List of initiatives of some brands for the sustainability of fashion | South West Londoner

Sustainability and ethical business practices are one of the biggest issues plaguing the fashion industry today.

Just as often as they make the news when it comes to new outfits and designs, they are also in the news for their unethical business practices, sweatshops, copyright infringement and their general disregard for the environment and their engagement in heavily polluting practices for good. of profits.

Fortunately, the increase in information dissemination in the modern age means that consumers today are more socially conscious and aware than ever before.

Ease of access to information means that consumers can easily find out what their favorite clothing companies do, how their clothes are made, what materials are used, and what harmful activities the company is involved in.

It also means that consumers are constantly confronted with negative information about brands whenever they receive the slightest media coverage on the Internet, which ensures that they also form a negative image in the mind of the consumer vis-à-vis company screws.

After all, a fashion accessory or fashion product is not just about style and comfort. It’s also a matter of personality, a reflection of a person’s likes and dislikes, choices, social views and opinions.

Wearing a brand engaged in exploitative practices is certainly not the kind of self-reflection or image we want to project to the world.

It may also be misguided on some level, whether ethical or moral, to support a brand engaged in exploitative practices.

Another hallmark of the modern era is the interconnectivity that the Internet offers. This makes it easier for people to build connections and communities.

It also makes it easier to pursue common political goals and conduct activism by engaging multiple people in multiple countries.

It’s something that has been put to good use by fashion consumers, forcing companies to listen to their demands for a cleaner manufacturing process and more eco-friendly clothing.

Consumer efforts have led brands to take action and take action to address concerns.

For example, Patagonia, the US-based fashion brand, charges 1% on every sale and dedicates the money to conservation and environmental preservation.

It has funded more than 1,000 projects working for environmental causes. Inditex, the parent company of Zara, Massimo Dutti and many other fashion brands, has also taken steps to address issues in its

manufacturing process. It has pledged to use 100% more sustainable cotton by 2023 and cellulosic fibers by 2025. It has also pledged to use sustainable or recyclable linen and polyester by 2025.

Besides these measures taken by companies, there are also individual projects in the fashion industry to make the process more sustainable and environmentally friendly.

Jeans redesign project is a project that works for sustainability in a very specific niche, applying sustainability, recyclability and material health standards.

It has been adopted by 53 brands and manufacturers, such as GAP, Hilfiger, H&M and many more. They attach labels to products that follow their guidelines, adding the label to let consumers know about eco-sustainable and environmentally friendly products.

The Pearl Source partners with non-profit organizations committed to women’s issues and contributes a percentage of each pearl earring, Pearl necklace or any other sale of pearl jewelry for women’s safety and welfare issues.

Gucci, the famous high-society luxury brand, has launched its own initiative called Chime for Change, which is a movement dedicated to gender equality.

The project has been a huge success, having raised over $17.5 million, funded over 450 projects for programs in over 89 countries and over 150 NGO partners.

H&M, the Swedish fast fashion multinational, has also done its part to ensure it contributes equally to the sustainability process, having received the top honor in Fashion Revolution’s Fashion Transparency Index, using 65% materials from recycled or more sustainable resources, reduce packaging by 14% and use 100% recycled, organic or more sustainably sourced cotton.

Tom’s Shoes is also a certified B-Corp brand and invests one-third of profits in grassroots organizations.

Although there is still a long way to go and a long way to go, all these steps show that major fashion companies and the fashion industry as a whole are on the right path, the path towards respectful clothing. of the environment produced in a sustainable way.

Featured Image: Pixabay

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