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Sustainability, the new mantra in fashion

Several million people are employed in the global apparel industry, which stands at $1.7 trillion worth in business. However, in the past decade, companies began taking their roles as partners in sustainability very seriously as they realised the harm fast fashion was causing the environment.

A dramatic change has come about since he started his PhD in 2004, says Timo Rissanen, Assistant Professor of Fashion Design and Sustainability at Parsons - The New School for Design. He adds that even those brands who churn out fast fashion have become eco-conscious in the past ten years and also the consumers are more concerned about their social responsibility. In light of consumer consciousness, according to the Environment Survey data, about seven of ten consumers (69 per cent) would be bothered if they found out an item they purchased was not environmentally friendly. And 39 per cent would blame the manufacturer, followed by the brand (15 per cent) and then themselves (12 per cent).

Thus, positive changes are seen throughout the apparel industry. In a move towards ‘making fashion sustainable and sustainability fashionable’, H&M now offers its Conscious Collection, which includes cotton produced through the Better Cotton Initiative. Walmart too, earlier this year introduced its online Sustainability Leaders Shop. It is promoting nearly 3,000 items from more than 100 companies labelled as ‘Made by a Sustainability Leader’.

According to the Environment Survey, the terms that influence consumers’ apparel purchases are—more than three in four consumers (77 per cent) say the claim of 100 per cent cotton is most influential. This is followed by Made in the USA (68 per cent), natural (61 per cent), and sustainable (57 per cent).

 
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