Is sustainable fashion just a trend?


Why sustainable fashion will become mainstream.

Sustainable fashion is not just a passing trend. It has evolved far beyond that. It represents a significant shift in the fashion industry towards more responsible and environmentally conscious practices. It has become a critical focus for the fashion industry, with long-term implications for how clothes are designed, produced, and consumed. However, like any significant change, its progress and momentum depend on ongoing consumer, business, and regulatory efforts.

Several factors continue to drive the relevance of sustainable fashion -

Increased Awareness:

There has been a noticeable increase in consumer awareness and concern about the environmental and social impacts of the fashion industry. With the proliferation of the internet and social media, information about more sustainable fashion options is readily available. We can easily access articles, videos and social media content that educates us about the impacts of fashion.

Documentaries like "The True Cost" and other films have shed light on the fashion industry's dark side, exposing issues like sweatshop labour, pollution, and waste. Just as influencers and celebrities with substantial reach on platforms like Instagram, YouTube, and TikTok have used their platforms to advocate for and showcase eco-friendly brands.

At the same time, brands and organisations in the fashion industry are becoming more transparent about their supply chains, production processes, and sourcing of materials. This transparency allows consumers to make more informed choices.

Let's also not forget that many consumers, especially younger generations like Millennials and Gen Z, place a higher value on sustainability, ethical production, and transparency. They actively seek out brands that align with these values.

This has all helped drive up demand for sustainable and ethical alternatives.

Regulatory Changes:

Governments and regulatory bodies in various countries are introducing laws, policies, and regulations to encourage or enforce environmentally and socially responsible practices within the fashion industry. These changes are intended to mitigate the negative impacts of fashion production and consumption.

These regulations include restricting hazardous chemicals in textile production processes—for example, the European Union's REACH regulation. Regulations also exist to limit pollution by introducing laws governing water discharge and waste disposal. Some regions have introduced regulations on animal-derived materials in fashion, particularly fur, leather, and wool production.

The UK, US, EU, Canada, Australia and China have implemented minimum wage laws and labour standards to ensure that workers in the fashion industry receive fair wages and work in safe conditions. In recent years, Bangladesh has made efforts to improve labour conditions in its garment industry, and Vietnam has also been working on strengthening its labour standards, including minimum wage regulations. Of course, regulations must continue to be implemented to combat child labour and forced labour in the production of textiles and garments.

Corporate Commitments:

Many large and small fashion brands are adopting sustainable practices as part of their business models. They are investing in eco-friendly materials, ethical labour practices, and transparent supply chains. Many are setting specific, measurable targets related to sustainability, such as reducing greenhouse gas emissions, reducing water and energy usage or achieving zero-waste production.

Brands pledging to design products with longevity in mind are also supporting repairability and encouraging recycling. This has seen a surge in the popularity of some offering pre-loved options alongside their new collections.

As well as obtaining and maintaining certifications like Fair Trade, GOTS (Global Organic Textile Standard), or other industry-specific standards to validate their sustainability claims, brands are also investing in the communities where their production facilities are located. Supporting initiatives related to education, healthcare, and economic empowerment.

These commitments are driven by a desire to address the fashion industry's negative impacts and meet consumers' growing demand for more sustainable and ethical products.

Innovations in Materials and Production:

Advancements in technology have led to the development of sustainable materials, such as organic cotton and recycled polyester, and innovative alternatives, like mushroom leather and lab-grown textiles. These innovations are fundamental to advancing sustainable fashion.

It is widely known that polyester can be produced from recycled plastic bottles, diverting waste from landfills and reducing the demand for virgin polyester production. Equally, post-consumer or pre-consumer cotton waste can be collected and reprocessed into new yarns and fabrics.

Today's textiles include plant-based and bio-based materials grown without synthetic pesticides or fertilisers, like organic cotton. Natural fibres like hemp and flax require fewer resources than conventional cotton, and fast-growing materials like bamboo require minimal water and pesticides. These are all fantastic materials that significantly reduce the impact of textile production.

As we move up the spectrum, we have mycelium textiles derived from mushroom roots, lab-grown leather, biofabricated materials from bacteria or algae, and smart fabrics and nano-materials.

Whilst the latter innovations represent a promising shift towards more sustainable practices, it's important to note that they are not without their challenges, including scalability, cost-effectiveness, and ensuring that they are implemented in a genuinely sustainable way across the entire lifecycle of a product.

Circular Fashion Economy:

The Circular Fashion Economy is a holistic approach to fashion production and consumption that minimises waste and environmental impact while maximising the value and utility of clothing and textiles. It's based on the principles of reduce, reuse, recycle, and regenerate and has gained significant traction over the last few years.

In a Circular Economy model, clothing is designed to be durable, with quality materials and construction techniques that ensure longevity. This reduces the need for frequent replacement. Consumers are encouraged to extend the lifespan of garments by repairing and maintaining their clothing rather than discarding it when it's damaged or worn.

Crucially, the Circular Economy model promotes thrifting and buying second-hand to reduce the demand for new production and keeps clothing in use for longer.

In recent years, this approach has been taken one step further with the introduction of clothing rental. Rental allows consumers to change the items in their wardrobes more often without buying and discarding them after several wears. This is especially useful for one-off garments for special occasions.

The Circular Economy also promotes supply chain transparency, traceability, resource efficiency, biomimicry, bio-fabrication, and consumer awareness.


Although there is a positive trend towards sustainability in fashion, it doesn't mean that all fashion is sustainable or that the industry has completely transformed. There are still challenges, including issues related to greenwashing (when companies make false or exaggerated sustainability claims), the affordability of sustainable fashion, and ensuring that sustainability efforts are genuinely impactful.

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