From 1 to 10, how likely are you to be sustainable? 🛒 🚯 🌎
Sustainability. Ethical and slow fashion. Vintage. Fair brands. Do these words sound familiar? Probably a lot If you are close to the industry.
We wanted to put a face to the name and hear solid arguments from people very involved in the topic so we attended The Fashion Law Chronicles event at Condé Nast College of Fashion & Design last week. We discussed the danger of consuming ‘Ready-to-wear’, the importance of eliminating synthetic fibres from the manufacturing process and how we, as fashion consumers who also care about the environment, can contribute to this change by swapping a few shopping habits.
"Whereas in other industries is easier to have a control, in fashion can be quite more difficult to track the origin of a piece of clothing since every element used can be produced in a different region or outsourced across different suppliers."
Common Objective CEO, Tamsin Lejeune, provided very insightful best practices to the audience and she threw some light on the fact that how big supplier chains still are roughly far away from assuming a sustainable producing process and much more to educate the decision making of the customer.
"Commonobjective.co is an intelligent business network for the fashion industry. Our technology matches members with the connections and resources they need to succeed - and makes it easier for them to work in the most sustainable way."
Fashion revolution a global movement with 2 million members calling for greater transparency, sustainability and ethics in the fashion industry. Last year, they launch a very successful campaign called #WHOMADEMYCLOTHES? with more of 113k users on Twitter asking to fashion brands.
Among many other, there's a few fashion companies operating in the market that have undertaken a more committed vision and have put sustainability into the core of their business:
‘At Reformation we think about all the costs in creating fashion—not just the price tag. RefScale tracks our environmental footprint by adding up the pounds of carbon dioxide emitted and gallons of water we use, and pounds of waste we generate. Then we calculate how Reformation’s products help reduce these impacts compared with most clothes bought in the US.’
‘Every year in the UK, every household throws away 35kg of clothing a year. That’s the same as 90 pairs of jeans. That’s a lot when you consider the population of the UK is over 64 million people. OUR DREAM IS TO RECLAIM, REDUCE AND REUSE 10 BILLION ITEMS.’
How can we, as individuals, slow down the throwaway culture and thrive on creating a more sustainable fashion?
As a Customer
-Look for better quality clothing
-Buy and keep hold of them (they last for ages, you’ll see)
-Consume second-hand fashion
-Buy to small designers, thrift shop, garage sales...
-Avoid massive retailer’s chains with low sustainable conditions
-Regulate water machines at home
‘Luxury brands used to present a slow fashion model but the business has roughly changed over the last times. Even though their production chain is not massive it does not mean they apply sustainable production’.
As a media or influence platform
-Educate the ‘decision making’ of fashion consumers
-Celebrate when people are more sustainable
-Promote more sustainable consumer approach towards to fashion industry, create a stigma
-Include vintage references within editorial content and promote slow fashion
‘Celebrities have status and reach thousands of people on their social media channels and media shootings. If we can engage them plus the 2 million people within the Fashion Revolution movement we can set a different mindset.’
As a brand or designer
-Erase synthetic manufacture
-Invest in tech improvements
-Reduce plastic waste and invest in recyclable materials
-Be more aware about water washing and dyeing fibre's dangers
-Change consumer’s expectation
-Relocate producing process and suppliers from developing countries.
‘#LFW promotes a slow fashion model because it´s set twice a year and it does not refer to any specific system.’
If you have a look to the market, you will see such smart initiatives helping to push this concept farther. We were astonished when coming across a fashion brand whose pieces literally grow with the kid. Petit pli is an origami-styled clothing line consisting in pleated lightweight fabric with the technology that it expands in two directions, allowing the garment to move with the child. The genius behind this sustainable company that concentrate the seven sizes that children need in their two first years into just one clothing piece is Yasin, who’s used his aeronautical degree to tackle an environmental issue and save thousands of money from the parents in their babies.