com/sustainability https://www.greenelement.co.uk/blog/how-to-be-a-sustainable-fashion-brand/