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It is only in recent times that the word "sustainable" has become a mainstream term that most adults are familiar with. We often hear it associated with farming and building practices, but over the last several years, sustainability has become a buzzword in the fashion industry. Sustainability in the fashion industry doesn’t just mean cutting up old clothes and repurposing them or continually shopping online clothing resellers, although these are both components of living a sustainable lifestyle.
In past decades, living sustainably was often criticized. People were called names like tree huggers and mocked for doing things like thrift shopping. Now, being greener in our living habits is celebrated. There are myriads of blogs, podcasts, and websites that are dedicated to encouraging people to embrace these types of habits that are guaranteed to make this planet happy.
Today, we are going to dive into the world of sustainable fashion so that we can better understand this earth-friendly trend. What started as a niche market has garnered the attention of national and international fashion brands who have now begun to curate sustainable fashion collections.
CONSUMER AND INDUSTRY RECOGNITION
In any business, development, and marketing strategies are heavily influenced by consumer buying habits. Obviously, a company is not going to invest its material and financial resources in manufacturing and advertising merchandise that is statistically showing poor consumer demand. However, this has not been the case with sustainable fashion.
Recent studies have reported that over 60% of consumers will fork out more cash to purchase sustainable products over their non-eco-friendly counterparts. This number continues to climb which is a good omen for a positive growth trend in the sustainable fashion industry. As more brands go green, avenues of recognition are beginning to pop up more frequently.
An example of this would be the Green Carpet Fashion Awards hosted by EcoAge. Not only does this awards program recognize leaders in the sustainable fashion movement, but it also includes a panel discussion component. During these discussions, leaders in the industry can promote all the positives that investing in sustainable fashion can bring to both companies and their consumer bases.
The Green Carpet Fashion Awards also go so far as to reward up-and-coming sustainable fashion designers with awards sponsored in part by Vogue. This support is vital in helping to encourage new designers to engage in practicing and promoting green fashion at the ground floor level.
TECHNOLOGY MEETS SUSTAINABILITY
Technology is also playing a huge role in the current and future growth of the fashion industry. Nearly everyone is connected 24/7 via their tablets and smartphones. With this personal technology at one’s fingertips, they can access apps quickly and easily. With this in mind, numerous fashion resale applications such as ThredUp and Poshmark are booming. Buying gently loved current and vintage fashion is big business, and these resale sites are a major component of allowing clothing to be worn and enjoyed by more than one owner. With the stigma of wearing second-hand clothing disappearing, you can be proud to save some cash while you are saving the planet.
Computer technology is not the only tech that is playing a pivotal role in the sustainable fashion industry. Huge advancements are being made in materials creation. Many brands have started using deadstock in the manufacturing of their clothing items. Here at Love Lingo, we are offering our valued planet-conscious customers shirts made from recycled water bottles, organic cotton, and modal which is a material generated from wood.
Sustainable fashion materials don’t just stop there. Innovations like vegan leather which is made from pineapples are hitting the mainstream. What is more exciting is that these fashion innovations are being researched and brought to the market now more than ever before. With these boundless possibilities, it is incredibly exciting to look to the future of the sustainable fashion industry.
IT’S ABOUT PEOPLE TOO
While we may think that sustainable fashion is only about protecting the environment, brands focused on sustainable fashion are also dedicated to giving those creating their products fair wages and safe working conditions. This is a major shift in the mentality of this industry, as fashion manufacturers were notorious for employing workers in dangerous sweatshop conditions. These workers were frequently underage and regardless of age were often working in abusive conditions while making nothing even close to being a livable wage.
At Love and Lingo, we are excited to promote some of our Positive Apparel with sustainable fashion options and look forward to connecting you with our mission today!