SUSTAINABLE FASHION GUIDE
1 SUSTAINABILITY
Everyone is talking about sustainability, but what does it really mean? The term started to appear in technical reports in the ’70s and ’80s to explain ecological, social and economic advancements that wouldn’t adversely affect conditions for future generations. Use of the term is evolving, but a crucial element that has remained is the importance of striving for a better tomorrow together.
2 GREENWASHING
Due to growing consumer pressure, some brands market themselves as sustainable while only making superficial changes – like releasing tokenistic organic ranges, or calling cotton ‘planet friendly’ just because it’s a natural fibre. Truly environment-focused brands will take a holistic approach, provide genuine transparency and be committed to changing their business practice.
3 TRANSPARENCY
A recent industry study has found fashion companies must come to terms with shoppers’ need to know what happens at every single step of creation, from how the materials are made to how the final product gets into their hands. Call-out culture has supported this with Instagram’s Diet Prada finding social-media fame in chastising brands that are guilty of copying and cultural appropriation.
4 SOCIAL ENTERPRISES
These initiatives use business to solve social, environmental and cultural problems by supporting and enriching communities. Operating both on and offshore, social enterprises can come in the form of charities, businesses and non-profits. Local examples include Nisa and Companion Co-design, which both provide job opportunities, support and ethical working environments for recent migrants.
