Planet
When we think of our planet, Earth, the word ‘fashion’ is never an initial association. However, it is now imperative that when we think of the Earth and its purpose, we look at the factors that most impact the functioning it. Fashion and its supply chain is the 3rd largest polluting industry. Society needs to carefully analyse their impact and implement change to daily life and fashion habits to minimise the negative effects of the industry on the Earth.
‘Sustainable’ fashion refers to garments that have been made in ways that are mindful of many of the environmental problems such as, loss of biodiversity, pollution, waste, and climate change, the fashion industry contributes to. But what does it mean to be sustainable? The term ‘sustainable’ is increasingly being overused which often leads to confusion and inconsistency within the industry. For individuals, being sustainable when referring to fashion is making the right choices such as, buying less items or investing in ethical brands. For a society driven by convenience this could be deemed as a prolonged, expensive way to be more sustainable however, we must consider that in the long term the positives outweigh the negatives.
To create garments we take resources, use water and chemicals along the way. Many people buy, wear the garment, and then throw it away when they are done. Generally, many of these garments go into landfill or is incinerated. Today only 20% of those garments are recycled.
For the fashion industry to become more sustainable, brands and consumers need to develop the circular economy by basing their objectives around 3 principles:
- Eliminate waste and pollution
- Regenerate nature
- Circulate products and materials
This departure from the original, linear economic model, which is based on a take-make-consume-throw away pattern relies on using large quantities of cheap, easily accessible materials and energy. This will reduce the pressure on natural resources and create sustainable growth and jobs.
By using the 17 SDGs (sustainable development goals) such as, responsible consumption and production, brands can shape their goals and business plans around being more responsible when considering production and consumption. These STGs are created to improve human lives and protect the environment.
Slow fashion is one way which we can consider to help achieve the SDGs in terms of consumption and production. It is a concept which carefully considers the process and resources required to make clothing. Firstly, by considering the design. Garments can be made using recycled materials and products to reduce the number of wasted materials. Garments can also be made using better, high-quality materials to ensure clothing lasts for longer periods of time and to reduce the number of harmful chemicals. Lastly, brands should improve their working practices and skills to better their efficiency by implementing lean production methods such as Kaizen (a Japanese term meaning change for the better). This will help focus on eliminating waste, improving productivity, and achieving sustained continual improvement.
By doing all these practices brands can promote their positive CSR, which will help build a strong brand reputation and brand loyalty with their stakeholders. Brands have to rethink their objectives by considering ‘profit vs ethics’ and adjust their brand accordingly to aid the achievement of the 17 SDGs. This will help reduce their carbon footprints and decrease the negative impacts the fashion industry has on our planet.