Recently, we have been hearing a lot about the sustainable production policies in many sectors, with a strong emphasis on the apparel industry, which is one of the leading sources of environmental pollution. The apparel industry consumes enormous amounts of water, generates unimaginable volumes of waste, and is one of the sectors where unethical practices in terms of working conditions are common in many places around the world, especially in emerging countries.
Consumer awareness is expanding and more often during the process of buying, we ask ourselves questions about the process of creating products for which we are ready to pay. Do we really understand the functioning mechanisms behind our favorite brands? It is a fact that the possibility of screening practices and overall transparency decrease as the scale of the business grows. While we are able to learn a lot about locally produced brands, the truth is much harder to get hold of when it comes to large conglomerates and mass producers. This is one of the reasons why more and more consumers are choosing local products transparently communicating their practices with the customer.
It should be borne in mind that production in any sector does not allow for the total elimination of harmful factors. 100% neutral brands do not exist, they never will and we must accept this fact as consumers. However, what we can do to minimize the harmful effects is to make conscious buying decisions on a daily basis and choose brands making effort to improve production conditions and try to use resources as efficiently as possible. An example of such practices is the effective selection of fabrics and substitutes for production. We can improve the efficiency primarily by making the most of fabrics and semi-finished products, minimize volume of waste and select materials that can be recycled.
We have been also observing a trend related to the use and transformation and re-creating of existing clothing elements and giving them new forms and commercial value. Such activities are directly related to the #circularfashion phenomenon, i.e. the product circulation model. There is also more and more talk about constructing your daily closet wisely, promoting minimalist way of living and avoiding compulsive shopping. Having said all above, all these practices have a positive effect and prove that both - at the level of consumer daily decisions and serious strategic decisions of brand owners, there is the healing power and hope for the clothing sector. If our daily choices are responsible, large corporations will be forced to change the way of operating.
Artwork source: Pinterest