PLANET
The fashion industry has such a profound impact on the planet, making up nearly “10% of humanity’s carbon emissions”, which is more than all international flights and the shipping industry combined (UNEP, 2018). However, if the industry sustains this existing trajectory, this number could jump to 26% by 2050. The planet is such an important pillar of fashion couture, serving as a canvas for the world to showcase new and innovative clothing. Therefore, by destroying its natural resources and continuing to generate such a substantial amount of waste we are destroying any hopes for sustainability in the future.
According to Macarthur (2017), the circular fashion industry is defined as a restorative and regenerative system in which garments are circulated for as long as their maximum value is retained, and then returned safely to the biosphere when they are no longer of use. This business model aims to benefit businesses, society and the environment. The current production systems within the fashion industry are all too linear, leaving our finite resources overexploited, our ecosystems destroyed and the environment over polluted. In order to move towards an eco-friendlier model, steps must be taken to maximise the lifetime of garments.
However, this model leaves questions unanswered; fashion is an industry defined by change and transformation, how do you drive such an industry whilst remaining sustainable?
Brands like ‘House of Sunny’ have made taken consistent steps to encourage the reduction of garment waste whilst remaining at the forefront of London’s fashion. They strictly use vegan and recycled materials for all their pieces, whilst only releasing two seasonal collections every year. Every part of their products are well thought out, even down to their biodegradable labels and packing bags. ‘House of Sunny’s’ eco-conscious approach also actively attracts a growing audience of responsible shoppers, these marketing strategies can also be seen in brands like ‘Patagonia’ who generate a long term sense of loyalty. Allchin (2013) reported their ‘Don’t buy this jacket’ campaign, a tactic that well-communicated the brands eco-friendly ethos in the run-up to Christmas. Its message intended to encourage people to consider the effects of consumerism on the environment and in turn to only purchase clothing that they truly needed.
The UN (2023) introduced a set of 17 Sustainable Development Goals (SDGs), an urgent call for action by all countries to tackle global issues of health, inequality, education and climate change. SDG 12, “Responsible consumption and production”, aims to ensure that the natural resources the planet provides us with are used both responsibly and sustainably. In order to achieve this goal of waste reduction, the fashion industry must play a part in mitigating its environmental impact. Our colossal carbon footprint in “the fashion sector will be emitting an estimated 2.7 billion tonnes of carbon dioxide equivalent (CO2e) in 2030” (Fils-Aime, 2023) if no action is taken.
By adopting circular economy principles, more sustainable production lines, alike ‘House of Sunny’ and ‘Patagonia’, and aligning to SDG goals like Goal 12, fashion production can indisputably shift towards becoming a more sustainable industry worldwide.