Introduction – Sustainable Fashion Business
With regards to a larger picture where people are becoming more aware of their surroundings, the fashion sector is changing more than ever. Eco sustainable fashion brands are no longer a niche market, it simply is the need of the hour. In this article, we will break down the intricacies of improving sustainability in your fashion brand, from acquiring sustainable materials to enforcing sustainable practices.
Understanding Sustainable Fashion
Sustainable fashion is defined as designing, producing, marketing, and using clothing, shoes, and jewelry in environmentally and socially responsible manners. It means more than just using recycled materials and puting towards the environment.
The Importance of Sustainability in Fashion
The fashion sector is tragically one of the biggest polluters, contributing 8% of global carbon emissions3. But through adopting eco-friendly approaches, the brands can make use of the ever growing desire among consumers for sustainable options, without significantly harming the planet.
Key Strategies for Building a Sustainable Fashion Brand
Use Sustainable Materials
Any sustainable fashion brand should pay particular attention to the type of fabrics it chooses. Choose materials that are more environmentally friendly:
- Organic cotton: Cultivated without synthetic pesticides and fertilizers
- Recycled polyester: Produced from plastic drinking bottles
- Tencel: Made from wood pulp that is sustainably sourced
- Hemp: A strong and rapidly maturing plant that is water and pesticide efficient
Companies like Patagonia serve as a benchmark for others because they incorporate recycled materials and organic cotton into their products.
Implement Ethical Manufacturing Practices
Move from the traditional linear model of “take-make-dispose” to circularity by:
- Work with factories that provide safe working conditions and pay decent wages
- Use Fair Trade certifications to prove commitment to ethical treatment
- Continually check on suppliers to ensure that you maintain acceptable standards
As an example, Everlane has been one of the leaders in their “radical transparency” approach, in which they publish information about company factories and their costs.
Adopt Circular Economy Principles
Move away from the traditional linear model of “take-make-dispose” and embrace circularity:
- Designing for durability and recyclability
- Providing services that repair goods
- Implementing take-back schemes to recycle old clothes
As an excellent example of circular economy, Patagonia’s Worn Wear Program encourages customers to both repair and recycle clothing.
Reduce Waste and Energy Consumption
Expand your environment’s brand footprint by:
- Decreasing the ecological footprint during production processes
- Shifting towards self-sufficient renewable energy systems in your operations
- Using advanced water-saving methods in clothing manufacturing
Stella McCartney is spearheading their use of innovative low impact materials coupled with the ability to track their ecological goals using blockchain technology.
Embrace Transparency
Be transparent about your sustainability performance and efforts:
- Make eco-friendly practices known on website and product labels
- Provide thorough information about sourcing and manufacturing processes
- Set and outline on a regular basis sustainability goals and targets, tracing your progress
An example is No Nasties, who aims to make each product carbon neutral. Their mission is clear and straightforward.
Innovative Approaches to Sustainable Fashion
Eco-Friendly Dyeing Techniques
A lot of dyeing processes use damaging chemicals. Keep these alternatives in mind:
-
-
- Dyes made from plants, fruits, and minerals
- Safer Azo-free dyes for the consumers and workers
AirDye and other technologies that do not use water.
-
Upcycling and Deadstock Fabrics
Companies such as Christy Dawn are leading the industry by transforming deadstock fabric into sustainable garments, or left-over fabric from well-known designers.
Regenerative Agriculture
Some brands focus on sustainable practices and try to go a step further. For example, Christy Dawn’s farm to closet movement promotes growing your cotton with traditional, chemical free methods.
Building a Sustainable Brand Identity
Your brand’s identity should reflect your commitment to sustainability:
- Write a good brand’s narrative that highlights the eco-friendly vision of the company.
- Design pieces that are ageless and adaptable instead of succumbing to fads with eco-friendly marketing materials.
- Packaging materials should also be eco-friendly.
Tentree is one of many brands that have created a sustainability focused identity, by planting ten trees for every piece sold.
Certifications and Compliance
In order to follow regulations and gain legitimacy, it is worth pursuing certification such as:
- GOTS (Global Organic Textile Standard) Certification
- Fair Trade Certification
- B Corp Certification
- ISO 14001 for environmental management systems2
Educating Consumers
Using sustainable practices in running an apparel business requires one to also put effort in educating customers:
- Provide care instructions to extend product life
- Explain the environmental impact of your products compared to conventional alternatives
- Offer tips for sustainable fashion consumption
An example is Patagonia, which had an ad campaign telling customers not to buy a jacket to encourage more responsible buying..
Collaborations and Partnerships
Collaborate with like-minded organizations to amplify your impact:
- Partner with environmental NGOs
- Join sustainable fashion initiatives like the Sustainable Apparel Coalition
- Collaborate with other eco-friendly brands for special collections
Measuring and Improving Your Sustainability Efforts
Regularly assess your brand’s environmental impact:
- Conduct life cycle assessments of your products
- Set science-based targets for reducing emissions
- Use tools like the Higg Index to measure sustainability performance
The Future of Sustainable Fashion
As technology advances, new opportunities for sustainability in fashion are emerging:
- 3D printing for on-demand production
- AI-powered demand forecasting to reduce overproduction
- Blockchain for improved supply chain transparency
Conclusion
Building a sustainable fashion business will take time as it inevitably requires a lot of work and creativity. By applying these strategies, you will be able to build a brand that looks good and does good. As a rule of thumb, always keep in mind that sustainability is not a phase—it’s the new era of fashion.
Get as creative as you can with your efforts! Every little bit of effort you make counts. If you’re planning to launch your brand or if you’re already an established business willing to embrace sustainability, you only need to take the first step and keep trying to improve. By choosing to make your brand eco-friendly, you are not only creating fashion, you are also forming better prospects for the earth.
