A Beginner’s Guide.
Understanding Sustainability
In a world where hyper-consumerism is at an all-time high and natural resources are steadily depleting, how do we bridge the gap between meeting high consumer demand and creating a circular economy that not only benefits us but the environment in the long run?
The fashion industry although known for its creativity and cultural relevance, has always had such a significant negative impact on the environment. Understanding what sustainability is, specifically in fashion, begins with exploring the intersection between growing fashion trends, hyper-consumerism/mass production and environmental responsibility. This article is a beginner-friendly guide to what sustainability in fashion means and why I think we should all care about it.
First of, what is sustainability in fashion?
When you think sustainability in fashion just think about all the efforts the fashion industry takes and can take to significantly lower the damage they do to the environment. It is also the measures put in place to promote social well-being and maintain economic viability throughout fashion’s whole production and distribution process. It is the consideration of all these things at every stage from material sourcing to end-of-life solutions that encompasses sustainable practices.
Why does fashion even need to be sustainable?
Due to constant high consumer demand, the global fashion industry is one of the most resource-intensive sectors and this tracks because everyone on the planet owns clothes. When it comes to fashion and sustainability these are a few of the key concerns:
Environmental Impact: The fashion industry is the second-largest polluter in the world, responsible for around 10% of all global greenhouse gas emissions. It also gobbles up a staggering 73 trillion litres of water every year, putting huge pressure on our already overburdened water supplies. A big part of the problem comes from fast fashion, which often relies on synthetic fibres like polyester beacuse they’re much cheaper to produce. These materials come at a serious environmental cost. Not only are they made from petroleum based chemicals which come from non-renewable fossil fuels, they also release microplastics when washed, which end up in our oceans, causing major damage to marine life and eventually humans. These microplastics are incredibly persistent, sticking around in the environment for centuries, and working their way up the food chain. All of this paints a pretty grim picture of the industry's impact on the planet but it also shows why we need to change the way we think about, make and consume fashion as a whole. From shifting to more sustainable materials to embracing the circular economy, there’s definitely room for improvement and it’s about time we started taking action.
Waste Generation: Every year, over 92 million tonnes of textile waste is generated worldwide and a good chunk of it ends up either in massive landfills or incinerated. As a result, the fashion industry has become the fastest growing waste industry and it’s showing no signs of slowing down unless we do something about it. This isn’t just a problem for the environment but a complete waste of resources too. So much of the fabric used to make clothes could be recycled or repurposed but instead it gets thrown out, contributing to the waste crisis we have globally and specifically in Sub-Saharan Africa.
Ethical Issues: The fast fashion industry is under a lot of scrutiny right now and rightfully so. With increased focus around issues like labour exploitation, unsafe working conditions and shockingly low wages, businesses are now having to re-examine their whole supply chain and production processes. Workers in many developing countries often face long hours, terrible pay and hazardous environments, all while lacking basic rights or adequate protection gear. It’s a system that’s built on taking advantage of the most vulnerable, and it’s about time that these practices were exposed and held to account. As consumers are becoming more aware of these issues, it’s crucial that brands step up and take responsibility for how their clothes are made.
Sustainable fashion is all about tackling the ethical and environmental issues caused by fast fashion, promoting smarter consumption and more responsible production. It encourages people to rethink how they shop by focusing on buying less but better quality long-lasting pieces, rather than contributing to the endless throwaway culture of fast fashion. Here’s a breakdown of how the fashion industry can start adopting more sustainable practices.
Slow Fashion: Unlike fast fashion, slow fashion is all about quality over quantity. It focuses on timeless design and durability, encouraging consumers to buy less, and focus on quality items that are made to last. It’s about stepping away from the disposable fashion mindset and opting for pieces that can be worn for years and years.
Circular Economy: A circular fashion system is a system where materials are kept in play for as long as possible. This encompasses recycling, upcycling, or repurposing clothing. Anything to make sure nothing is wasted and clothes always have a second life. Brands can jump on board by launching take-back schemes where customers return old clothes for recycling or by offering pre-owned pieces. It’s a good way to extend the lifespan of clothes and cut down on the waste that usually ends up in landfills.
Ethical Labour: Real sustainability isn’t just about the environment, it’s also about the people making the clothes. We need to champion fair labour practices, including fair wages, safe working conditions and workers’ right to trade unions. Keeping brands accountable and making sure they have certain certifications like Fair Trade and SA8000 can help verify that brands are truly committed to treating their workers fairly.
Sustainable Materials: Opting for organic, biodegradable/recycled materials is a great start to reducing the environmental impact of clothes production. Fabrics like organic cotton or recycled polyester are far better for the planet than the usual synthetic fibres even if slightly costlier. With new innovations on the rise, we’re seeing the production of even more sustainable materials like lab-grown/vegan leather and hemp-based fabrics.
Transparency: For sustainability to be meaningful, brands need to be transparent about where and how their products are made. Showing the journey of their clothes helps build trust and keeps them accountable. Using tools like blockchain technology can make traceability even easier, giving consumers the knowledge they need to make informed choices and ensuring that ethical standards are met along the way.
How Can You Be More Sustainable As A Consumer?
Buy Less, Choose Better: If you want to be a more eco-conscious shopper, it’s time to sort for quality over quantity. Instead of buying into the cycle of over-consumerism, invest in versatile, durable pieces that reflect your personal style. You can check out the AYA guide for brands that offer sustainable stylish pieces that are built to last. This way, you won’t feel the need to constantly buy new things, and you’ll have a wardrobe that stands the test of time.
Support Ethical Brands: Do a bit of research and shop from brands that are genuinely committed to sustainability. Look out for those who are transparent about their practices.Again, the AYA guide can be a real gem for finding sustainable brands in one handy place 😉.
Extend the Life of Clothes: Instead of throwing away old clothes, try mending, repurposing, upcycling or even donating them. There’s so much life left in your items, and with a little creativity, you can give them a whole new purpose.
Choose Secondhand: Thrift shopping or swapping clothes with friends helps reduce the demand for new production. Not only does this lower your environmental footprint, but it can also lead to some truly unique finds.
Educate Yourself: Familiarise yourself with sustainability certifications like GOTS (for organic textiles) or B Corp (for ethical businesses). Understanding the lifecycle of garments helps you make smarter, more sustainable choices.
The Way Forward
While some brands are making real progress on the sustainability front, greenwashing (where companies mislead consumers about their environmental responsibility) is still a big problem. Thankfully, organisations and regulatory bodies are pushing for more accountability and consumer awareness, moving the industry in a greener direction.
Sustainability in fashion isn’t just a passing trend. It’s a movement that’s transforming how we approach style and consumption. By making more informed choices, both brands and consumers can play a role in driving one of the biggest industries towards a more ethical and environmentally friendly future.
