The relationship between the eco world and the fashion industry has seemingly become stronger and stronger over the past few years with consumers adopting eco and sustainable clothing into their wardrobes. Global Fashion Agenda (GFA) and The Boston Consulting Group (BCG) stated that sustainability in fashion is proving to “be nothing but positive.”
We have already seen successful sustainability campaigns such as the fair trade movement which has become an integral part of supermarkets selling ethical food products.
Is the increase of eco clothing a trend or will it become a long lasting aspect of the fashion world? With the rapid growth of this market, it seems to point to the latter.
British retailers seem to be putting more emphasis on releasing sustainable and eco clothing. For example The Idle Man have recently released their own organic range consisting of sweatshirts, t-shirts, outerwear and accessories. ASOS also sell a range of sustainable clothing for both men and women.
Lacoste launched an ethical campaign earlier this year aiming to raise awareness for endangered animals. Whilst sustainable clothing wasn’t used in this campaign, they did however replace their iconic crocodile logo with 9 endangered animals for a limited edition polo shirt line.
With so much activity from within the fashion world focusing on ethical sustainability, are you looking to follow this route?
There are an array of eco fabrics which can be used to create sustainable products. Organic cotton, recycled polyester, hemp, wool, cashmere and bamboo pique are all options for you to use if you’re looking to launch an eco-range.
A recent article from Business of Fashion stated that: ‘66 percent of global Millennials are willing to spend more on brands that are sustainable.’ This shows that there is a clear and large audience for eco clothing, at least among millennials. – https://www.businessoffashion.com/articles/intelligence/top-industry-trends-2018-8-sustainability-credibility
The SGT Group break down the possible future of sustainable fashion:
‘Eco-friendly fashion is no longer reserved for the select group of consumers who care about the environment because most consumers care. There is a strong business case for sustainability as consumers are not just interested in the product anymore, but the entire brand. They invest in a brand’s identity and values and are constantly on the lookout for brands that represent sustainability and ethics. Brands that don’t act soon to work towards implementing sustainable practices will risk a decline in sales as they’ll lose customer loyalty which will negatively impact their brand image.’ –http://www.sgtgroup.net/textile-quality-management-blog/what-does-the-future-of-sustainable-fashion-look-like
It’s common knowledge that many big brands and high street retailers are working towards a large portion of their offering to come from a sustainable background by 2020.
If these large players are successful and the majority of their clothing is produced in an ethical or sustainable way, then we are all set to see some real landscape changes in the world of fashion!
SL Black Label currently have two products in our Eco 47 range, with a recycled cap and an organic cotton cap due to launch mid-July.
To learn more about the fashion predictions from MILAN AND PARIS FASHION WEEK, or find out WHY AUDITS AND TESTING ARE SO IMPORTANT – not only for big retailers but also for the smaller independent fashion brands.