Faced with the depletion of natural resources and the serious consequences of climate change, the fashion industry has decided to become aware. Sustainable fashion is that which takes into account values of respect for the environment, but also for the industrial fabric of fashion, from the health of workers, respect for their working conditions, and in general, tries to implement systems as sustainable as possible both in the textile product and in the manufacturing methods. How Long Has the Trend Been in Force? It began in a residual way in the 80s, but it is at the end of the 90s, beginning of the 2000s when it took on a great momentum that has been unstoppable for about 5 years now. Where Does it Originate? The British were the pioneers with big names in fashion such as Vivienne Westwood and Stella McCartney as visible faces, although the Nordic countries are the main consumers, and in the United States there are numerous Sustainable Fashion brands and designers. On an environmental level, the focus is on materials that are obtained without pesticides, such as organic cotton, or if they are animal fibres, such as wool, the aim is to obtain them with respect for the animal. On a social level, the aim is to respect fair production and distribution processes, which is known as Fair Trade.
Which Brands Are Putting Their Best Foot Forward? There are countless, but the most important ones are People Tree, Reformation and Patagonia. In Spain: Ecoalf would be the most important, dominating the activewear market, using recycled plastic. In Latin America the phenomenon is also unstoppable with Uruguayan Gabriela Hearst as an international reference and brands such as the Colombian Makûa, a specialist in jewellery made with noble sustainable materials and made by qualified craftswomen, or the signature fashion of the Mexican Carla Fernández, which reinterprets the tradition of local embroidery, always respecting and echoing the indigenous communities, the intangible owners of these techniques and designs.
On a material level, these are much more pleasant and beneficial for our bodies and for the planet, and on a social level. These brands are work towards the positive impact of textiles, which is currently the second most polluting and destructive industry for local industry. On an environmental level, to reduce water consumption and the toxicity of certain processes, especially dyeing, and on a social level, to try to become a B Corporation, a seal that identifies good practices. We also try to promote what is known as the circular economy, that everything that is produced can be recycled, in one way or another. Thinking not only about the birth of the product but also about how it should finish its end of life stage of the product cycle. Is There Pressure from Governing Authorities? Is there any kind of agreement or signature with any governmental body to include environmental standards in the textile sector? All territories work with bodies that promote sustainability, and that reward, in the form of subsidies or other aids, working under the umbrella of sustainability. In our case, EU rules are tightening up, although there is still a long way to go. Certain practices are banned in Europe for being highly polluting, such as washing jeans with sand, but in producer countries such as China, they are still allowed.