Impact of Fast Fashion on Environment; Sustainable Fashion Key Insights & 4 Sustainable Clothing Brands

In a world where fast fashion trends come and go at an alarming pace, it’s our environment that is at the receiving end of it. Before moving to sustainable fashion, lets learn about fast fashion and its impact.

What is Fast Fashion?

The term ‘Fast Fashion’ was coined by the New York Times in early 1990 to describe Zara’s mission to take only 15 days for a garment to go from the design stage to being sold in stores. In other words, it refers to ‘cheaply produced and priced garments that copy the latest catwalk styles and get pumped quickly through stores in order to maximise on current trends’.

The fast fashion model involves the rapid design, production, distribution, and marketing of clothing, which means that retailers can pull large quantities of greater product variety and allow consumers to get more fashion and product differentiation at a low price.

Some of the largest players in the fast fashion world include – UNIQLO, Forever 21 and H&M alongside Zara.

However, there’s a growing movement towards embracing sustainable fashion and supporting ethical clothing brands. Let’s delve into the realm of conscious fashion choices and explore the positive impact it can have on both the planet and society.

The Environmental Impact of Fast Fashion:

The fashion industry is notorious for its environmental footprint, with the production and disposal of clothing contributing to pollution, resource depletion, and waste. Fast fashion, characterized by rapid production and low-quality materials, consumes huge amount of water and releases pollutants that takes toll on the Earth.

1. With around 700 gallons needed to manufacture a single cotton shirt and 2000 gallons needed to make a pair of jeans, the fashion sector is the second highest user of water. Because the leftover dying water is frequently poured into ditches, streams, or rivers, Business Insider further warns that textile dyeing is the second-largest water polluter in the world.
   
   
2. According to a report by the UN Environment Programme (UNEP), the fashion industry is the second-biggest consumer of water and accounts to 10% of global carbon emissions.
   
   
3. A 2017 report from the International Union for Conservation of Nature (IUCN) estimated that 35% of all microplastics (very small pieces of non-biodegradable plastic) in the ocean come from the laundering of synthetic textiles like polyester. These takes hundreds of years to degrade.
   
   
4. Large amounts of feed, water, land, and fossil fuels are needed to raise cattle for the purpose of producing leather. Additionally, the tanning process is one of the most toxic parts of the whole fashion supply chain because the chemicals used to tan leather are not biodegradable and contaminate water sources. These chemicals include formaldehyde, mineral salts, derivatives of coal tar, various oils, and dyes.

Sustainable Fashion: A Mindful Alternative:

Sustainable fashion seeks to address these environmental issues by adopting practices that minimize harm to the planet. This includes using eco-friendly materials, reducing water consumption, and implementing ethical manufacturing processes. Additionally, sustainable fashion emphasizes longevity, encouraging consumers to invest in timeless pieces rather than succumbing to fleeting trends.

4 Ethical Clothing Brands leading Sustainable Fashion

Many forward-thinking brands are spearheading the ethical fashion movement, prioritizing fair labor practices, transparency, and responsible sourcing. Let’s shine a spotlight on a few pioneers in this space:

1. Patagonia:

Renowned for its commitment to environmental and social responsibility, Patagonia produces high-quality outdoor clothing using recycled materials. The brand is a trailblazer in promoting fair labour practices and reducing its ecological footprint.

Patagonia incorporate recycled cotton into its raw materials whenever possible, reducing our CO₂ emissions by 82% per kilogram compared to using conventional virgin cotton fiber.

2. Eileen Fisher:

Eileen Fisher is synonymous with timeless and sustainable fashion. The brand champions organic fibres, upcycling initiatives, and supply chain transparency. Their dedication to creating a circular fashion economy sets them apart. Some of five key achievements of Eileen Fisher:

• Fisher debuts their first line of undyed wool “eco” clothing in 1996.
• Fisher launches their first line of organic cotton clothing in 2004.
• Fisher unveils VISION202 in 2015 with the goal of using only sustainable materials for five years. The business receives B-Corp designation.
• 2018 saw the firm execute a more energy-efficient refurbishment of its creative center, join the Harvard SHINE Worker Well-Being program, and pledge to adhere to the new Responsible Wool Standard.
• 2020: Fisher revises her VISION2020 plan to Horizon 2030, bringing wider impact requirements in line with regenerative agriculture and circular design.

3. Reformation:

Reformation combines style with sustainability, offering chic and eco-friendly clothing. Known for its commitment to minimizing waste, the brand uses recycled fabrics and implements innovative practices like water recycling in production.

The company source electricity offsets from 100% wind power suppliers and use LED lighting and Energy Star-rated appliances its offices.

Six of Reformation’s retail stores in California (Platform, Melrose, Vintage Melrose, Santa Monica, Fillmore, Valencia) and HQ West are now green business certified, operating using strategies that improve energy savings, water efficiency, resource stewardship, and reducing CO2 emissions. 

Reformation recycles compost organic wastes and recycle or donate its textile scraps whenever possible. Currently they recycle about 75% of all its garbage and has goal to reach over 85%.

4. VEJA:

VEJA or Veja is a pioneer in sustainable footwear, crafting stylish sneakers using ethical and eco-friendly materials. The brand places a strong emphasis on transparency, from sourcing raw materials to manufacturing processes.

The ChromeFree leather (ecological leather) Veja use on the Campo styles represented 8.55% of the adult line in 2019. It represented 19% in 2020. 45% in 2021.

The Kids line, the ecological leather is already used on 100% of the models.

The company’s goal is to expand ecological leather across its collections, with the traceability that allows them to claim that this ecological leather emits significantly less CO₂ than our standard leather.

To produce this material, Veja uses 35% less energy and 40% less water during the tanning process than for a regular leather sneaker.

95% of the 190.180-kWh consumed by Veja in 2020 generated from renewable sources.

163.499 kWh is the amount consumed by its two offices and four shops based in Paris, which have their electricity supplied by Enercoop, a cooperative company generating 100% renewable energy in France.

Tips for Embracing Sustainable Fashion:

Educate Yourself & others:

Stay informed about sustainable materials, production processes, and ethical certifications to make informed choices. Also educate your friends, colleagues, progenies on climate change and small efforts in usage of clothing and eco-fashion can go long way saving the environment.    

Quality over Quantity:

Invest in well-made, durable pieces that stand the test of time, reducing the need for frequent replacements.

Second-hand Shopping:

Explore thrift stores and online platforms for pre-loved fashion, contributing to the circular economy.

Support Local and Independent Brands:

Seek out local designers and independent brands that prioritize ethical practices and sustainability.

As we celebrate more sustainable lifestyle, let’s continue to champion conscious fashion choices. By supporting ethical clothing brands and embracing sustainable practices, we can contribute to a fashion industry that values both style and social responsibility. Together, we can redefine fashion as a force for positive change.