Sustainable fashion does not have a single destination. It is the journey a fashion brand or business needs to constantly learn and change to minimize its negative impacts on the environment, the earth and all citizens. Every brand and every fashion designer can choose their own sustainability formula that best suits their values, beliefs, people and financial resources.
In this article, we would like to provide some information about this fashion trend to help businesses and brands go towards.
What is sustainable fashion?
Sustainable fashion or eco fashion is a philosophy in fashion with the aim of prolonging the life cycle of fashion products to limit adverse effects on the ecosystem. It is almost a counterweight to “fast fashion”, because its birth has minimized a series of profound consequences that fast fashion causes to the quality of human life as well as the natural environment.
Why should we follow sustainable fashion trends?
The wave of struggles calling for action for the environment is growing stronger because the burdens and consequences caused by natural disasters are becoming beyond human imagination. So manufacturers, designers, distributors or consumers today are all called to protect the environment through the smallest actions. Therefore, we should follow sustainable fashion trends because it contributes to minimizing the impact of fashion on the ecosystem, and going towards the use of recycled, biodegradable, and reduce the burden of disposing of fashion waste into the environment. In particular, it gradually changes consumers’ perception of sustainability not only in the fashion industry but also in many other fields.
How does a business or brand move towards sustainable fashion?
Selection of suitable input materials
To move towards sustainable fashion, brands need to focus on choosing input materials derived from nature or are safe with the environment. Such fabrics or materials can be organic, vegan, second-hand… Besides, the materials that make up the label also need to be carefully selected. Printing and dyeing also need to be selected in a way that is appropriate and non-toxic to the environment and human health.
Proper production process management and distribution process
In the production process, businesses or brands need to minimize waste by using minimum materials, such as using the least amount of samples possible, reuse or restriction of patterns, and efficient inventory and management. In addition, it is necessary to use low-impact technology, such as using renewable energy, reducing electricity, dyeing or curing natural fabrics.
For the distribution process, it should be noted that packaging during transport such as reusing cartons, minimizing plastic bags, cartons and wrappers or minimizing the number of shipments is also towards sustainable fashion.
Adopt sustainable fashion through marketing channels
Nowadays, it is very convenient to move towards sustainable fashion through promotion channels. Businesses can limit advertising that pollutes the environment such as less printing leaflets by advertising through communication and information channels. Especially, today’s young generation, who always have access to digital technology, tend to be interested in content about environmental protection. This will certainly attract consumers.
Sustainable fashion has truly awakened the global apparel industry and “consumer responsibility”. It is an inevitable trend of the future between environmental issues that are more concerned than ever.
Contact us for more information about this fashion trend.