The sustainability journey hasn’t any set standards which clothing/fashion brands could follow to make its products sustainable. Although there are certain constant requirements which every company need to follow while starting the journey of sustainability. But the overall procedure of every company is different. And they have to change its implications and standards in accordance with their systems. Every organization has to transform its main pillars in such a way so that it couldn’t upset its revenue, cost, brand and risk factor. For a successful sustainability penetration into company, you need to match the organizational financial objectives with environmental and social goals. So, if you effectively merge your corporate goals with your sustainable aims then you can offer a low cost ethical product to your consumers.
It’s true that sustainability journey has some cost but this can be managed through eco-friendly product corporate strategy. The same practice we can observe in our surroundings. And now, you can have multiple brands which are offering ethical products in competitive rates. The main thing which matters a lot is your intentions and willingness. If you have positive willingness and intentions towards sustainability then you can easily manage cost and benefits of the product. The below we have picked some fashion brands which working in the same lines. And catering its clients not only sustainable products with best competitive cost.
Fashion Brands Journey Towards Sustainability
Today, almost all famous fashion brands are putting their efforts towards transparency into their sourcing and production systems. As well as the materials which they are using for their products are also from ethical and eco-friendly sources. The caring attitude of the fashion brands towards green planet and equal rights of the workforce is on the top of list. In sustainability marathon, some fashion brands took a lead and transformed their 100% product line with eco-friendly label. Whereas, some are already transformed 50% of their productions on the same labor and environmental friendly concept. So, now it’s our prime responsibility to encourage the efforts of these loving and caring fashion brands. And try to replace our favorite but unethical high fashion brands with them within no time.
The famous women brand Skunkfunk’s collections in UK are 50% source by ethical sources. As they are offering technical outerwear and innovative fabric range to its target market, exclusively designed by their artists. As per the company’s statement, their sustainable garments are in accordance with the third party standards (Fairtrade, GOTS, Organic Content Standard, OCS 100) and independent certifications. Not only this, they are making revolutionary changes into their cutting pattern which leads the cutting waste up to 0%. So, besides sustainability efforts, its efforts towards wastage control are also a milestone towards waste to landfills. Because the wastage issue is also getting hype day by day. Whether it’s a production waste or the waste from useless clothes, both have a sheer impact on our environmental sustainability.
The German outdoor clothing brand “Vaude” (Mountain Sports, Bike Sports and Packs ’n Bags) has already crossed number of milestones towards sustainability. Now they announced that they will extend its environmental stewardship in the supply chain. As per the company’s target, they will ensure the 100% transparency of their entire material supplier. And the company’s believe that sustainable business pays off in the long term. Economic, ecological and social aspects must be equally considered. The company already published report for its sustainable accomplishment and future goals. And there is no doubt in it that such practices definitely grab the attention of informed clients.
The world famous brand Adidas has commendable journey towards sustainability. It’s one of those fashion brands who contributed a lot in favor of nature and natural resources. They have categorized the sustainable strategy into two major categories which are “Product” (Water Saving, Innovative Material, and Conserve Energy) and “People” (Empower people, Improve Health and Inspire Action). As per the company, these are the six strategic priorities and challenges where sustainable efforts are necessary. If you keenly look into detail of the targets of fashion brands towards sustainability. Then you would come to know that the whole sustainability revolves on these factors. You can check their published detailed report of the sustainable accomplishment of Adidas for the year 2016.
The famous retail giant Target join hands with Center for the Advancement of Science in Space (CASIS) and both shall accelerate sustainable cotton research. Both have recently took number of productive steps towards this goal but still they need to do a lot for this cause. Because, currently twenty three million metric tons cotton is producing around the globe. The conventional production requires 10,000 to 20,000 liters water per kilo gram. Along with that an intensive chemicals and pesticides are consuming on the same which are also really harmful for health as well as environment. Up till now, only 13% of the total cotton production is growing under a sustainable method. So, the challenge for the environment friendly organizations is really big and tough in this sector too.
Other Fashion Brands Practices:
Let’s have a quick review of the different famous fashion brands efforts towards sustainability. “Minna”, a wedding wear brand, already labelled itself as Eco Luxe brand. It’s Veils and bridesmaid dresses are normally from recycle, sustainable materials. So, whatever you buy from them, you have inner peace of mind that it wouldn’t hurt our globe. “Fat Face”, in 2016, they launched 360 plan to contribute a positive impact on the environment. Their 03 pillars (Responsible Sourcing, Environment Protection and Support People and local communities) sustainability business model covers the main environmental and people’s issues in an effective way. “ASOS”, an Internet giant, is doing tremendous efforts towards ethical clothing. Their ethical trade program, working with suppliers, ethical trade partnerships are proven and positive efforts towards the sustainable brand journey.
“Monsoon”, the brand’s 03 years initiative with Oxfam which supports Indian farmer for organic farming. Along with that, their steps towards recycled packaging, energy savings, supply chain measure and animal welfare are really incredible.
People Tree, a slow fashion pioneer clothing brand is really focusing on transparency. They have listed their suppliers on their site so that their clients could know their material sources. As per the company, they are not only passing and share their information with their suppliers but also support them financially. Seasalt, a Queen’s award (2013) towards sustainable development company, Seasalt is continuously increasing their local cloth manufacturing (South West, Guernsey and across the UK) so that their client could experience and enjoy more ethical products.
In the Nutshell:
The Government, civil society, especially the fashion brands should join hands with environment-people to achieve the sustainable development agenda by 2030. Although an ordinary consumer is now quite smart and more curious about product quality and environmental concerns. Even then, the environment issues are still really hazardous and making causes of serious health issues. The above guide only covered few UK fashion brands and some other fashion brands efforts of different countries towards sustainability. Here we can’t ignore the sustainability efforts of European, US and rest part of the world’s fashion brands. As mentioned earlier, together we can make a difference so joint efforts should be focused which would be in favor of environment and people’s health.