Planet
In a world where environmental issues have been concerned significantly, the fashion industry undergoes criticism of how it impacts the environment as it is placed as 6th of the most polluting industries and is responsible for 2.1 billion tonnes of GHG emissions per year (Howell, 2023). The challenges of climate change and the rapid exhaustion of natural resources have influenced the growth of companies that are changing their operation to aim for a positive impact. With the 4 Pillars framework for effective future development that helps the business to achieve sustainable success, Planet Pillar refers to the relationship between the business and the natural environment and its ecological system (An explanation of the triple bottom line 2023). It is also about the concept of highlighting the importance of preserving and protecting the environment for future generations (O’Neil, 2018).
The implementation of the circular economy model has appeared as a promising solution to reduce the environmental impact meanwhile simultaneously fostering sustainability. Unlike the traditional linear model of the “take-make-waste” system which operates by extracting resources to manufacture products, which eventually become waste and are discarded (What is the linear economy? n.d.), a circular economy seeks to maximize the use of resources by promoting product reuse, remanufacturing, and recycling (Circular economy introduction, n.d.). In particular fashion industry, at the first stage of the purpose to design out waste and pollution, the designers would select materials that have a lower environmental footprint, using eco-friendly dyes and chemicals, and minimizing waste during the production process. Afterward, the consumer would be encouraged to keep their clothing used for longer, which could involve repairing and upcycling garments, reselling, renting, and sharing used clothing. The last principle of the model is to regenerate natural systems, which involves embracing sustainable agricultural practices, reforestation, and habitat restoration by using organic and regenerative materials throughout textile production (Understanding circular fashion: Beyond the narrow definition – textile consult 2023). Although the concept of circular acts as a compatibility to the progress effort of making fashion and textiles more sustainable, it should not be considered to completely replace sustainability. (Gwilt, 2020)
Sustainability in fashion can be seen through the endeavor of the fashion business to focus on minimizing the industry’s environmental impact and promoting ethical practices. It tends to go beyond using eco-friendly materials and strives to circularity the longevity of the garments. Not only that, ethical production with fair labor practices is also the priority of sustainability in fashion (Marshall, 2022).
One of the United Nations Sustainable Development Goals directly affecting the fashion industry is Goal 12: Responsible Consumption and Production. This goal encourages brands to adopt sustainable practices by designing durable, repairable, and recyclable products in order to reduce the environmental impact of the fashion industry. Moreover, educating consumers about sustainable consumption contributes significantly to achieving this goal, as it helps raise more consciousness and build up an eco-friendly fashion community (Goal 12: Responsible consumption and production 2023). The renowned 2011 Patagonia advertisement with the message ‘Don’t Purchase this Jacket’ encourages consumers to reflect on the ecological impact of their buying decisions, which the brand has closely implemented the Goal 12, educating the consumer to circulate the lifecycle of the product in which repairing what breaks and reuse or recycle everything else as well as purchase for products that are needed and durable to preserve the future environment (Gwilt, 2020). This message has brought the brand as with ethical image and making quality products that can be long lasting. (Allchin, 2014)
References:
Circular economy introduction (no date) Ellen MacArthur Foundation. Available at: https://ellenmacarthurfoundation.org/topics/circular-economy-introduction/overview (Accessed: 08 October 2023).
An explanation of the triple bottom line (2023) UW Extended Campus. Available at: https://uwex.wisconsin.edu/stories-news/triple-bottom-line/#:~:text=Triple%20bottom%20line%20theory%20expands,people%2C%20planet%2C%20and%20prosperity. (Accessed: 07 October 2023).
Allchin, J. (2014) Case study: Patagonia’s ‘don’t buy this jacket’ campaign, Marketing Week. Available at: https://www.marketingweek.com/case-study-patagonias-dont-buy-this-jacket-campaign/ (Accessed: 08 October 2023).
What is the linear economy? (no date) How to Build a Circular Economy. Available at: https://ellenmacarthurfoundation.org/what-is-the-linear-economy#:~:text=The%20linear%20economy%20linear%20economy,extracted%20to%20make%20products%20that (Accessed: 07 October 2023).
Marshall, D. (2022) What is Sustainable Fashion and why is it so important, IMMAGO. Available at: https://immago.com/sustainable-fashion-important/ (Accessed: 07 October 2023).
O’Neil, J. (2018). ‘People, Planet, Profits’ and Perception Politics: A Necessary Fourth (and Fifth) Bottom Line? Critiquing the Current Triple Bottom Line in the Australian Context. The Goals of Sustainable Development: Responsibility and Governance, 19-42.
Gwilt, A. (2020) Practical guide to sustainable fashion, Bloomsbury Fashion Central. LONDON: BLOOMSBURY. Available at: https://www-bloomsburyfashioncentral-com.arts.idm.oclc.org/encyclopedia-chapter?docid=b-9781350067059&tocid=b-9781350067059-chapter1&pdfid=9781350067059.ch-001.pdf.
Howell, B. (2023) Top 7 most polluting industries in 2023, The Eco Experts. Available at: https://www.theecoexperts.co.uk/blog/top-7-most-polluting-industries (Accessed: 07 October 2023).
Understanding circular fashion: Beyond the narrow definition – textile consult (2023) Textile Consult – Making Colour Work… Available at: https://www.textileconsult.co.uk/2023/06/01/understanding-circular-fashion-beyond-the-narrow-definition/ (Accessed: 07 October 2023).
Goal 12: Responsible consumption and production (2023) The Global Goals. Available at: https://www.globalgoals.org/goals/12-responsible-consumption-and-production/ (Accessed: 08 October 2023).