Sustainable fashion can best be brought in by creating sustainably designed products which increase the longevity of a garment. There are many reasons behind the formation of the sustainable fashion movement and one major reason is the fast fashion phenomenon. Low-cost clothing flies off the shelves faster, so brands have started focusing on cheap garments with short lead time. Recent studies on carbon footprints in the United Kingdom were triggered by excess clothing bought by customers, increasing the rate of carbon dioxide equivalent emission into the environment, setting off alarms in those rooting for sustainable fashion. People want to buy more garments every season at low cost even though their life span is so short that they need to be discarded at the end of the season. This psychological behaviour of customers has to be changed to implement the sustainable fashion movement.
Sustainability, by definition, should meet current generation needs without compromising future generations. The major challenge in sustainability is the cooperation of all suppliers of individual components. They have to be ethically secured and accounted for, from labour to transportation from factory to retail outlet, aftercare and disposal of garments. The fashion industry has a complex and fragmented supply chain that has global reach.
For the fashion industry, green is the new black to focus on sustainable practices. Several incidents in the twentieth century helped the rise of conscious consumerism. One is the fire in a Nike factory in Indonesia due to poor working conditions, resulting in protests and boycotts by employees and the media. Twenty-four years later, Nike is one of the leading companies in implementing sustainable practices.
Brands have continually supported in raising campaigns like Pantagonia’s responsible economy, which shows how sustainability is inbuilt into their corporate structure. Brands like Levi’s have cleverly showed such implementation into the lifecycle of their garments to raise consumer awareness. A case in point is Levi’s Care Tag For Our Planet initiative and waterless and Wellthread Collections made from 100 per cent recyclable material. Several big brands like Gucci, Calvin Klein, Stella McCartney and Puma are also stressing on sustainability.