Not just because the eco-friendly materials used are much better for the planet, but because that tends to go hand-in-hand with better treatment of people making the clothes , too. Not to mention the better treatment of animals. But what does sustainable fashion really mean? It can be applied to business: Can a company keep going while earning the same amount of money?
Currently, the fashion industry is pulling non-renewable oil out of the ground to turn into plastic packaging , polyester threads, and polyurethane shoes, all of which will end up in the landfill within a few years—if not a few months—where they will languish for anywhere from to over a thousand years.
It also cuts down rainforests in Indonesia and Canada to feed into pulp mills, mixing these precious trees with toxic chemicals to create viscose fabric. Fabric mills run on dirty coal and diesel. Dyehouses dump toxic dyes into waterways and kill aquatic life. Leather tanneries in Asia poison their communities and their workers with chromium effluent.
Factories pay their workers such low wages in such poor conditions that they are trapped in a cycle of poverty and poor health. If we keep going like this, we will run out of trees, out of clean water, out of fertile soil, and we will heat our planet so much it will be unlivable. The shocking thing is that this is normal in fashion. While the brand must be consistent in its communications, the marketing messages to either group emphasize different aspects. End of the cycle for luxury brands remains a difficult issue, with many brands putting unsold items in the incinerator, said May Al-Karooni, founder of Globechain, a reuse market place.
If clothes do not sell, some high street brands are willing to remove their labels and sell the items at lower prices. Others give them away to charities, using platforms like Globechain. Yet luxury brands are so focussed on protecting their brand, that heavy discounts are not an option.
Instead, many luxury brands still choose to burn unsold items. If a supplier or manufacturer is discovered to be a major polluter or has a human rights disaster, brands and retailers can no longer get away with feigning ignorance. Since the Rana Plaza fire in Bangladesh, in which over 1, people who were making clothes for companies like Primark and Benetton, lost their lives, the press and consumers have a higher expectation that Western companies will know their supply chain.
That means going to the factories and meeting the people who would cut and sew the clothes you commission. Venture Capitalists are focussing more on sustainability and ethical investing, partly because the institutional investors that invest in VC funds, are pushing them to do so, said Oksana Stowe, Head of True Seed Fund, a leading European retail tech investor.
This reflects the top down and bottom up pressure in sustainable fashion and ethical investing: consumers are concerned about climate change, so the pension funds that manage their money make green pledges.
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Download our app to discover ethical brands and see how your favourites measure up. Join the Good On You community to discover even more ethical and sustainable fashion. Search Ratings. Category: Stories. Share for change FB TW. Welcome to the revolution. Welcome to TheNewSexy. New brands are based on ethical values and have open and sustainable processes.
Perhaps due to active social media, all information found in companies can be found and verified. But what's impressive about this rise in sustainable fashion is that they shake the traditional fashion world and set new rules of the game. It is not enough to look good; it is just as important to do good at the same time. We were recently invited to attend the first Sustainable Fashion Event hosted by Foundry Luxembourg and to host an exhibition on Sustainable Fashion.
It was one of my dreams that I could fulfil. I've always dreamed of doing something like this We were creating outfits, building a playlist, practising for a walk and etc. It was an incredible experience. And what was a cherry pie, the people I worked within this short time. That energy, the spirit, the eye of fashion and style and the incredible team spirit! Such a great experience. Modern casual Cupro outfit together with Alpaca knitwear, natural wool beanie from Myssyfarmi and Zero waste waist bag.
What do you think? Is sustainable fashion boring, or is it actually interesting and attractive to wear in everyday life? My Account free shipping for all orders in EU More info. My Account. Accessories Expand menu Hide menu Accessories. Bags Expand menu Hide menu Bags.
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