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How Fashion Brands Can Embrace Sustainable Practices Without Sacrificing Style?


Dec 12, 2023
Sustainable Fast Fashion

Are you aware of the term “sustainable fashion”? If not, you will hear about it soon. Fashion and style have evolved drastically over the years gone by. ESG practices exist in different industry sectors, and the fashion industry is no exception. There is a need to make fashion sustainable without sacrificing the style quotient. Did you know the fashion industry emits over 2 billion tonnes of carbon dioxide annually? Sustainable Fast Fashion can manage CO2 emissions and other harmful environmental effects. 

Let’s delve deeper to understand how fashion brands can become sustainable without compromising the style quotient.

What exactly is sustainable fashion?

Sustainability in any industry means reducing the harmful impact of things on the environment. Sustainable corporate entities also fulfill their social responsibilities. In the fashion industry, sustainable brands do not harm the environment with their production and distribution practices. 

Sustainable fashion includes practices to reduce toxic waste, carbon emissions, and the usage of non-renewable resources. Sustainable fashion brands also have fair labor policies to promote diversity, acceptance, and equal representation. For a fashion brand to become sustainable, every activity ranging from garment production to distribution, must be considered.

It is easy for a fashion brand that launches exclusive collections once or twice a year to become sustainable. The real issue lies within the fast fashion industry, where clothing collection launches are so frequent that the biggest fear remains meeting customer expectations. The fast fashion industry launches trending designs for the common public at reasonable rates. 

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Since the production and distribution processes of the fast fashion industry are quick, the biggest challenge lies in ensuring sustainability. Recent trends have shown that the fast fashion industry has started taking baby steps toward sustainability. Many fast fashion hubs in economically-challenged areas have helped people escape the vicious circle of poverty.

Eco-friendly clothing is on its way toward becoming the highest-growing sector within the fashion industry. Big fashion brands like OVS and H&M have taken significant steps toward ensuring sustainability and tangible improvements in the second-hand fashion industry have helped the cause of reusing and recycling clothes. 

According to reports, the global second-hand fashion industry is worth over USD 40 billion, all achieved without sacrificing customer style quotient. A small change in production and distribution processes can help a fashion brand achieve notable results. 

Let us understand the best practices for brands to ensure sustainable fast fashion.

Best practices to embrace sustainability without sacrificing style

Why is sustainability essential for fashion brands in 2023? Did you know that investors hesitate to invest in non-sustainable fashion brands? They want to keep their name private from a fashion brand infamous for poor social policies and environmental degradation. 

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Similarly, customers have become concerned about corporate entities harming the environment. Social committees protest against corporate entities that do not think about employee welfare. A non-sustainable fashion brand might need to maintain continuity in the coming years.

Here are some practices for brands to achieve sustainable fast fashion without sacrificing style:

Use Sustainable Raw Materials

Fashion brands must include sustainable raw materials in their production process. Sustainable raw materials within the fashion industry will not hamper the environment. Recycled polyester, Tencel, hemp, linen, cork, organic cotton, and bamboo are a few sustainable raw materials used in the fashion industry. As more and more fashion brands start using sustainable raw materials, the harmful impact on the environment will decrease. These raw materials help make designer and aesthetic clothes without harming the environment.

Spread Awareness Among Customers

Fashion brands can take some initiatives to educate customers regarding the importance of sustainability, such as asking them to reuse or recycle old clothes instead of throwing them away. Fashion brands can also ask customers to donate old clothes to needy people. Marketing campaigns to motivate customers to buy sustainable clothes can be a great initiative.

Waste Management

Effective waste management can help a fashion brand fulfill its social responsibility. The first step in the fast fashion industry is to reduce overproduction. Business owners must reduce harmful and toxic waste materials produced due to garment production. Finally, asking customers to recycle or reuse old clothes is another way of reducing waste.

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Ensure Labor Welfare

To become sustainable in the true sense, a fashion brand must implement fair labor policies. It can include improving the working conditions for factory workers within a garment factory. In addition, fashion brands must manage the working hours to ensure such workers are kept safe from exploitation. It is high time the fast fashion industry starts focusing on labor rights.

In Conclusion

We only have limited resources, and sustainable fast fashion is the key to preserving them. Fashion brands can seek support from third parties to implement sustainable practices. A sustainable fashion brand will attract more investors and customers. Start implementing sustainable fashion practices right away!

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