Brands Are taking the Sustainable Fashion Route
The fashion industry is going through a shift; as consumers become more conscious about where their clothes are coming from and the environmental impact of purchasing certain items, fashion brands are taking notice.
Sustainability is currently one of the biggest trends in the fashion industry. Big brands and designers are taking steps to become more sustainable.
Here are some examples of how fashion brands are embracing sustainability:
Around 5% of all waste in US landfills is made up of textile waste. To combat textile waste and limit the release of toxic chemicals into the atmosphere, Inditex, the owners of Zara have stated that by 2025, all of their clothing items will be made of sustainable fabrics.
In the G7 summit in 2019, President Emmanuel Macron of France introduced the Fashion Pact, an initiative taken on by 30 brands to be more sustainable.
Brands like Nike, H&M, and Burberry have all been criticized for burning unsold merchandise. Burberry and Nike claimed to do this to maintain exclusivity. Instead of offering products on discount as other brands do, they opted to burn their excess inventory.
Some consumers responded by boycotting the brands. Two weeks later, Burberry vowed never to use this method of disposal ever again.
In 2017, news broke of H&M burning items that it couldn’t sell. Between 2013 and 2017, the fast-fashion giant burned over 60 tons of unsold merchandise! This didn’t go down too well with consumers and once again, H&M was in the news for all the wrong reasons.
Since then the brand has decided to be more responsible with the disposal of its inventory. It’s even launched a garment collecting initiative where it takes back used H&M clothing and recycles it.
To combat the destruction caused by traditional fashion brands, more and more eco-fashion brands are entering the market.
As modern consumer becomes more conscious of the ecological footprint they leave behind, the popularity of eco-fashion brands will continue to grow.
If you want to make a name for yourself in the cluttered fashion industry, choosing to be a sustainable brand can give you an edge over competitors.
Lefty Production Co. aligns your vision with ours. We’re big advocates of sustainable fashion and have experience working with eco-fashion brands.