CARE FOR MOTHER EARTH BECOMES PRIME AGENDA
Textile is the 2nd largest industry causing pollution.
Each year more than 85% of used clothes go in Landfill, and only 15% are recycled.
This textile industry is creating a huge amount of waste.
In the last 15 years, the consumer is buying 60% more pieces of clothing compared to our last generation.
Brands and retailers are under immense pressure to provide textile and apparel products which are environmentally sustainable due to the disruption caused by Covid 19.
Consumers are demanding materials incorporated in textile and apparel products that are capable of being traced along the entire supply chain.
This is considered to be particularly important in relation to fibres derived from recycled materials. Research by McKinsey & Company showed that of the 2,000 consumers they surveyed, 57% have made significant changes to their lifestyles to reduce their environmental impact.
Additionally, 67% consider the use of sustainable materials to be a critical purchasing factor, and 63% take into account a brand’s promotion of sustainability, making it evident that brands need to recognise that consumers are making a conscious decision to purchase from sustainable fashion players.
“We are making a 100% sustainable bamboo essential clothing line that includes activewear, Loungewear, Daywear, Casual tees, and innerwear.
We have taken a small step to contribute towards reducing greenhouse gases, carbon footprints to save the
The focus of our brand is to fulfill the daily wear needs of customer,” said Fahmeeda Chodhury, Founder, Femi Fashion and a portal by the name BamboologyTrends.com which is committed to working towards sustainability and climate saving.
“I think social responsibility programs should be run by the government for creating awareness for not to use polyester products which are petroleum byproduct,” averred Fahmeeda.
With increasing consumer demand a sharp rise in the introduction of smaller ethical retailers into the industry which has had a clear effect on larger brands to make changes too has been seen.
Big names in fashion like ASOS, Prada, Stella McCartney and Doc Martens’ vegan range to name a few are making changes to their packaging, production and materials.
The secondhand market for luxury goods has become the fastest growing area for the luxury industry.
It is estimated that in 2021, the market will drive $36 billion in revenue.
Through the McKinsey survey, around 50% of Gen Z and millenials expect to purchase secondhand fashion items after COVID, making it evident that there is a major opportunity for fashion brands to enter the circular economy.
As Gucci follows Burberry and Stella McCartney’s footsteps and forms their latest partnership with The RealReal, these luxury brands have showcased that consignment marketplaces can complement brands by offering them a platform that not only extends garment life but also a new consumer demographic.
Indeed, cellulosic fibres derived from textile and clothing waste are attracting high commercial interest, and a number of the apparel industry’s key players – including H&M Group, Kering and Patagonia – have invested in start-ups innovating in this field.
Other companies, such as Adidas, Bestseller, Levi Strauss & Co, PVH and Wrangler, have established partnership agreements through which they are exploring the use of such fibres in the manufacture of innovative new products.
Some start-up companies – such as Evrnu and Renewcell – have focused on the development of pulp derived from textile waste.
This pulp can, in turn, be used as an alternative to wood pulp in the manufacture of cellulosic fibres such as lyocell and viscose.
Meanwhile, other start-up companies – notably Infinited Fiber Company and Spinnova – have developed their own “unique” cellulosic fibres which are made from cellulose derived from textile waste.
Looking to the future, demand for cellulosic fibres – and lyocell in particular – is set for healthy growth, and so there is much opportunity for providers of cellulosic fibres derived from textile and clothing waste. Asahi Kasei, Birla Cellulose, Lenzing, Sateri, and Tangshan Sanyou are some of the market leaders in the segment.
Hemp and Bamboo are considered to be most sustainable fiber on earth.
Highlights in sustainable fashion
recent sustainable fashion highlights from the big names in the industry.
• ASOS is rolling out new 100% recyclable bags in 2020.
They are made from 65% recycled materials (up from the current 25%). They also introduced a responsibility edit, allowing users to filter and refine search results for sustainable garments.
• Prada sign a £43m deal with a financial services company for a 5-year sustainability loan in order to meet three eco-friendly objectives.
Using sustainable material Re-Nylon, environmentally friendly designed stores and staff working requirements.
• As a lifelong advocate for animal rights, Stella McCartney’s fashion lines have always been ahead of the curve when it comes to environmental friendliness.
She’s partnering with Adidas to create a bio-fabric tennis dress made of vegan spider-silk. The material is created by tech startup
Bolt Threads who make the completely biodegradable yarn from yeast.
• More fashion houses ditch the fur.
The past couple of years has seen the likes of Gucci, Versace, and Armani leave fur behind in favour of more ethical products.
• H&M run a global Garment Collection programme that allows customers to bring in bags of clothing (not just H&M brands) for recycling.
The incentive is a £5 voucher to use on your next shop.
They also sell a sustainable clothing range.