Ecowiser

03. Promote Environmental Sustainability

Approximately 15% of worldwide fashion consumers currently exhibit a strong commitment to sustainability, consistently reflecting this concern in their purchase choices to reduce their environmental impact. This proportion of environmentally conscious consumers is anticipated to surpass 50% in the future, driven by the growing prominence of sustainable practices in the industry (Bain & Company, 2022).

To accelerate positive transformation in the fashion industry, brands must:

  • Recognize that offsetting carbon cannot serve as a replacement for genuine emissions reductions.
    • Used more — where excess inventory is reduced/not destroyed, and customers are empowered with tools to maintain the physical/ emotional appeal of products (Ellen MacArthur Foundation, 2020)
    • Remanufactured — where landfilling, incineration, or waste-to-energy practices are avoided (Ellen MacArthur Foundation, 2020)
    • Crafted using eco-friendly and renewable materials/processes — free from hazardous substances, microfibre plastics, reduced use of virgin raw materials, etc. (Ellen MacArthur Foundation, 2020)
  • Engage consumers on product quality, product durability and information regarding impact per wear/ expected lifespan of the product (Bain & Company, 2022).
  • Address the information gap by increasing transparency via better in store displays, labelling, and product descriptions, to promote consumer understanding of the impact of their fashion choices (Bain & Company, 2022).
  • Move towards incorporating responsible materials
Allstars
Recycled Cotton/Wool; Organic Hemp/Linen
Good ChoicesOrganic Cotton; Monocel; TENCEL™ Lyocell; Bananatex®; Cork; MIRUM; Recycled Nylon/PET
Third BestLinen; Hemp; TENCEL™ Modal
Avoid UnlessWool is certified responsibly sourced by Responsible Wool Standard (RWS)/ZQ Certified/etc.
Bamboo suppliers are transparent about raw material cultivation and processing practices
Avoid AltogetherConventional Non Organic Cotton; Angora; Cashmere; Fur; Down; Leather; Conventional Nylon/Polyester; PVC; Fleece; Faux fur; Velvet; Synthetic Rubber; Acetate; ECONYL®; Glitter

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