What is Sustainable Fashion? Purpose, Obstacles, Ways to Support

Fashion has evolved with the human race; we have come a long way from wearing leaves and animal skin. It is a crucial part of our culture and individuality. Amid this progress, though, we are learning to ask critical questions about cost, not just in terms of dollars and cents but also in terms of environmental impact: specifically, what is sustainable fashion, and how can it mitigate that impact?

Think about your favorite shoes, outfits, or jewelry. How much did they cost in terms of environmental footprint and human rights? Sustainable fashion demands answers to questions like that. Learn about related terms, the cause and its challenges, and how to be part of the solution below.

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The problem with the fashion industry as it is now

Before we explain sustainable fashion, let's examine the status quo: fast fashion. 

The prevailing practice in the fashion industry is producing poor-quality garments with the cheapest materials and labor. The end goal is to provide continuous, affordable fashion to consumers. 

On the surface, it seems like a positive change from traditional fashion, where fashion houses would release seasonal collections. You had to wait months for runway designs to reach the stores. Every purchase was a big deal because it had to be a thoughtful investment. However, today's fast and easy fashion has its dark sides.

Unsustainable resource consumption

In the manufacturing world, higher production quantities attract lower prices. To keep manufacturing costs down, fashion brands tend to overproduce, knowing they don't have to sell all their merchandise to make a profit. This business model results in a shocking amount of wasted resources.

Let's calculate: one polyester T-shirt thrown away equals 761 gallons of water⁴, 30.3 kWh of energy, and 180 lbs of CO2.

Now multiply that by 15 to 45 billion unsold garments thrown away yearly. Sold inventory doesn't fare much better. The average consumer discards clothing after wearing it about seven to ten times⁵. Fabric offcuts, deadstock fabrics, and damaged yardage are other sources of textile waste.

Fast fashion’s throwaway culture is depleting natural resources and setting us up for a future of scarcity. The textile industry already consumes 93 billion cubic meters of water⁶, increasing the risk of extreme water scarcity in areas with the most textile infrastructures.

Environmental pollution

The fast fashion industry leaves a huge carbon footprint at every step of its production chain. The industry prioritizes profit, and whatever materials and processes bring the highest profit are used without concern for the environment. 

Let's take conventional cotton, for example. This water-intensive crop dried out what used to be the fourth-largest lake in the world. It is also a chemically intensive crop. However, it remains the most used natural fiber in the textile industry.

Synthetic materials make up 64% of global textiles because oil is cheap and easy to source. Then there's the matter of intense fossil energy consumption. Little wonder the fashion industry is responsible for 4 to 10% of global greenhouse gas emissions², a significant contribution to climate change.

Many textile manufacturers dump their industrial waste into water bodies. The harmful chemicals make the water unsafe for marine life and human use. Nylon, elastane, and polyester textiles shed about 700,000 plastic fibers with each wash¹.

Exploitative labor

Many fashion brands outsource their manufacturing process to factories in developing nations. There, the labor is much cheaper. That affordability comes from taking advantage of weak regulations and economically disadvantaged people.

According to a recent Oxfam report, only 2% of the 75 million garment workers in the world earn enough to live on. They work long hours in poor working conditions. For instance, the Rana Plaza collapse may have happened ten years ago, but survivors still suffer. The cotton industry is still the champion of child labor and forced labor. Lastly, the U.S. government found that 80% of garment contractors in Southern California were violating labor and overtime laws.

Reports of social injustices have plagued the fashion industry for decades. Fast fashion brands are quick to deny involvement in any wrongdoing and conveniently pass the buck to faceless third parties. However, these brands are the most questionable. A recent report revealed their unfair dealings with suppliers³, impacting workers down the supply chain.

What is sustainable fashion?

Sustainable fashion refers to efforts by players in the fashion industry to reduce their environmental and social impact. The objectives are to avoid depleting natural resources, reduce emissions, keep the environment safe, and treat workers in the fashion industry fairly.

We examine three critical components of sustainable fashion below. 

Environmentally friendly 

Sustainable fashion entails reducing the harm of fashion products on both the environment and the people who make them. It considers the entire product life cycle: fashion design, material sourcing, manufacturing, distribution, wear, and disposal. Every stage must be eco-friendly.

