Fashion's Journey Towards A Sustainable Future

Written by Megan Cascio

The Shift to Sustainability in Fashion

Climate change is real and consumers are using their purchasing power to drive the sustainable movement throughout the fashion industry, establishing new trends. Brands are integrating alternative materials and production practices to reduce environmental impact. Consumers continue to become more conscientious of the fashion industry’s role in climate change and how their purchasing habits impact the global society.

This has emboldened us as consumers to insist on change. As demand for these products and practices increases, so will their availability which will lower price points making mass adoption more viable. Since people are major contributors to climate change, we are obligated to curb our negative habits in efforts to preserve our environment for future generations.  

The Impact of Climate Change on Fashion

Environmental Challenges in Material Production

Climate change and sustainability are interconnected topics, particularly in the fashion industry. This relationship manifests itself in several ways. First, the fashion industry is one of the largest polluting industries around the world. The industry heavily relies on global supply chains for material acquisition, often sourcing materials from several countries to balance both the quality and affordability of their products.

Additionally, the growth of raw materials such as cotton and wool take a toll on the environment. Conventional production methods require vast amounts of water for processes like dyeing and finishing, while significant energy is consumed in manufacturing. Climate change, driven by resource overuse and other factors, leads to unpredictable weather patterns which further strain these already depleted resources. Natural fibers need specific growing conditions to optimize yield.

Waste and Fast Fashion

Cotton, the most used fiber in fashion, is especially sensitive to increasing temperatures. Already known as a “thirsty” crop, cotton production requires even more water through irrigation when the temperatures increase. Additionally, the fashion industry is notorious for generating considerable waste, particularly textile waste from discarded garments exasperated by the fast fashion sector.

The fashion industry recognizes the need to make a significant shift towards sustainability. This includes transitioning to renewable energy sources, using organic and recycled materials, reducing water consumption, and promoting sustainable consumption habits. Technology and innovation also play a crucial role in this transformation. For instance, improving the manufacturing process, developing new textiles, investing in carbon capture technologies, or using AI to reduce overproduction by predicting sales more accurately will help reduce waste.

Images courtesy Aptean

Embracing Slow Fashion and Ethical Production

What is Slow Fashion?

Consumers need to embrace sustainability through slow fashion as well. Slow fashion is an approach to clothing that values quality, longevity, and ethical production, contrasting with the mass-production methods of the fast fashion industry. It is aligned with heritage methods of making clothes, which involve traditional, even hand-crafted, techniques making garments that are built to last and are passed down through generations.

Despite the continued prevalence of fast fashion, the slow fashion movement is gaining traction and gradually transforming the industry by prioritizing sustainability over speed and profit. Slow fashion and heritage clothing methods are intertwined, offering a more sustainable and ethical alternative to fast fashion.

Consumers Role in Sustainability

Ultimately, the relationship between climate change and sustainability in fashion is a complex one. Tackling these issues requires systemic change and collaboration from all stakeholders, including brands, manufacturers, consumers, governments, and non-governmental organizations (NGOs).

Governments around the world are imposing stricter regulations on industries to reduce their environmental impact. This includes rules about supply chain transparency, waste management, use of hazardous materials, and emissions of greenhouse gasses. Companies that are able to comply with these rules more effectively and efficiently, are likely to have a competitive advantage.

The regulations are meant to hold companies accountable for their environmental and social impacts. Those that fail to act responsibly risk damaging their reputations, losing customer trust, incurring fines, and face backlash from investors and customers. On the other hand, companies that demonstrate a commitment to sustainability can enhance their reputations and build stronger relationships with their stakeholders.

Image via deloitte.wsj.com

The Role of Regulations and Accountability

As consumers are becoming more educated about the impact the fashion industry has on the environment, companies are being held accountable resulting in lost sales when real change is not made. To remain competitive, fashion companies and brands must operate sustainably. This need is driven by consumer demand and influenced by several additional factors such as regulatory pressures, supply chain resilience, corporate responsibility and reputation, efficiency, and innovation.

Every year, more consumers are prioritizing sustainability in their purchase decisions and using their buying power to let brands know they demand sustainable fashion. Younger generations, particularly millennials and Gen Z, have shown a clear preference for brands that demonstrate social and environmental responsibility.

A 2023 report from NielsonIQ and McKinsey, looking at five years of data from 2017 - 2022, showed that consumer spending significantly increased when products were labeled with environmental, social, or governance initiative claims. Smaller brands with sustainability statements had a disproportionately larger increase in sales.

This is because consumers see the effects of climate change and do not want to be contributors to the problem. Instead they want to buy products that are made in an environmentally and socially responsible manner. As a result, fashion companies that can demonstrate their commitment to sustainability are more likely to attract and retain these customers.

Innovation Driving Sustainability

Alongside consumer demands for sustainability, climate change and resource scarcity are also motivating factors in the fashion industry. Using sustainable materials and practices will help companies meet their customer’s demands for eco-friendly garments while reducing waste and energy consumption.

Embracing sustainability often requires companies to innovate - whether in terms of materials, processes, or business models. This innovation can give companies a competitive edge and help them stay ahead of trends and adapt to future changes in the market or regulatory landscape. 

Left: Sandblasting, Image via achact.be; Right: Laser etching, image via cottonworks.com

Technological Advancements

The sustainability movement in fashion, originating from a combination of societal, economic, and environmental developments, first came into focus with a heightened awareness of labor rights in the latter half of the 20th century. This was particularly driven by the spotlight on exploitative conditions in textile and garment production factories in developing countries.

