Sustainability is, in my opinion, the defining theme of the twenty first century. We are beginning to realise the consequences our actions have on the environment and the importance of looking after the world we live in. Fashion is a sector that has a significant impact on the planet; the issues affecting this industry range from poor labour conditions, to our consumer society. As a consequence, some brands are challenging themselves (and the whole fashion industry), towards a more eco-friendly and conscious approach to their products, not only in their production processes but also the design, manufacture and use of the clothing.
(Photo Credits: explara.com)
Clothes nowadays are considered to be a throwaway item; there are no longer two fashion seasons a year, Autumn/Winter and Spring/Summer. Instead, brands keep coming up with new products every week, bringing catwalk styles to the streets in a matter of weeks. Whenever we go shopping for a new outfit, we usually do not take important environmental factors in to consideration such as whether it is sustainably/ethically made, uses organic materials or if it has been handmade. However, that purchase has a bigger impact on the planet than we could ever imagine: it takes about 2,700 litres of water to produce the cotton to make just one T-shirt and the water pollution of organic cotton has been shown to be 98% less than non-organic!
Small actions can add up to great change, so next time you go shopping for a new pair of jeans, why not check their label? Have a second thought on whether you really need them, or even take a better care of the clothes you already have, fill up the washing machine whenever you are doing a wash and I can assure you that you will be making a big difference!
Slowly but steadily
Even though the fast-fashion phenomenon present in our society is a challenging problem to be tackled by firms, some brands are starting to adapt to a more ethical approach, including H&M and Topshop. For instance, ZARA has recently launched a new collection entitled #JoinLife. The items in this new sustainable collection are made with eco materials such as organic cotton, recycled wood and Tencel (a fabric made from wood cellulose) and take into consideration the environmental effects the production process has on our planet. This capsule collection is without any doubt a step in the right direction for the brand and the whole fashion industry.
(Photo Credit: Zara.com)
Ethical fashion brands to discover
There are also an increasing number of brands adopting this ethical attitude throughout their production processes. Personally, I love GATHER&SEE, a UK online boutique which works with brands and individual designers offering a huge variety of the products on their site. Check it out to see handmade clothing and recycled collections that present sustainable fashion in a fresh and very creative way.
(Photo Credit: gatherandsee.com)
Finally, if the environmental cause is not a good enough reason for you to change your shopping habits, there is another benefit to purchasing organic products. Did you know that your skin also suffers from the chemicals and toxins some of the clothes we wear are made from? By buying eco garments, yours and everyone’s lives will be remarkably improved; it’s without any doubt a win-win scenario!