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Putting the Brakes on Fast Fashion

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By Zhihui Zou

August 7, 2021
11:27 am
Los Angeles, CA

Fashion revolves around the latest trends but is the industry behind the curve on the only trend that ultimately matters – the need to radically alter our patterns of consumption to ensure the survival of the planet. The fashion industry produces between 2 to 8 per cent of global carbon emissions. Textile dyeing is also the second largest polluter of water globally and it takes around 2,000 gallons of water to make a typical pair of jeans. Every second, the equivalent of one garbage truck of textiles is landfilled or burned. If nothing changes, by 2050 the fashion industry will use up a quarter of the world’s carbon budget. Textiles are also estimated to account for approximately 9% of annual microplastic losses to the ocean. Then there is the

The fashion industry produces between 2 to 8 per cent of global carbon emissions. Textile dyeing is also the second largest polluter of water globally and it takes around 2,000 gallons of water to make a typical pair of jeans.

Every second, the equivalent of one garbage truck of textiles is landfilled or burned. If nothing changes, by 2050 the fashion industry will use up a quarter of the world’s carbon budget. Textiles are also estimated to account for approximately 9% of annual microplastic losses to the ocean.

Then there is the human cost: textile workers are often paid derisory wages and forced to work long hours in appalling conditions. But with consumers increasingly demanding change, the fashion world is finally responding with A-listers, like Duchess Meghan Markle, leading the way with their clothing choices and designers looking to break the take-make-waste model.

“Most fashion retailers now are doing something about sustainability and have some initiatives focused on reducing fashion’s negative impact on the environment,” says Patsy Perry, senior lecturer in fashion marketing at the University of Manchester. For example, last year, Britain’s Stella McCartney teamed up with the Ellen MacArthur Foundation to launch a report on redesigning fashion’s future.

“However, there is still a fundamental problem with the fast fashion business model where revenues are based on selling more products, and therefore retailers must constantly offer new collections. It would be unrealistic to expect consumers to stop shopping on a large scale, so going forward, I would expect to see more development and wider adoption of more sustainable production methods such as waterless dyeing, using waste as a raw material, and development of innovative solutions to the textile waste problem,” she says.

Pioneering solutions to address environmental challenges will be at the heart of the fourth UN Environment Assembly next March. The meeting’s motto is to think beyond prevailing patterns and live within sustainable limits—a message that will resonate with fashion designers and retailers seeking to reform their industry.

At the March meeting, UN Environment will formally launch the UN Alliance on Sustainable Fashion to encourage the private sector, governments and non-governmental organizations to create an industry-wide push for action to reduce fashion’s negative social, economic and environmental impact and turn it into a driver for the implementation of the Sustainable Development Goals.

Across the United Nations, agencies are working to make fashion more sustainable, from the Food and Agricultural Organization protecting arable land, to the Ethical Fashion Initiative set up by the International Trade Centre to the work of UN Environment in fostering sustainable manufacturing practices.

And some entrepreneurs are already designing the fashion of the future:

1.Spain’s Ecoalf creates shoes from algae and recycled plastic as part of its Upcycling the Oceans collection. Founded by Javier Goyeneche in 2012, Ecoalf collects ocean plastics from 33 ports and turns the trash into shoes, clothing and bags.

2. In Amsterdam, GumDrop collects gum and turns it into a new kind of rubber, Gum-tec, which is then used to make shoes in collaboration with marketing group I Amsterdam and fashion company Explicit. GumDrop says around 3.3 million pounds of gum end up on Amsterdam’s paths every year, costing millions of dollars to clean. It takes around 2.2 pounds of gum to make four pairs of sneakers.

3.Outdoor gear retailer Patagonia, based in California, has been producing fleece jackets using polyester from recycled bottles since 1993, working with Polartec, a Massachusetts-based textile designer. Patagonia also encourages shoppers to buy only what they need, and mends and recycles older items.

4.Gothenburg-based Nudie Jeans uses organic cotton for its jeans and offers free repairs for life. Customers also get a discount if they hand in their old jeans.

5. Cambodia-based Tonlé uses surplus fabric from mass clothing manufacturers to create zero-waste fashion collections. It uses more than 97 per cent of the material it receives and turns the rest into paper.

In the Netherlands, Wintervacht turns blankets and curtains into coats and jackets. Designers Yoni van Oorsouw and Manon van Hoeckel find their raw materials in secondhand shops and sorting facilities where donations are processed. San Francisco- and Bali-based Indosole turns discarded tyres in Indonesia into shoes, sandals and flip-flops, while Swiss firm Freitag upcycles tarpaulins, seat belts and bicycle inner tubes to make their bags and backpacks.

In New York, Queen of Raw connects designers, architects and textile firms with dead stock of sustainable fabrics from factories, brands and retailers. Queen of Raw says more than US$120 billion worth of unused fabric sits in warehouses, waiting to be burned or buried.

Novel Supply, based in Canada, makes clothes from natural and organic fabrics and is developing a take-back programme to find alternative ways to use garments at the end of their life. For founder Kaya Dorey, winner of UN Environment’s Young Champion of the Earth award in 2017, the aim is to create a zero-waste, closed-loop fashion model.

Retailer H&M has a successful garment collection scheme and in October, lifestyle brand and jeans manufacturer Guess said it was teaming up with I:Collect, which collects, sorts and recycles clothes and footwear worldwide, to launch a wardrobe recycling programme in the US. Customers who bring in five or more items of clothing or shoes, will receive discounts. Wearable items will be recycled as secondhand goods, while unwearable item will be turned into new products like cleaning cloths or made into fibres for products like insulation.

Some argue that recycling is itself energy intensive and does not address our throwaway culture—the number of times a garment is worn has declined by 36 per cent in 15 years. An alternative might be found in a viable rental market for clothes. Pioneers in this field include Dutch firm Mud Jeans, which leases organic jeans that can be kept, swapped or returned, Rent the Runway, Girl Meets Dress and YCloset in China.

“The rental model is clearly a winner for the higher end of the market where consumers may have no intention of wearing an occasion dress more than once… but at the lower end, it’s all too easy to go online and be able to buy outright any trend or item,” says Perry. “For rental to be a success at this market level, companies need to offer sufficient choice of brands and styles that would engage consumers and tempt them away from outright purchase, and the rental service needs to be smooth and faultless.”

Her best fashion advice? Less is always more.

“Keep your clothing in use for longer to reduce its environmental footprint, as well as reducing the amount of new stuff you need to buy and the consequent use of resources. This also reduces the impact of the disposal of perfectly good but unwanted clothes.”