After the oil& gas industry, the most polluting industry in the world is the fashion & textile industry. From the way the raw materials are obtained – it takes 20 000 liters of water for 1kg of cotton, to the way the clothes are produced, to the way they are fast consumed and the waste couture culture. And while every large brand uses the right words in green marketing campaigns and we see around us more “conscious collections”, “sustainable collections”, the clothing production has doubled from 2000 to 2014, and the number of garments purchased by the average consumer increased by 60% per year , garments that are used as disposables in many cases. Fast fashion has serious consequences and the consumers are learning on their own to differentiate green washing from true sustainable and transparent businesses.
What makes a fashion business greener in our opinion ? In few words for a topic so important and in way too many words for an IG post :
- Use natural or sustainable yarns, produced with zero discharge of hazardous substances in the environment, in factories that take care of their employees.
- Use these yarns for creating versatile and durable clothes.
- Manufacture the clothes in factories that provide, as a minimum ,a living wage and a safe working environment for their workers.
- Ship the goods directly to the customers from the proximity of the factory, reduce transport CO2 footprint.
- Provide care information and tools to allow their customers to use their clothes for long periods of time.
- Be transparent, reconnect the end users to the actual manufacturing process, focus on the resources involved, the product´s story, and not a glossy advertisement picture promising instant gratification and beautification.
While the large retailer´s business models are not able to adapt over night to a sustainable business models, more and more small businesses are raising awareness and trying to make #slow fashion a reality.