Wasted Fashion: The Need For Eco-Reinvention in the Fashion Industry



Sustainability is among the most popular words in all industries right now. The fashion industry is among the most affected, with every designer considering this. Building a label while remaining environmentally conscious is not always an easy endeavor but is it is a necessity. Sustainability in the fashion industry is hugely important, being the second largest global polluter. Many top brands in the industry began with little recognition for environmental sustainability but the overwhelming discussion surrounding the devastating impacts of fast fashion has triggered reactions from all quarters. Brands have taken and are taking steps to combat the impacts of their activities on the environment. Fast Fashion Fast fashion is unarguably the biggest problem in the fashion industry. This trend promotes increasing demand for new clothing items, which are produced quickly and cheaply to keep the cycle of increasing demand going. This production trend is in response to the preferences and choices of millennials. An analysis published by Betway showed the serious impacts of fast fashion on our environment. Combating the devastating impacts of the fashion industry has to start with the elimination of fast fashion. Scary Future If the impacts of the fashion industry are not combatted, the future looks dark even to the most optimistic person. Climate change, global warming, and water shortage are a few of the bigger problems in stock. Therefore, eco-reinvention becomes necessary in the fashion industry. Doing more with less Global resources are being stretched excessively hence it becomes paramount to find ways to do more with less. For example, a lot of water is consumed in the dyeing process but a brand has found a way to eliminate water from the process hence saving the world from possible water shortage in the future. Similarly, consumers have to get longer wears from fewer clothes hence the need to show a preference for high-quality materials instead of the cheap products of fast fashion. This means lower demand for new clothes and lower landfill waste. No longer business as usual The fashion industry has to move quickly towards sustainability because consumers’ attitudes are changing. Purchasing patterns are changing – brands have to find ways to eliminate processes that are not eco-friendly and be very transparent. Transparency Consumers are now asking questions about the materials used, the sources, and the processes of production. Fashion brands should clearly indicate these details on their websites. Brands that have impressed Some top fashion brands have shown impressive commitments toward greener evolution – using renewable energy sources, recycling water, etc. Nike and Adidas These two sporting giants command a large percentage of the market, with combined revenue of about $50 billion in 2019. Adidas is going plastic-free in all its offices while recycled materials are used for 75% of Nike’s shoes and apparel. Zara This Spanish brand has also achieved some impressive feats and announced that all sustainable fabrics will be used for all its clothes come 2025. H&M is the fourth brand on the Betway list.



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