Sustainable fashion brands use natural, low-impact dyes, natural fibers, and biodegradable materials for packaging. They also power their production processes with renewable energy sources.

Socially responsible 

Many industry players hide unfair labor practices from consumers and regulation boards under the guise of keeping trade secrets. The supply chain is long and complicated for that exact reason.

An essential objective of sustainable fashion is to establish a transparent and ethical production chain. It would enforce accountability and fair trade practices in the fashion industry. With nowhere to hide, brands and manufacturers will have no choice but to do right by garment workers.

Economically sustainable 

Fashion is commerce, and sustainable fashion must be economically viable. Otherwise, how will the millions working in the industry earn a living? 

Sustainable fashion provides opportunities for long-term cost savings across the industry through material recycling, waste reduction, and shorter supply chains. It also keeps pushing the boundaries of science and technology to find solutions that are better for the economy in the long term.

Sustainable fashion terms

Sustainable fashion is expressed in many different terms. Although they are based on the same principles, they have different definitions based on which sustainable practices they emphasize.

Ethical fashion

Ethical fashion focuses on doing what is morally right. It goes beyond local labor and trade laws to ensure no humans are endangered or exploited for fashion's sake. 

Brands that take an ethical fashion stance are big on employee welfare. They remove materials or processes that can endanger employees' health and pay living wages. 

They uphold fair trade practices when dealing with suppliers and champion animal welfare. 

Vegan and cruelty-free fashion

Vegan or cruelty-free fashion focuses on animal rights but can have slightly different meanings. It advocates for not using materials of animal origin. It champions the sustainable use of plant or synthetic materials. Cruelty-free fashion, conversely, can mean zero animal products or that the animal products were obtained without harming animals.

Circular fashion 

Circular fashion is a sector of the circular economy. It refers to finding ways to keep fashion products and materials in use for as long as possible. It starts with intentionally designing reusable, repairable, and recyclable items. 

Brands that practice circular fashion usually have a take-back system to collect post-consumer waste and recycle it into new items. Fashion rentals and second-hand stores also help circulate products.

Slow fashion

Slow fashion directly opposes the pace of fast fashion. It intentionally produces fewer collections using the best materials to ensure longevity so consumers shop less. Slow clothing companies will hire fewer workers, but then they can offer better pay and benefits.

Some slow fashion brands opt for using traditional production techniques. They may work slower than companies with industrial machines, but they'll have a much smaller environmental impact. 

Conscious fashion

Conscious fashion is focused on consumers' actions and demands that they make responsible fashion choices. Consumers supporting it are aware of their fashion choices' social and environmental impact. They purchase clothing for quality and longevity rather than fast-fading trends. They are deliberate about reducing their waste and carbon footprint.

Eco fashion 

Eco-fashion is concerned with environmental impact and is usually focused on brand activities. An eco-friendly brand does no harm to the environment. 

Eco fashion’s concerns include using eco-friendly materials, eliminating waste, treating wastewater, clean energy, and responsible resource consumption. Eco-friendly brands also source locally, offset carbon emissions, and use biodegradable or recyclable packaging.

Green fashion

In many circles, green is synonymous with natural, organic, and plant-based. Green fashion advocates for replacing synthetic materials with natural materials. 

Green fashion companies prefer to work with plant-based materials, using methods with minimal environmental costs. They avoid using harmful synthetic chemicals and try to produce only biodegradable waste.

Why is sustainable fashion important?

Current practices will deplete raw materials, trigger social unrest in response to injustices, and pollute the environment beyond repair. If the fashion industry does not change course, it will implode.

The obstacles to an ethical and sustainable fashion industry

The idea of a sustainable fashion industry has existed since the 1970s, but very little progress has been made. Below, we discuss some obstacles to keeping sustainable fashion from being a reality.

Greenwashing 

Many brands have been caught embellishing their sustainability efforts. Greenwashing involves claims to be sustainable but only using surface-level eco-friendly practices. Brands present impact reports that grossly understate their environmental impact.

For example, Zara keeps launching shiny sustainability initiatives but releases a new collection every other week. They released a “sustainable” collection using recycled carbon emissions. The reality is that the clothing line only contained 20% of the recycled material.

Loss of employment

For most people, especially those working in the fast fashion industry, sustainable fashion threatens their livelihood. Although slower production is environmentally friendly, it requires less labor and would cause many to lose their jobs.

