The myth of Sustainable Fashion
The 2021 IPCC (Intergovernmental Panel on Climate Change) report shows that human activities are destroying our planet faster than anyone has experienced before, and fashion companies are actively accelerating these changes in different ways. The fast-paced environment that fashion created and has been a part of for decades and the constant purchases by consumers to stay fashionable do not encourage fashion brands to want to do more for the planet and people.
Fashion is one step behind when talking about sustainability and is the second most polluting industry in the world. Hence, the most eco-friendly brands say that there is no such a thing as sustainable fashion. This is happening not because we don’t have enough technology, but because brands don’t want to invest time and money to have a truly positive impact, such as paying living wages, increasing supply chain transparency and taking accountability for products end-of-life, in addition to thinking about recycling materials.
Forecast companies say that consumer perception has changed due the pandemic, and there is now a demand for sustainable and ethically-sourced products. The opportunities in this area are endless and, although there is no guide line, no one-size-fits all solution to sustainability, each brand needs to analyse its processes and be conscious about its own negative impact. There is no good or bad, the in-between is more than welcome when talking about sustainable fashion, the only thing that fashion does not have time for is greenwashing, the act of providing misleading information about how eco-friendly the company is.
Sustainability does not have an end, it will continue as the company grows. So the sooner you start, the easier it will be, and as we are running out of time, you should start now! Embrace the challenge that today’s times ask for.
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