In many ways, the words sustainable and fashion do not mesh well together. I have heard sustainable fashion described as an oxymoron and a contradiction, and perhaps this is true. Is it really possible for the fashion industry to become sustainable?
Part of the problem with the term sustainable fashion is that ‘fashion’ is often used to describe ever-changing trends and is even associated with ‘fast fashion’, the term used to describe low-cost or affordable clothing that is manufactured quickly to respond to the The latest trend is often used only once or twice before being discarded. The ethical and environmental implications of this type of clothing are well known, as valuable resources are wasted and workers in the supply chain are mistreated to ensure the clothing is produced quickly at low cost. Despite the many negative connotations that the word fashion can have, if you take it as a more general word used to describe clothing, then it is almost possible to have sustainable fashion, although perhaps not quite because the manufacturing of any garment will have some impact on the environment even if it is relatively small.
With confusion even over the name of the product, it’s not really surprising that most shoppers don’t bother with sustainable fashion, preferring to stick with fashion brands they know despite knowing that they often operate in unsustainable and unethical ways. . But the contradiction over the name ‘sustainable fashion’ is just the beginning. There are so many other contradictions and a lot of confusion associated with this.
Take for example vegan fashion. Going vegan is generally considered an ethical and sustainable way of living, which not only reduces the suffering caused to animals in the agricultural system, but also reduces the carbon footprint and pollution caused by agriculture. So it may come as a surprise to some that vegan fashion is not necessarily the most ethical and sustainable option. Vegan shoes may be made without the use of animal products, but that doesn’t mean they’re made in ethical factories or using sustainable materials; in fact, synthetic materials used instead of leather often harm the environment in their own way. If you want to be absolutely sure that your vegan shoes or bags are completely ethical and sustainable, you’ll need to look for a brand that pays attention to all of these issues.
Next on the list of contradictions and confusions surrounding sustainable fashion is the concept of ethical fashion. Many ethical fashion brands support various good causes around the world and empower people to create a sustainable livelihood. However, to support these great causes, it does mean buying clothes, perhaps clothes that we don’t really need or possibly aren’t made from sustainable fabrics. The more we buy, the more we help these great causes but also the more we consume. Collections labeled as sustainable may be made from organic fabrics, but this does not guarantee that they have been made ethically. In this situation we are left with the difficult task of deciding what is most important in terms of economic and social or environmental sustainability. Ethical fashion is often made in faraway countries; this is another contrast to local fashion which is often considered more sustainable due to the environmental impact of its transportation. Vintage and second-hand clothing again offer a dilemma, while likely the most sustainable option, it does little to alleviate poverty around the world, although in this case shopping in charity shops could be the answer to reducing so much the environmental impact to support a worthwhile community. cause.
The subject of sustainable fashion is complex and brands sometimes use the confusion surrounding it to greenwash consumers by using the terms ‘eco’ and ‘sustainable’ to describe clothing or collections that may help in a way but not of other. To combat skepticism and mistrust towards sustainable fashion, there must be a clear and easy to understand way of labeling and describing products. The word sustainable fashion is general enough to mean almost anything when used by savvy marketers who cause confusion among consumers. The term sustainable also does not excite those looking to buy fashion.
However, there are many innovative fashion brands that are pioneering new ways of working in terms of ethics and sustainability; There just has to be a way to communicate this to customers in a simple and easy to understand way.