The fear of mass layoffs and their economic and social implications presents a dilemma. Most people point out that sustainable jobs would emerge, but not many are willing to bet on hypothetical jobs. Present job opportunities in the sustainable fashion industry are still few and far between. Most require high qualifications, leaving unskilled workers in the lurch.

Loss of profit

Fast fashion companies make a lot of money with the current system. Changing their business models to address environmental concerns will result in higher overhead costs and lower profits. Therefore, their incentive to refuse sustainable fashion is quite strong. 

Also, the technology needed to power a sustainable fashion industry is still largely underdeveloped. Sustainability experts present recycling as a cost-saving concept, but in reality, it is a complex and expensive process. That is one reason only 1% of textiles get recycled⁷.

Lack of legislative support

Legally enforcing sustainable practices is harder than it looks. The government has to carefully consider every policy's economic, social, and political implications, and fine-tuning a policy may take years.

They also have to deal with fierce opposition from power industry players. For example, Nike is one of the companies lobbying to weaken the bill to ban U.S. imports of goods made using forced labor from China. Whatever their arguments are, it is to protect their interests above anything else.

Consumer behavior 

Consumers’ insatiable appetite for cheap, fast fashion is the industry's lifeblood. It's easy to point at fashion brands, but demand fuels supply.

Most people buy clothes only considering themselves because they don't directly suffer the environmental and social impact. Some people even have a negative perception of sustainable clothing as being unfashionable. Others may not understand the whole concept of sustainable fashion.

How can you support sustainable fashion?

Your fashion concerns should extend beyond what looks good on you. It should be good for the planet, the people who made your clothes, and the future generation. 

Here are a few things you can do to make your wardrobe environmentally friendly.

Change your consumption habits.

To practice sustainable fashion, you need to reduce how often you buy new clothing. Rather than jumping on the latest fashion trends, choose designs that will remain in style for years. 

The longevity potential of the clothing is also an important consideration. Wearing your clothes for as long as possible is the best way to reduce your fashion carbon footprint. If you must buy a new outfit, consider renting, swapping, or thrifting. 

Dispose responsibly.

If you have clothes in wearable condition you no longer want, you can dispose of them in a few eco-friendly ways. 

First, consider gifting the clothes to a family member or a friend. If no one in your close circle needs them, donate them to a homeless shelter. Animal shelters can use your worn-out garments as mattress stuffing. Donating unwanted clothes to charity should be your last option because most donated items end up in landfills in developing countries.

Buy from sustainable fashion brands.

The best place to get sustainable garments is from sustainable fashion brands. Look for brands that choose natural materials like organic cotton, hemp, plant-based leather, etc. Energy efficiency and waste reduction are also essential attributes. These brands ensure that their supply chain is transparent and ethical. 

Some sustainable clothing companies have sustainability certifications. Oeko-Tex, Bluesign, and the Organic Content Standard are some common certificates for eco-friendly practices. B Corporation and Fair Wear certify fair trade practices. PETA or the Responsible Down Standard may certify brands that prioritize animal welfare.

In TRVST, we put multiple spotlights on these types of companies. Some sustainable fashion examples include Made Trade, Outerknown, and Reformation.

Educate yourself about sustainable fashion.

Learning more about sustainable fashion empowers you to make eco-friendly fashion choices. You don't need to be a sustainability expert, but keeping up with important information is essential. Don't rely on brand marketing messages alone; credible blogs and reports will give you unbiased opinions. Start it by exploring our post on recent innovations in sustainable fashion materials.

Another vital thing to educate yourself on is clothing care. Proper garment care extends the lifespan of your clothes, so you don't have to replace them often. Learn some basic mending skills, eco-friendly laundry tips, and storage tricks.

Conclusion

What is sustainable fashion? It refers to producing fashion items without environmental harm, resource waste, or exploitative labor. Sustainable fashion aims to secure a sustainable future for the fashion industry.

Will sustainable fashion ever become a reality? Some people believe it's a pipe dream, but we can't say never until we have exhausted all efforts. However, we cannot continue to ignore the environmental impacts of fashion as it is. You can make your wardrobe sustainable by buying less, using your clothes for longer, and supporting sustainable clothing brands.