Early advocates for sustainability like Patagonia, founded in the 1970s, intertwined environmental stewardship into their brand ethos from the start. As this movement evolved, it started addressing the health implications of various production techniques. 

Case in point is the phasing out distressing techniques like sandblasting, a practice once common in the industry but now known for its harmful impact on workers' health. Today, it has been replaced by the more environmentally and worker friendly method of laser etching, further bolstering the industry's commitment to both social and environmental responsibility.

Until recently, many companies used sustainability as a marketing tactic. This process of disingenuous labeling to purport sustainability is called greenwashing. Some brands took advantage of the minimal legal requirements in labeling around sustainability and made claims about their products or lines that were misleading. For example, a company could label their garment saying that it used recycled materials even if only the paper in the hangtag was recycled.

Consumer advocacy groups are working to educate the public and close loopholes. People not only demand that their fashion purchases are made from materials that are more environmentally friendly, but they want the production methods to incorporate the same philosophy.

Despite the negative impact from greenwashing, sustainability has become a key selling point for many fashion brands. Brands are incorporating authentic sustainability into their marketing messages, promoting their use of sustainable materials, ethical sourcing, and other eco-friendly practices. They are also including details about their supply chain and carbon footprint to offer further transparency.

Stories about how products are made, who makes them, and the positive impact buying them has on the environment and societies are becoming increasingly common. The intent is to make consumers feel good about their purchases and form a deeper connection between the brand and its customers.

Collaboration and Certifications

Consumers have been the driving force behind these changes and have pushed their elected officials to strengthen regulations that force companies to be truthful in their environmental claims. These changes require fashion companies to make significant capital investments to update their infrastructure to support the newer and more sustainable methods.

Brands may obtain certifications from recognized bodies that attest to their sustainable practices, such as Bluesign. These certifications, displayed on product labels or websites, provide reassurance to consumers about the brand's commitment to sustainability. Brands collaborate with environmental organizations and/or initiatives to underline their commitment to sustainability.

Image via researchgate.net

Leading Initiatives in Sustainable Fashion

United Nations Alliance for Sustainable Fashion (UNASF)

The United Nations Alliance for Sustainable Fashion (UNASF) actively works to promote sustainability in the fashion industry. They have successfully coordinated initiatives and methods to encourage fashion industry stakeholders, including brands, retailers, and suppliers, to commit to a Sustainable Fashion Charter. The charter aims to drive collective action towards sustainability by focusing on areas such as climate change, circularity, and responsible supply chain management.

UNASF developed a roadmap for the fashion industry to transition towards sustainability. This roadmap encompasses several aspects, including sustainable design practices, responsible sourcing of materials, reducing waste and pollution, and promoting fair labor conditions. UNASF is committed to change the path of fashion, reducing its negative environmental and social impacts, and driving fashion to implement the Sustainable Development Goals.

The alliance works with governments and policymakers to advocate for supportive policies and regulations that promote sustainability in the fashion industry. This includes initiatives to promote sustainable procurement practices, eco-labeling, and addressing environmental and social issues that are related to fashion production.

By fostering partnerships, the alliance aims to leverage collective expertise and resources to accelerate the adoption of sustainable practices across the fashion industry. The alliance strives to drive behavioral change among consumers and industry partners by advocating for sustainable fashion practices and highlighting the importance of responsible consumption.  

Sustainable Apparel Coalition (SAC) and the Higg Index

The Sustainable Apparel Coalition (SAC) is a global alliance of apparel, footwear, and textile companies, committed to improving environmental and social sustainability throughout the supply chain. They work in partnership with other organizations to promote sustainability in the apparel industry.

SAC coordinates initiatives to promote change within the industry. SAC encourages collaboration among stakeholders, including governments, NGOs, brands, retailers, and consumers to drive sustainable innovation and share best practices. Alongside this, SAC provides educational resources and training to help companies implement sustainable practices effectively.

Image via worldly.io

SAC developed the Higg Index, a suite of tools that enables companies to measure and assess the environmental and social impacts of their products and supply chains. It includes modules for assessing product sustainability, labor conditions, and environmental impact. The Higg Index is a revolutionary universal standard for members of the fashion sector interested in converting to sustainable methods to measure their success. 

There is a strong focus on the reduction of hazardous chemicals in the apparel industry. SAC provides guidance on chemical management best practices and promotes the adoption of safer chemical alternatives. They work towards improving social and labor conditions in the apparel industry. Most of this is done through collaborating with stakeholders to develop and promote industry-wide standards and initiatives that support fair labor practices, safe working conditions, and workers' rights. 

Promoting transparency throughout the fashion industry, SAC encourages member companies to optimize their supply chain and improve transparency by sharing information about the social and environmental impacts of their products. This is followed up by helping consumers make informed choices and encouraging companies to improve their sustainability performance. This can include promoting responsible sourcing practices and encouraging the adoption of circular economy principles. 

A Collective Effort for a Greener Future

The industry has made great strides in sustainability.  These efforts result in long term saving for the consumer and the planet. Many brands now provide transparency to their supply chains, endorse ethical sourcing, fair trade, and carbon footprint reduction. Continued efforts and collaboration will lead to further innovation and improvement throughout the industry.

While the initiatives being used in the fashion world are promising, it is important to note that the fashion industry still has a long way to go towards sustainability. The industry's current business model is based on continuous consumption and fast fashion and needs to fundamentally change to make a substantial difference in fighting climate change.

Join the movement towards sustainable fashion. Explore how your brand can adopt eco-friendly practices by listing on Fashion Index today.