A fashion revolution has begun, led by innovative individuals and groups who are driving remarkable changes. One notable example of this shift is the emergence of the 'circular economy' concept, championed by the Ellen MacArthur Foundation on the Isle of Wight. This concept focuses on eliminating waste and pollution, promoting product circulation and regenerating nature. Designers like Stella McCartney have embraced these ecological production principles to shape the development of their brands.
New manufacturing technologies, such as textile compnay, Evrnu, which produces regenerated fibre from post-consumer cotton garment waste, offer significant environmental benefits. Evrnu generates 80% fewer greenhouse gas emissions compared to polyester, viscose or elastin production; releases no plastic microfibres; requires no farmland and does not contribute to deforestation. Similarly, the fabric, Econyl and the chemical recycling technology, Worn Again, utilise advanced technologies to recycle and repurpose synthetics continuously throughout the supply chain.
Several environmentally conscious brands are transitioning their cotton sourcing to sustainably cultivated organic cotton. Organic cotton, unlike conventionally produced cotton, is free from harmful chemicals that contaminate water sources and degrade soil quality. Its manufacturing does not rely on fossil fuels and is more easily recyclable. Nonetheless, organic cotton still requires significant amounts of water during the production process.
Natural indigo is now being cultivated as a substitute for synthetic indigo and supplied to cotton and denim manufacturers. Synthetic indigo, which often ends up polluting rivers and water supplies, contains toxins like formaldehyde. Growers are optimistic that natural indigo will capture 2.8% of the indigo market by 2024.
'Right-shoring' presents a business model that serves as an alternative to 'offshoring.' Instead of engaging in the fast-paced global production of different garment components across multiple locations, right-shoring focuses on competing with fast fashion brands by designing, manufacturing and retailing clothing in a single location. This approach reduces transportation costs, eliminates the use of sweatshops, emphasises 'making to order,' to avoid the manufacture of unsold garments and delivers products 'direct to consumer.'
Some major fashion houses, such as Stella McCartney (exclusively) and heritage brands like Hermes, Gucci and Chanel (partially), are now incorporating vegan leather into their collections. By utilising plant-based or synthetic materials, vegan leather can achieve a comparable quality to traditional leather while avoiding the environmental impact associated with cattle farming. Nevertheless, cattle ranchers are also taking steps to reduce the methane emissions associated with leather production, by introducing alternative diets for their cattle, like seaweed, that produce less methane.
While environmentally conscious brands can make strides in creating a more sustainable fashion supply chain, their success is contingent on consumers choosing to purchase these products, in lieu of fast fashion. For more information on what you can do as a fashion consumer, please refer to part iv. https://www.stylemap.com/article/sustainable-fashion-what-can-we-do