Achieving Sustainability as a Designer in the Fashion Industry
It has been estimated that in the UK alone around 350,000 tons of clothing ends up as landfill every year. According to Earth Pledge, a non-profit organisation committed to promoting and supporting sustainable development, "At least 8,000 chemicals are used to turn raw materials into textiles and 25% of the world's pesticides are used to grow non-organic cotton. This causes irreversible damage to people and the environment, and still two thirds of a garment's carbon footprint will occur after it is purchased." (Source - Wikipedia)
It is clear that the fashion industry needs to work harder in order to reduce this huge impact on the environment. It is everyone’s responsibility to reduce this impact, not just the large fashion houses, and Fashions finest has recently looked at how consumers can support the fashion industry become more sustainable, however, our question today is to designers. How sustainable is your product and company, and how can you improve on the environmental impact you already have?
What Is Sustainability All About?
Unsplash.comThe goal of sustainable fashion is essentially to create flourishing ecosystems and communities through its activity. The aim is to reduce usage and waste, reuse products and materials as well as recycle as much as is possible. These targets can be met through working on causing less pollution from production and consumption, ensuring better wages and no labour exploitation for workers, reducing waste and recycling, producing longer lasting garments, and promoting local production.
Sadly however, even though sustainability is the goal, some would say there is much more work that needs to be done.
According to the Union of Concerned Researchers in Fashion, when taking the long view and examining fashion and sustainability progress since the 1990s, there are few actual advances in ecological terms. As the Union observes, "So far, the mission of sustainable fashion has been an utter failure and all small and incremental changes have been drowned by an explosive economy of extraction, consumption, waste and continuous labour abuse." (Source - Wikipedia)
There are many theories as to why this has been the case, such as the extra costs of sustainability and the continually changing fashion trends, which potentially leads to fast fashion.
Why Should I Be A More Sustainable Fashion Designer?
Even if the existential impact on our planet is not enough to persuade you that being a sustainable designer and fashion producer is a good thing to be, it has been noted that more and more consumers are looking at buying ethically sources, green and environmentally friendly products. Ensuring that your business ticks some of these boxes can help your Unique Selling point for potential customers. Also being aware of how your raw materials are made, where and by whom can help you sell more products, as many customers enjoy knowing the back story behind their garment. There are also elements of saving time and money through thinking about packaging, and places products are made.
Is It Even Possible To Be A Sustainable Fashion Designer?
Although it would be extremely difficult, very expensive and almost impossible to reduce your carbon footprint to zero, and take all the steps necessary to become fully sustainable all in one go, you as a designer should be looking at your business, materials, sources, production line and selling in order to focus on one area you can control, and work on making that area more sustainable than it already is.
Maybe you are already working on becoming more sustainable, and are looking for another way to improve your business, or maybe you haven’t even tried yet. Either way, take a look at Fashions Finest tips to becoming more sustainable:
Look at the raw materials you use. Are they sustainable/eco/green? Do they have a low impact on the environment? Think about the chemicals that are used in the making and refining of them, as well as how far they have to travel to get to you. Can you change or re-think your raw materials to make them more sustainable and eco-friendly?
Look closely at your production methods. Are they local/community based/natural? Do they promote fair trade? Do they have a low environmental impact? Think about ways you can improve your footprint in these areas.
Look at the amount of waste in your production process. Think about the waste materials after your products have been made. What happens to these? How do you use packaging, and what happens to your product at the end of its life?. Can you put measures in place to reduce any of the waste or usage here? It will not only save you money, but you will be improving your sustainability.
How can you plan ahead for the recycling of your products? Think about offering to take back garments people want to dispose of, offering extras to support customers, and make your products last longer including spare buttons, re-waxing of leather jackets, repairs services and instructions on washing and care of your product.
Typically, a garment used daily over years has less impact than a garment used once to then be quickly discarded. Studies have shown that the washing and drying process for pair of classic jeans is responsible for almost two-thirds of the energy consumed through the whole of the jeans' life, and for underwear about 80% of total energy use comes from laundry processes. Thus, use and wear practices affect the lifecycles of garments and needs to be addressed for larger systemic impact.(Source – Wikipedia)
Rounding It All Up
Any industry can be considered to be sustainable when it doesn't take away more than it gives back; the most sustainable industries actually improve the environment. That is what the Fashion industry is working towards. You can play your part in making this happen, and driving it forward.
