We can all agree that sustainable fashion is something that has a long way ahead of it to transform into a fully functional industry. In fact, there are very few global fashion brands that are 100% sustainable. But what is sustainable fashion, anyway?
Sustainable way of producing something is a way that causes no harm for the environment and social and economic worlds. If we talk about sustainable fashion, it is mostly about producing clothes, accessories, and shoes in an environmentally-friendly manner and, at the same time, taking the socio-economical part into the account. Besides, sustainable fashion is about encouraging the end users to reuse and recycle clothes.
The world is, perhaps, still not fully ready for the acceptance of sustainable fashion. The shift to sustainable fashion requires a fundamental change in people’s behavior and perception towards clothes and consumerism.
One great way to increase the popularity of sustainable fashion is to promote the benefits of environmentally friendly brands that adopted a sustainable business model. In fact, these days, there is an increasing number of small brands joining the movement of sustainable fashion, with bigger brands entering the market as well. Among them, such luxury brands as Stella McCartney, EILEEN FISHER, and Rag & Bone.
On the positive note, a lot of major clothing companies have CSR and sustainability teams in place to discuss and push forward the ideas regarding the development and implementation of more environmentally-friendly business models. Such companies plan their production processes, material sourcing and even the store concepts with sustainability in mind.
Nevertheless, despite the increasing interest in the sustainability movement, many fashion brands are still nowhere close to knowing what sustainable fashion really means.
While undoubtedly, big fashion brands have a big say in the future of sustainable fashion, consumers are also a big and crucial part of the puzzle. As a matter of fact, demand and interest in sustainable fashion is on the rise among youngsters.
Perhaps, with the right mindset, consumers will be able to change the way big brands are thinking and building their businesses.
What is your opinion on sustainable fashion? Let us know in the comments section below.
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