Sustainable fashion continues to grow in popularity as consumers become more aware of ‘fast fashion’ and the negative impact this can have on the environment and our planet. There is also a greater awareness of how much waste and landfill fast fashion garments generate.
The continued drive to reach net zero and focus on climate change is another reason brands are reviewing their processes and their own contribution to sustainability.
What is sustainable fashion?
Sustainable fashion focuses on the environmental and social responsibility as part of the production process. This includes how the clothes are designed, created (labour practices) and distributed.
What should the consumer be looking out for when shopping for eco-friendly fashion? What key points can you look for on a website to ensure you are buying from a fashion brand that invests in eco-friendly and sustainable fashion?
A CSR policy
Look for a Corporate Social Responsibility (CSR) policy. This basically means that an organisation is committed to being socially accountable to their stakeholders and the public. The initiatives vary but can cover volunteerism, sustainability and other ethical business practices.
Environmental
Caring for our environment and planet is a key objective for eco-friendly brands. This not only includes the materials used such as organic cotton or recycled materials, but also how is the company reducing their carbon footprint?
Know and understand the materials that you are wearing, for example less water and pesticides is used for organic cotton, than standard cotton.
Try and look for specific certifications from the Global Organic Textile Standard (for cotton and wool), Forest Stewardship Council (viscose) and Leather Working Group (for leather). These certifications ensure the materials used to make your clothes have a lower impact on the planet.
Recycling
Some brands will promote a return and recycle unwanted clothes scheme, often to their bricks and mortar stores. This encourages that recycle (or circular) element, while reducing landfill and waste within the fashion industry. Recycling is more important than ever, with less than 1% of materials used to make clothes getting recycled each year.
Some stores provide a monetary incentive as a thank you for returning clothes. A thank you voucher to spend towards your next purchase.
If the clothes are wearable, the garments will be classed as ‘rewear’. If they cannot be worn again, they are classed as ‘reuse’ and turned into other products.
Labour practices – fair wage, safe working conditions
Consumers are opting for brands that promote safe working practices and conditions. Where are the clothes are made and what processes and policies are in place for safe working conditions? There has been several documented examples of fashion brands using suppliers with less than ethical working conditions. Whether the company knew about them or not, a high level of communicated transparency is key.
Specific C02 or science based targets
Have a look around the website...- Does the brand detail any initiatives or specific goals for reducing carbon emissions or reducing environmental impact? For example, New Look actively promote their ESG and sustainability commitments, along with information such sustainability reports, inclusive culture, positive local impact, governance and how they are a responsible business.
Longevity
The quality of product is always key, but with fast fashion and items not withstanding a couple of washes, emphasis has shifted towards quality and longevity, rather than quantity of churn and burn. This has also reduced the excessive waste. Buy garments to last rather than wear once.
Sustainable fashion is here to stay and everyone can contribute and play their part towards helping the environment and reducing climate change.
Much of the work in this sector is about understanding, action and effective communications. That’s where CWA comes in. We are specialists in making the complex simple and helping you communicate effectively. Feel free to get in touch today.
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