Don’t get bogged down by the big picture, just begin by choosing one area you want to improve in, and march forward from there. Start by thinking about, and defining your ethical stance as a part of your business plan, and then stick to it! Be creative with the solutions you find as a designer, and have fun with looking for ways to be more sustainable. In this way you can add another dimension to your business model, and share your insightful knowledge with your customers, creating a loyal fan base, and attracting more customers with your new ideas.
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Sustainable Fashion Brands
Photo by Tamara Bellis. Unsplash
Fast fashion is easy for consumers because it’s just that: fast and inexpensive. But in case you didn’t get the memo, our planet is breaking and while the words of ‘sustainable fashion’ may not appeal to the majority, it is actually an important answer to a very real problem. As Megan Markle put it when she spoke at the British Fashion Awards, "2019 is the year where it is ‘cool to be kind’".
Here’s a list of brands that make shopping an ethical and affordable experience as well as it making you look and feel good.
How Sustainable Are Fashion Brands?
There are many different ways a brand can comply with sustainability. The sustainable fashion movement works together to tackle issues such as:
-protecting animal rights
-defending fair pay and working conditions to adhere to workers’ rights
-cutting down on water waste
-counteracting the effects of cheap and fast fashion consumption
-addressing the use of toxic and harmful pesticides and working to develop eco-friendly and recycled materials and fabrics.
With more brands becoming focused on providing a sustainability, there are now more choices for fashion consumers, both online and on the high street.
Stella McCartney
Since launching her label in 2001, Stella McCartney has proved that it is possible to create ethical, sustainable and fashion-forward collections without damaging our planet. The company is always looking for new ways to be more sustainable as it feels responsible for the resources it uses and the impact its activities has on our planet. All Stella McCartney stores, offices and studios in the UK are powered by wind energy and abroad, they use renewable energy. Recycling is one of the key points of this brands philosophy.
Among the McCartney eco-friendly products, we can find a sustainable eyewear collection made from over 50% natural and renewable resources and raw materials from natural origins such as castor-oil seeds and critic acid. These are just a small portion of all the activities and initiatives undertaken by Stella McCartney.
Veja
Thanks to its distinctive and style ‘V’, you have probably already come across this brand which specialises in trainers to die for. Since 2005, Veja has been making fashionable trainers like no other brand, infusing each stage of production with a positive impact. Yes, every single component of Veja footwear has a story.
The cotton originates from an organic farm in Brazil where workers don’t have to worry about the harmful pesticides poisoning their villages, while the rubber is natural and sustainable, tapped by people in the Amazon using traditional techniques. One out of four trainers that Veja make are 100% vegan and they have even created a mesh fabric made entirely out of recycled polyester.
Horizon Athletic
Sports and athletic wear are at the forefront of fashion thanks to the likes of Instagram. However, sportswear may not be at the forefront of your mind when you think of sustainable fashion.
Originating from Sydney, Australia, Horizon Athletic is the brainchild of professional athlete Marlena Gabriel who was in search of the perfect sports garments. Horizons ethics reflect their respect for the surrounding environment, and they hope to raise awareness of the amount of plastic waste which is currently polluting our beautiful oceans.
To make their active-wear and sporty swimsuits, Horizon use a material called Econyl, which is a recycled fibre made from consumer waste and abandoned fishing nets. This fabric is 5 time more durable than other leading fabrics when exposed to UV rays, salt water, chlorine and sun cream.
Adidas
In 2018, Adidas took a huge step towards a sustainable future. Teaming up with a non-profit organisation, Parley, Adidas sold more than one million pairs of shoes made from recycled ocean plastic last year, with each shoe preventing around eleven plastic bottles from entering our oceans. Following on from this success, the brand has pledged to be more sustainable promising to only use recycled plastic by 2024. The brand has also promised to become more sustainable in its offices, warehouses, retail outlets and distribution centres with the goal to save an estimated 40 tonnes of plastic per year in total.
Finisterre
After launching their first product in 2003, Finisterre has worked tirelessly to create a collection of clothing which is stylish and built to last. Their recycled insulation jackets were pioneering development in fashion and led the way to create more sustainable practices.
