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 principles to shape the development of their brands.
New manufacturing technologies, such as 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, releases no plastic microfibres, requires no farmland, and does not contribute to deforestation. Similarly, Econyl and 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, does not rely on fossil fuels, and is more easily recyclable. Nonetheless, both cotton and organic cotton require 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, emphasizes 'making to order,' and delivers products 'direct to consumer.'
Some major fashion houses, such as Stella McCartney (exclusively) and others like Hermes, Gucci, and Chanel (partially), are now incorporating vegan leather into their collections. By utilizing 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 methane emissions by introducing alternative diets, 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. For more information on how you can contribute as a fashion consumer, please refer to part iv. (https://www.stylemap.com/article/sustainable-fashion-what-can-we-do).