Lately we talk more and more often about sustainability, a term that for better or for worse is on everyone's lips in various fields. If we think about the sustainability as a practice to be implemented in everyday life, the question that may arise is: how do I make my daily actions sustainable?
The term sustainability has actually become part of everyday conversations to date. Many industries are inquiring to try to make their productions as sustainable as possible to meet the sustenance of the planet.
There are many sectors converted to this new trend, which are trying to give their best for a definitive green theme change. The fashion industry is one of them and has been joining the trend for some time now, let's see how it is driving the change forward.
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Sustainable fashion is awareness
Being aware is the first step to being sustainable. With this concept we intend to inquire about, for example, the garments we wear why sustainable fashion begins above all with labels. Numerous apps have emerged that assign a value score for sustainable fashion brands based on working conditions, use of animals and environmental impact. Fortunately this good practice has somehow forced companies to review the entire production cycle, modifying in part or all the program followed up to that moment.
Thanks to this rating system, some small brands very attentive to sustainable fashion have emerged "from the dark" quickly becoming popular precisely for their actions in the field of sustainability.
The fashion industry becomes ethical and sustainable
After the denunciation of episodes of exploitation within the production processes, the great fashion machine has set in motion towards a radical change.
The straw that broke the camel's back is definitely the Rana Plaza massacre, the collapse of a factory in Bangladesch where 1136 workers lost their lives forced to sew clothes for 12 hours per day with a salary of less than € 30 per month.
The garments produced in this factory served to supply some of the most famous fast fashion chains in the world. A few examples? Mango, Primark and Benetton. From that moment on it is as if a huge vase had been uncovered revealing all the horrible secrets inside.
Nobody can pretend nothing has happened anymore and indeed, now every fashion house has rolled up their sleeves to be the winner in what has become the race for sustainability. What have fashion brands actually done or are doing?
Ethics is the watchword for companies, that is:
- committed to the well-being of their workers
- certified against exploitation
- in favor of fair pay
- careful to ensure good conditions in the workplace
If we weren't before, now we are much more aware of what a jacket is really worth, a skirt, dress or trousers that we wear. At least we know what's behind it. And who among us wouldn't be happy wearing a item of clothing that was created without harming the environment and workers?
From Slow fashion to Recycled fashion: the vocabulary of sustainable fashion
With the radical change we talked about in the previous paragraphs, they have gradually defined themselves new terms about sustainable fashionand which are opposed to those used previously. The prime example is the brand new Slow Fashion is opposes and distances itself from Fast fashion. This means that we have passed by produce low-quality clothing and at a low price, which follow only and exclusively fashions and seasonality, to one more refined attention to quality and detail, without being guided by consumerist impulses. Who made this dress and how did they do it? It is the right question to ask.
It may seem - and it really is - already a huge achievement, but green fashion did not stop there. Let's see what the other terms coined in the field of Sustainable fashion.
Circular fashion
Circular fashion concerns the life cycle of a product, from creation to use and up to the final stage which must be recycling and not disposal. It is a fashion that focuses and studies ways to reuse materials while minimizing their impact on the environment.
Recycled and Upcycled fashion
Closely related to circular fashion, these two terms refer to the industrial process of breaking down the garment into all its materials, which are then used for something new. But not only that, even imagining new uses of the same object is a prerogative of sustainable fashion.
Eco friendly fashion
In this case the focus is on the material of which the garment is made. Organic cotton, hemp, linen and dyes made for example with vegetables will be preferred over synthetic fabrics and chemicals.
Cruelty-free & Vegan Fashion
A brand that calls itself cruelty-free takes a strong stand against testing ingredients and products on animals. This means that in the production process no animals are injured or killed to get to the final product. For brands that don't use animals at all, the correct term is Vegan
Organic & biodegradable fashion
Organic fashion is a fashion that can be defined as such as it uses only materials deriving from crops without the use of pesticides, fertilizers, GMOs or other. For example, wool without synthetic blends is biodegradable (it can degrade in the environment without releasing harmful chemicals), but that doesn't mean the sheep it comes from have been treated well.
Greenwashing
It literally means “green wash” and is a term that indicates the phenomenon that some brands give a false impression of their sustainable efforts. An example? More and more brands are creating sustainable “capsule collections” to demonstrate the principles underlying the brand. Not necessarily all that glitters is gold.
Cost to wear
Indicates the value of a garment based on how many times it is worn. This word leads us to an important reflection: it is much better to spend more for a lasting garment that we will wear many times, rather than spending little on clothing that will soon be disposed of, involving an environmental impact.
carbon neutral
A company that proves to be carbon neutral means that it is committed to avoiding carbon emissions throughout the production process. Gucci is one of the big names that is trying to take this path, promising to compensate (in case of failure) with donations to entities that fight deforestation.
Sustainable fashion for big brands in Italy and around the world
We have already mentioned someone in the previous paragraphs, but who are the other Italian brands, fashion excellences who have chosen the path of sustainability for their company?
Salvatore Ferragamo has kept production completely Made in Italy adhering to a responsible production chain and with high standards regarding human resources.
Fendi instead, since 2006 he has been following a project that foresees the recycling of materials to create luxury bags, minimizing the environmental impact of production waste.
Patagonia is another of the brands worthy of being part ofOlympus of sustainable fashion. He has dedicated a specific section on his website in which it is explained that their garments are made to last a long time and be repaired after many years of use. It also donates 1% of its profits to environmental organizations around the world.
Stella McCartney famous for being not only a stylist but also an activist in the green field. Its London flagship is one of the most sustainable in the world. The materials used for all of her clothes are ecological.
Michael Kors, Bottega Veneta, Armani, Versace, Burberry and Ralph Lauren are the other big names that have been taking action in favor of sustainable fashion for some time now.
How can you make your contribution?
If you are passionate about the theme e you want to contribute significantly, read below a brief recap of everything you can do for continue to dress well, with an eye to the planet.
- always read the labels
- inquire about the production of a brand that interests you
- invest in high quality clothing that will last longer
- choose garments made with biodegradable and natural fibers
- recycle any clothes you no longer use
- give new life to disused accessories
Thinking about it is not difficult, let's follow all these simple steps… and the planet will thank us!
Article source feminine
