Sustainability comes in many forms, and in the case of fashion this is applicable at all stages of the product lifestyle. From the initial design, right through to the afterlife of a product, we as consumers hold significant power when it comes to decision making and the ethical considerations of where we source our clothing.
The Ethical Fashion Forum shared 10 criteria for what delineates “ethical fashion”, and for me these were imperative when considering the long-term future of the fashion industry. They included:
Barbara I Gongini sum this up beautifully, stating that “sustainable fashion means to create clothes, shoes, accessories and other textiles without damaging the environment with all its components or affecting people’s lives” (2017). Fair trade is one area that is of particular importance when considering sustainability, and from the point of view of a consumer, is sometimes overlooked. When was the last time you considered the working conditions or wages of the person who made t-shirt you bought? I know in my case this is something I am guilty of too, and, admittedly, more often than not give little to no consideration to the matter. Perhaps it is easier to make consumer choices about the fabric quality and brand reputation as this is something more tangible that we as shoppers can grapple with. Or, perhaps there’s just so little awareness about where our clothing comes from that this very important consideration is unheeded. As Dissanayake, Perera & Wanniarachchi (2017) explain, “globally, the green movement and fair labour movement are steadily getting momentum. Consumers are increasingly demanding products that are ethically made and environmentally safe”. Not only this, but fair trade represents so much more than environmental sustainability. “Community improvement, women empowerment and mitigation of environmental impact of the production process are some of the key aspects of fair trade” as well as supporting “farmers and craftsmen who are socially and economically marginalized” (Dissanayake, Perera & Wanniarachchi, 2017). Often, shopping with fair trade brands involves a slightly more expensive initial outlay of money. But at the price of a little extra now, you can be guaranteed a product that will not only last years, but has been manufactured ethically, and has helped “create sustainable livelihoods, safer working conditions, and desperately-needed transparency in the fashion industry” Check out brands that and retailers that offer fair trade certified products here. It’s a worthwhile investment.
1 Comment
It’s 2019 and we’re on the verge of a ~fashion-tech-revolution~. As a member of the millennial demographic, I’m highly aware we don’t always get the best wrap in the media. A simple google search this morning revealed some auto-generated search results which are dismal, but not alarming. Avo-on-toast enthusiasts and narcissistic iPhone addicts are just a couple of the stereotypes that, while they may hold some truth, are unfortunately often attached to us. But 2015 report released by Nielson revealed that 73 percent of millennials are willing to pay extra for sustainable brands- an impressive increase of 50% from 2014. In fact if I’ve noticed anything from observing the people around me, it’s that as a generation we really do care about the future of our planet, and are willing to take measures in order to play our part in the journey to sustainability. You only have to look at the recent #banthebag movement or the sudden influx of keep cups in hand to realise there’s a movement happening which millennials appear to be at the forefront of. Either that or I’m living in an eco-friendly echo chamber.
Nevertheless, the upcoming generation of entrepreneurs are more tech savvy than any generation which has preceded them, and for that reason I do believe the power lies with us to make significant changes to the fashion industry as we know it. This is where we introduce artificial intelligence. With AI slowly infiltrating into what seems like all facets of our increasingly plugged in lives, there’s significant potential for it to be used positively in not only just the fashion industry, but playing a role specifically in contributing to sustainability. Already AI has made significant strides in streamlining the consumer experience and revolutionising the industry as a whole. One fascinating example is Levi’s online “virtual stylist”, a bot in Facebook Messenger which provides fashion advice and personal recommendations for shoppers. Coupled with the “See It Styled” function, customers also have access to a gallery of user generated photos which show relevant outfits in action. Marc Rosen, executive vice president and president of global ecommerce at LS&Co believes the technology will be highly beneficial for consumers. “We are on the leading edge of a challenge that all retail companies face today – how to create a seamless and personalized shopping experience for consumers, and new technologies like our Virtual Stylist are integral to that evolution at LS&Co,” he said. But where it gets interesting is when we look at how these technologies can be used for the purposes of sustainability. An article by Jo Fuertes introduced the Indonesian entrepreneur Lingga Madu, who uses AI to “predict what styles will sell well and what will fail” on her site Sale Stock. In addition, by using AI to track and manage inventory, there is the potential for a reduction in the amount of waste caused by excess stock. Which has got to be a better solution than what has been reported in the past, with high end brands burning surplus inventory in a bid to preserve the reputation of the brand and maintain the “allure of exclusivity”. The use of AI during the production stage may too assist in improving working conditions and increasing the ethical sustainability of manufacture. I can see this becoming somewhat problematic, however, as it will and already is resulting in job loss. We’re on the verge of something really exciting with AI in the fashion industry, and as the technologies continue to emerge I hope the magnates of the next generation get a little creative with it. The possibilities for its application and benefits to sustainability are profound, and will only continue to emerge as we delve further and further into this tech revolution. Op-shopping is somewhat of an addiction for me. There’s nothing quite comparable to the thrill of finding an absolute gem in a second hand store- especially when the price is only a fraction of what would be established in an ordinary retail environment. On any given morning, I’ll find myself dressed almost entirely in clothes bought from an op-shop. Take today: I’m wearing a $130 Tussah dress, a pair of leather Jane Debster boots which retail at $260, and a gorgeous vintage Woolmark woollen coat. In total, the outfit probably cost me about $50, yet I’m clad head to toe in high quality brands and fabrics which, as a financially contested university student, would ordinarily be entirely out of reach. My friends call it a secret talent of mine, but I put it down to patience, persistence, and a little dash of creativity. But it’s not only for the looks or the cost benefit that I find op-shopping so valuable. In a world driven so profoundly by fast fashion, poor quality fabrics and ethical considerations regarding the origins of our clothes, the sustainable benefits of buying second hand are profound. According to ABC’s War on Waste, 6000 kilos of clothing and textiles end up in landfill every 10 minutes, which is truly astounding and overwhelming. In a world facing substantial challenges surrounding a booming population and environmental degradation, the ability to cater for such trials will only be possible with significant attitude shifts. One blogger is making great strides when it comes to popularising thrifted fashion and showing just how easy it is to look great while looking after the planet. Or as Claire Press from the Sydney Morning Herald puts it, which I love, “second-hand, but definitely not second best”. Radio journalist Hannah Klose runs the site Never Ever Pay Retail, a diverse platform which covers multiple aspects of second hand fashion, as well as including some stylish snaps of inspiration from Klose’s personal findings. I love this too about op-shop fashion, in that you’ll never be able to identically replicate the look from someone’s photo. Instead, each outfit or piece is unique and has a story. My favourite part of the site is the op-shop locator- a tool which I know will only fuel my addiction, in the best way possible. After spending so much time in op-shops one thing is so clear to me: there are already so many clothes on this planet, and so often we give them away after only a few wears when the trends of the season change. Here’s a challenge for you this year: only shop for clothing at second hand stores and buy pieces which are high quality and classic- unlikely to be considered ‘out of fashion’ in the coming five or so years. I truly believe the future of fashion is sustainability- and buying second hand doesn’t get much more eco-friendly. Trust me, once you start you’ll be hooked! |
AuthorFourth year Communications and Media student with a passion for sustainability and an addiction to op-shopping. ArchivesCategories |