Eco fashion these days is highly debatable. Sustainable fashion is a new revolution to fashion industry. Eco fashion is done with a motive to enhance the purchaser awareness of social and environmental concerns on the clothing manufacturing sectors.
Sustainable fashion can best be bore in by creating sustainably designed products which inflates the longevity of a garment. There are certain reasons behind the formation of the sustainable fashion movement and one of the major reasons is the rapid fashion phenomenon. According to the various research reports, low-cost clothing flies off the shelves faster, so now the brands have started focusing on cheap garments with short lead time. Recent studies conducted on carbon footprints in the United Kingdom were actually triggered by excess clothing bought by customers, which dangerously increases the rate of carbon dioxide emission into the environment, setting off alarms in those uprooting for sustainable fashion. People want to buy more garments every season even after knowing the fact that they are going to discard it at the end of the season. With this blog we aim to put a light on Consumers psychological behaviour which has to be changed to implement the sustainable fashion movement.
Motive of debate
Sustainability, by definition, should meet and pile up with current generation needs without compromising future generations. The major trial in sustainability is the cooperation of all suppliers of individual components. They have to be ethically secured and accountable for various arenas like labour to transportation from factory to retail outlet, aftercare and disposal of garments.
For the fashion industry, green is the new black to focus on sustainable practices. According to a site source, “Several incidents in the twentieth century helped the rise of conscious consumerism. One is the fire in a Nike factory in Indonesia due to poor working conditions, resulting in protests and boycotts by employees and the media. And now Twenty-four years later, Nike is one of the leading companies in implementing sustainable practices.
Brands like Levi’s have showed implementation into the lifecycle of their garments to raise consumer awareness about sustainable fashion. A case in point is Levi’s Care Tag For Our Planet initiative and several big brands like Gucci, Calvin Klein, MK, Stella McCartney and Puma are also stressing on sustainability.
Ouch, Concerns of fashion industry
After the oil and gas industry, the fashion and textile sector is the most polluting, because each stage of a garment’s life cycle threatens our planet and resources. To produce a kilogram of cotton which is equivalent to one T-shirt or a pair of jeans requires more than 20,000 litres of water, one of the major resources. About 8,000 types of chemicals are used in the conversion of raw material into garments. If some clothes do not sell or when they go out of style, they land in giant landfills, adding to the pollution. So love you planet and join hands in sustainable fashion plead.