Brand Sustainability: What Makes a Fashion Brand Sustainable?
Fast fashion brands continue to evolve. They are super-trendy and easy on the pocket. And they are favourite amongst customers.
The increase in the clientele of fast fashion brands comes at a cost, not to the consumers or the producers, but to the environment. This does not, however, slow down either party, resulting in the growth of fast fashion being as rampant as ever. This industry is expected to be worth a massive $185 million by 2027.
With this widespread phenomenon gaining more popularity, environmentalists have raised serious concerns. They are urging authorities to find ways to limit its damage.
Luckily, compared to other pollution-heavy industries, fashion is one where the adoption of sustainable approaches is relatively easier.
What is brand sustainability?
Brand sustainability is an approach towards doing business where the aim is not just to reap profits but also to have a responsible attitude towards its workers and the environment.
When a brand is sustainable, it will show a clear intention to reduce its negative impacts on the planet and society. It will make an effort to minimise its carbon footprint by reducing waste, conserving energy, sourcing materials sustainably, and bringing down carbon emissions. It will also use eco-friendly packaging, promote recycling, and apply sustainable supply chain practices.
At the same time, it also means that its workings and business practices are ethical. It includes promoting fair labour practices, supporting diversity and inclusion, and ensuring safe working conditions.
A sustainable brand is transparent with its practices. It engages with consumers continuously to educate them about sustainability issues and encourage responsible consumption. Such a company encourages innovative practices to reach its goals.
Sustainability requires commitment so that the brand contributes positively to the planet and society while taking nothing away from its long-term success
What Makes a Fashion Brand Sustainable?
There is so much a label can do to call itself a responsible sustainable company. Some steps are discussed below.
Introducing sustainable materials
It is heartening to see efforts being made by some companies to incorporate more sustainable fibres as raw materials in the manufacturing processes. Plant-based fibres like cotton tend to be safer for the environment than their synthetic counterparts like polyester and nylon laden with microplastics.
Many more innovative solutions are springing up around the world to counter the threats posed by fast fashion.
CELYSTM compostable fibre, for example, is a material developed by INTIMITI AUSTRALIA PTY LTD. It is a high-tech innovation that promises to reduce the fashion industry’s carbon footprint and help it attain sustainability. At the same time, the use of such materials will help brands attract more environmentally-conscious customers.
Bringing down waste generation
It is the rate at which this industry produces waste that sends alarm bells ringing for most environmentalists. There is a dire need for fashion companies to work on ways to reduce their waste generation.
The use of second-hand recycled material from thrift stores can be both economical and environmentally friendly.
Overproduction and overstocking are also issues that grip fast fashion brands. Using newer software to manage inventory and predict future demand can help companies produce the required amount of clothes, saving costs as well.
Companies can also employ waste management services, which handle and dispose of the waste in a safer manner.
Cutting water consumption
Earth.org claims that the fast fashion industry uses a whopping 93 billion cubic meters of water and is forecasted to only increase with the spread of the fast fashion phenomenon. A large strain on the already depleted clean water resources such as this one is not sustainable at all and can not be supported for long.
Water recycling systems are the way forward to help solve this issue and technologies like closed-loop water systems can significantly reduce water usage.
Another solution is for conventional cotton to be replaced by organic cotton which uses 91% less water to grow. The production processes of jeans use a shocking 2900 gallons of water. This is why some companies are coming up with the concept of “low-water jeans” that shift from the conventional production methods and use 65% less water.
Using natural dyes
In the fashion industry, natural dyes are the ones made from renewable and biodegradable sources. These include animals or plants and the resultant dyes are safe from toxic chemicals used in the synthetic ones.
These dyes are usually derived from sources such as tree bark, flowers, fruit skins, or even fungi.
Due to its long-lasting colour and its ease of use, the most well-known plant for natural dye extraction is Indigofera Tinctoria found in the warm and humid lands of Southeastern Asia. Apart from Indigo, another popular natural dye source is the Terminala Chebula tree located in the Himalayas.
Unfortunately, these dyes are not as common as the synthetic ones.
Using recycled packaging
With their current carbon footprint being a load on the environment already, numerous companies in the fashion sector are making efforts to minimise their impact in all stages of production. An important task for any company is to have eco-friendly packaging for their products to build an image that aligns with sustainability.
The importance of substituting plastic bags can not be overstated. The United Nations Economic Commission blames packaging to be the source of 40% of plastic waste. This waste takes years to decompose, releasing harmful chemicals in the process.
Compostable packaging provides brands with a safer packing material made from innovative or natural plant-based materials that decompose more easily. Another cheaper alternative is using less packaging. With the rise of online retail, we see products wrapped in more layers of plastic than necessary. Taking steps to reduce a company’s plastic footprint goes a long way in the move towards sustainability.
Designing for durability and longevity
A new trend in the fast fashion industry is disposable fashion. This means clothes are worn very few times before they are discarded and replaced by new ones.
Fast fashion customers all flock to buy the latest clothes with great frequency.
A label focusing on the durability of its product will stand out amongst the many fast fashion brands, as its focus will be on sustainability. Increasing the longevity of clothing items involves creating stylish, long-lasting products, which reduce the frequency of purchases and waste.
The most effective way to ensure the durability of clothes produced is by choosing resilient fabrics like organic cotton, hemp, wool, and certain synthetic blends.
Using double-stitching and ensuring proper fits helps maintain the garment’s shape and longevity. The focus should be on timeless designs that always stay in vogue and versatile pieces that can be worn in multiple ways or for different occasions.
It is also beneficial to educate customers and offer them detailed garment care instructions to help maintain the garment for longer.
Employing ethical production practices
This is an essential step towards making the fashion industry more sustainable.
Fashion brands should pay fair wages, provide safe working conditions, and prohibit child and forced labour in their production facilities.
The manufacturing process should also be energy-efficient and should adopt renewable energy sources.
These practices not only protect workers and the environment but also improve the reputation of any brand and help it achieve sustainability.
Final Word
Fast fashion brands need to step up and take responsibility. These companies need to play their part in helping the environment. Switching to sustainable practices is the only way forward. It is the only way to make sure that our future generations inherit a greener planet; a planet that is healthy and thriving.
By taking the steps discussed above, these brands can effectively reduce their carbon footprint. They can improve the reputation of their names, attract eco-conscious consumers, and ultimately earn long-term success. And by doing so, they will not only help the environment but also set a powerful example for the entire industry.
