20 April 2020
Creating a more sustainable future for fashion
Whilst it might not be the first topic on everyone’s lips right now, sustainability in the fashion industry is still as relevant as ever and with more time to reflect, many companies are taking the opportunity to look at ways to change their products for the better. With our current focus on kindness, now feels like the perfect moment to take a step back and take a look at what our community can, and already is, doing to be as kind to our planet as we are to the people who live on it.
Who’s doing it?
Who isn’t? Some of our favourites here at Jacket Required include Christopher Raeburn, Komodo and United Change Makers. But that’s just a tiny selection from a long (and growing) list. From brands using eco-friendly fabrics, to those looking at refining their production lines, there’s plenty of brands and retailers who are getting involved.
Who can do it?
Anyone and everyone can get involved. Although it might be a daunting prospect to revamp and reconsider your supply chain and doing this is likely to be a slow process, that doesn’t mean you can’t take the first steps to a more sustainable future for your brand.
The building blocks to sustainability…
If you’re starting up a brand, easy; make sustainability a value that sits at the heart of your brand. If you’re already established, the process might be slower, but it’s by no means impossible.
#1 Do your research
As in all good plans, the first step to success is to do your research. Don’t be afraid to reach out to your stockists to see what similar brands are doing in the way of sustainability and keep a close eye on what your competitors are saying. Becoming sustainable doesn’t mean you need to reinvent the wheel, you just need to assimilate all the great ideas you read or hear about and adapt them accordingly.
#2 Work with your suppliers
Start by speaking with your suppliers; a lot of them will have sustainable solutions in place already, whether that’s fabrics, dyeing processes, delivery methods etc. Chances are, they’ll be more than happy to help their loyal customers to rework their offering into something more sustainable.
#3 Get technological
When we’re talking about the future, it’s no shocker that technology is going to come up. Technology has come a long way in the fashion world, and there are now plenty of solutions to help brands and retailers manage waste, streamline production and cater to their customers’ exact needs.
Digital fashion collections, like those produced by Scandi brand Carlings, cater to the likes of the Instagram influencer, whilst made to order software, like that provided by Lectra, ensures that each and every item is a perfect fit. Both solutions help to prevent fashion waste.
But tech doesn’t just mean digital. Technological advancements are being made every day in the world of raw materials. In recent years, science has taken massive strides when it comes to producing bio-engineered materials that negate the need for synthetics and chemically treated fabrics. And, whilst some brands are taking to the lab to “grow” new material from living cells and fibres, others are looking at ways to re-engineer existing materials, taking upcycling into the age of technology.
#4 Educating consumers
It’s a growing trend in retail as a whole that consumers are beginning to sit up and listen when it comes to issues surrounding sustainability. Even way back when, in 2015, a study by Nielsen found that 66% of respondents were willing to pay more for a sustainable product, whilst 50% of respondents were influenced by key sustainability factors, like using natural and/or organic materials or the company being known for its commitment to social and environmental values.
Whilst it is still taking a while for these consumer behaviours and beliefs to really manifest themselves in the retail space, brands that build a strong audience base and are consistent and authentic with their (pro-sustainability) messaging are likely to make a real impact in the state of sustainable fashion for the future.
Whether you’re being kind to people or to planet, we want to hear from you. Email us your stories or share them on social media using #InspiredByKindness to be featured across the Jacket Required network.
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