Sustainable Companies Encouraging Responsible Consumerism
Green Strategy describes sustainable fashion as any sort of wearable good that is manufactured using sustainable practices in all stages of development, from design, manufacturing, transportation and storage, to marketing and final sale (and beyond). Companies working toward sustainability in the clothing industry will pay attention to the natural resources used and affected by their work, as well as the people involved in the manufacturing of all goods.
But Green Strategy also stresses an additional component to sustainable fashion that companies need to take into account: the consumer. “Fashion companies should contribute to encourage more sustainable consumption patterns, caring and washing practices, and overall attitudes to fashion.” In this case, companies only have partial control. They can do everything they can to promote thoughtful practices in buyers, but from there, they have to pass the buck.
The Seven Forms of Sustainable Fashion
The seven forms of sustainable fashion emerged as an excellent reference point as the conversation surrounding the fashion industry became more controversial. Here are the seven main forms of sustainable practice when it comes to production and consumption of clothing:
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On Demand & Custom Made - Creating clothing based on demand, whether by specific request or order numbers, prevents clothing waste due to overproduction.
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Green & Clean - Producing clothing in an environmentally friendly manner reduces the potential damage the industry can do to the earth and those who live on it.
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High Quality & Timeless Design - Producing clothing that can last through wear and tear, as well as through fashion seasons, enables buyers to keep clothing in their closets longer, instead of disposing of it quickly.
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Fair & Ethical - When engaging in the practice of clothing production, companies must consider fair and ethical practices when it comes to workers in all spheres of manufacturing.
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Repair, Redesign & Upcycle - Clothing does not need to be discarded when it becomes damaged, but can be repaired, or the textile may be used for another garment entirely.
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Rent, Lease & Swap - Clothing can be rented or traded instead of bought new to prolong the life cycle of each garment.
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Secondhand & Vintage - Buying second hand similarly enables textiles to be used over and over by various owners.
These seven strategies encompass every aspect of sustainable fashion. But it’s not hard to see that the weight of sustainability does not fall entirely on the shoulders of the designers or manufacturers. The last three components of sustainable fashion are the responsibility of the consumers.
Only buyers can decide where they go for clothing, and if they are willing to buy clothing secondhand. They choose whether they discard damaged clothing, or work to repair or repurpose the textiles. This is where responsible consumerism comes in.
Why We Need Responsible Consumerism
The fashion industry includes a wide group of people, from designers, to laborers, to marketers, to buyers. It’s the fourth part of this group that needs to step up their game.
In order to purchase clothing responsibly, Vox says that consumers need to ask themselves 3 Questions:
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What is this made from? The fibers used to create each textile are not all created equally. Some are made synthetically, using machines and chemicals that require a lot of energy, or produce pollutants. Others are grown using pesticides that can have harmful effects on the earth. Consumers can check clothing labels to see what went into the production of each piece.
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Who made this? It may be a bit harder to find the answers to the second and third question. Every company has different practices when it comes to garment production. Some outsource labor overseas, and some produce locally. Some give their workers unfair pay and unsafe working conditions, and some prioritize laborers much more. Consumers may need to do some digging to find out the practices of various brands.
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How was it made? This question may have a complicated answer, but it’s still worth asking. Knowing the processes, machines, chemicals, dyes, or lack thereof needed to make each article of clothing can be valuable. The process of researching these practices can also be an enlightening experience.
When consumers ask these questions and buy in response to the answers, they are effectively casting a vote that tells companies what they are looking for, and essentially, what they stand for. Change in the fashion industry starts at the roots, with the consumers. Depending on consumer behavior, the entire industry could shift.
Tracy Reese Calls for Responsible Consumers
Tracy Reese recently did an interview with Gizmodo highlighting the need for responsible consumers. Reese said,
“It’s our responsibility, or I feel like it’s my responsibility to look forward and change the way that I’m working to be more responsible. We all need to make this change. And I think that each company, each designer, each individual has to look into their own heart and soul and decide how to transform our way of working and our approach to design and to existing in the fashion industry.”
Reese, a designer originally from Detroit, joined the board of ISAIC, the Industrial Sewing and Innovation Center. She joined so that she could have a voice in the future of textile production, and she’s excited that after a few years, changes are being made.
The hope is that Reese can inspire others to pay more attention, and sometimes more money, to clothing brands that are making a change for the better, and considering sustainable practices as they participate in the world of fashion. The responsibility belongs to everyone.