Finisterre has developed their own blend of Merino wool, which took years to perfect and has many benefits. As well as it being sustainable and 100% biodegradable, Merino wool is antibacterial, moisture wicking, soft, breathable and warm; making it the perfect winter knit. Each batch of wool can be traced back to their farms which are found across New Zealand and must comply with Finisterre welfare rules to provide animals with freedom. Each animal must be free from hunger and thirst, have access to shelter and comfort in all weather conditions and they must be able to display their natural behavioural patterns.
The Ultimate Gift Guide for Mindful Fashion Lovers
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There’s something very gentle and loving about giving someone a gift. The way you show your affection through the act can truly light up your day and make both of you feel connected, and oftentimes the person who’s giving the gift is just as happy as the person who’s receiving it. Of course, this is only true for those mindful presents that you took your time with—you have to think about it carefully, and you have to allow the energy of your emotion to become obvious. The whole process is important, from the moment you pick something out to the way you present it to your loved one.
When it comes to fashion lovers, then the most mindful kind of present is going to be sustainable, beautiful, and above all thoughtful, and as long as you pick something with your heart, it’s going to thrill the person receiving it.
Are you eager to find the right item? Then take a look at some of our top choices.
Cute Backpack
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Backpacks are trendy, they’re practical, and they serve as perfect accessories for everyday outfits. It’s great to get a cute piece that lets you look stylish while carrying all your favourite essentials, and any fashion lover would appreciate something that’s both useful and beautiful.
If you want to make it sustainable you can check out companies such as Rareform, who make their things out of recycled billboards (yes, you read that right). In general, a backpack is a sustainable gift on its own because it allows you to minimise plastic waste—if you have a big handy rucksack where you can carry things, you don’t have to reach for plastic bags at all.
Sustainable Clothing
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If you want a truly eco-friendly, mindful gift that will impress your friend, then consider giving them sustainable garments. Clothes made of materials such as organic cotton, Tencel, hemp, linen, and especially bamboo are incredibly cosy, light, and breathable, so pick something nice and you won’t regret it.
If you’re shopping for a close female friend or sister, consider getting them good underwear. Our intimate hygiene and the health of our reproductive organs are very much influenced by the kind of undies we wear, and finding something hypoallergenic and soft is definitely a good idea. If you want to make it both fun and practical, get them a delicate g string that will both look sexy and be entirely invisible underneath clothing. There’s nothing a woman appreciates more than good underwear, and this is a good way to help your friend grow her collection of sustainable fashion.
Hair Blowout
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As you probably know, there’s no better feeling than walking out of a salon with the perfect hairdo gracing your head. Your loved one is bound to appreciate the opportunity to have a professional manage their mane for them, and the best part about this gift is that you’re giving someone a relaxing, yet practical experience. They get to sit down, get pampered, and leave the salon looking great, and they’re bound to notice the sheer thoughtfulness of that.
DIY Jewellery
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You don’t have to be short on cash to “resort” to DIY crafts. Making something with your own hands is one of the most thoughtful things you can do, and jewellery is a good choice if you’re trying to find something cute and wearable. Take a look at these handy tutorials and start a project if you want to give your loved on a very unique gift.
Stylish Phone Case
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Our phone contains a tiny digital world in itself, and most of us can’t live without it. For a fashionista, it’s another opportunity to accessorise, and if you want an easy gift that can appeal to anyone, then pick this. Find a phone case with a stylish design made out of sturdy material, and make sure it will fit the phone model your friend is carrying.
Reusable Bottle
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If your friend is into leisure, fitness, and a healthy lifestyle, then a trendy reusable bottle is a great gift. Get her something pink and flashy that she can show off at the gym and make sure it’s compact enough for her to wear it in her sports bag.
This is also a sustainable gift that’s simply very practical, so it’s hard to go wrong with it. If you like, you can also include a few other stylish accessories to go with it—for example, a cute scrunchie would fit the sporty theme and it’s bound to be appreciated by any long-haired gal.
Don’t let this occasion go by without thoughtfulness! Pick a gift that screams your friend’s name, wrap it carefully to show them how much they mean to you, and they’re bound to love it.
Things To consider When Choosing A Manufacturer
Choosing a manufacturer is a decision that may be more important than the designs itself!
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