Sustainability encompasses a great variety of actions, practices and initiatives:
By applying these factors to fashion, different interpretations of sustainable fashion are obtained .
SUSTAINABLE = ECOLOGICAL
Quality of raw materials
(e.g. use of natural fabrics)
(e.g. organic cultivation techniques)
SUSTAINABLE = ETHICAL
Working conditions in the supply chain
(e.g. prohibited child labor)
Improve the social context
(e.g. wages proportionate to the cost of living)
SUSTAINABLE = RESPECT FOR ANIMALS
Welfare of farmed animals
(e.g. mulesing free)
Environmental impact mitigation of farms
(e.g. supporting small businesses)
SUSTAINABLE = RECYCLING
Reuse of waste as raw materials
(e.g. industrial processing waste or PET bottles)
Facilitate disposal of article at end of use
(e.g. avoid generation of further waste to be disposed of)
The 99% problem
Over 99% of the clothing on the market today is not sustainable.
environmental pollution and loss of biodiversity
the exploitation of millions of underpaid or even enslaved people
animals raised as if they were objects, subjected to unnecessary suffering
thousands of tons of textile waste per year, abandoned in the environment
Why not try to stop this disaster ?
In the past 120 years, we have gone from 1.6 to 7.7 billion people.
People have quintupled, the planet has remained the same.
I wish it was like that ...
If for over 70,000 years we have lived in harmony with nature, it is only since the Industrial Revolution that we have started to destroy and pollute the planet irreversibly.
What does all this have to do with the clothes you want to wear?
The fashion industry is one of the most polluting in the world,
probably second only to the petrochemical one.
The first significant gesture you can do to reduce your environmental impact
is to drastically reduce consumption in every sector, even in clothing.
Consuming less does not mean that you are forced to give up buying the items from the latest collection,
but you have to choose carefully and consciously.
Being informed is essential .
If you want to buy a sustainable garment, you must ask yourself:
What materials is it made of?
How was it made?
Is the price I pay fair?
Is it biodegradable or easily recyclable ?
All garments have the obligation to indicate the materials with which they were made:
you can find them in the internal label or in the product characteristics, if you are online.
Natural, artificial and synthetic are the three main categories: learn to distinguish them.
Synthetics are plastic, artificial they are made in the laboratory with chemical processes, natural well, we have always known them.
Where and how the garment you want to buy was made is very important information
but which you rarely find indicated together with the product: you must inquire before purchasing .
Have you memorized the brand site web but can't find any indication on the production chain? Bad sign ...
Fair price for the planet and people.
If a product is cheap, really too cheap then it is certain that it was packaged in Asia or Africa
exploiting the local workforce and causing environmental damage.
But even when a product costs a lot, are you still sure that your money goes to all the people who worked to make it, instead of only increasing the interests of the shareholders of the brand?
Get this information only if it is the brand's specific desire to share it: it is transparency.
END OF USE
When you no longer use the item of clothing you are buying, it does not fade into thin air,
sooner or later it will end up in a landfill or in an incinerator with significant environmental damage.
Unless it's biodegradable or made to be easily recyclable .
The producers attentive to these problems indicate their actions on the card, because they know
how important it is to avoid generating waste: composting and circular economy are the solution.
Sustainable fashion is a trend and mountain of money revolve around it.
The interests and stakes are too high to delude oneself that all actions are sincere:
when the primary goal is to make money, all possible tools are used.
And here is the greenwashing ...
Greenwashing indicates the communication strategy of certain fashion houses aimed at building a deceptively positive self-image in terms of environmental impact, in order to divert the consumer's attention from the negative effects on the environment due to their products.
Declaring untruthful characteristics of your products, sponsoring environmental projects by spending small percentages of turnover are just some of the attempts to appear better than you actually are.
Innovative products ...
To create sustainable fashion you need a different method of doing business,
which requires new ways of thinking and innovative actions.
This is why brands that belong to traditional fashion do not want to
or they struggle to offer truly sustainable products.
If a company really wants to make a difference, it must abandon the idea of maximum profit
pursuing the cancellation of its environmental footprint and working ethically throughout the supply chain.
How many companies have embraced this revolution to obtain a collective good?
Very few, and if you've read this far, sustainable fashion is really close to your heart:
support them with your purchases!!