According to a study conducted by Nielsen, approximately 81% of individuals (globally) who participated in their survey feel strongly that the companies they purchase goods from should be making environmentally friendly decisions. So, it goes without saying that consumers are keeping a closer eye on the label. Popular brands, such as J.Crew and Brooks Brothers, know their customers are researching supply chains and are in turn making it easier for consumers to find information on materials. This begs the question, however: when did people become so fascinated with how clothes are made? Why does it matter?
The Sustainable Fashion Movement
The sustainable fashion movement, according to one blog post, started in 1991 with a phenomenon called “conscious consumerism”. At this time, more brands were hopping on the transparency bandwagon, and were reporting on other matters such as water and energy use in production. This level of transparency was key to creating an honest and trustworthy relationship between company and customer. When did companies start utilizing eco-friendly fabrics, though? According to Nexus, a student-authored blog at Columbia University, the use of sustainable fabrics among mainstream brands wasn’t all that common up until a few years ago. Which is a shame; clearly this movement should have started long before fast fashion came onto the scene.
Why Use Sustainable Materials?
Aside from the many benefits to the environment, sustainable textiles are also better for consumers’ wallets and makes brands more desirable to purchase from. Organic fabrics, such as wool and linen, are durable and last much longer than polyester and acrylic fabrics. In addition, many of these fabrics require handwashing; which ends the need to feed quarters into a machine. As for the benefits to the brands themselves, using sustainable fabrics in production results in higher profits as more consumers turn to eco-friendly fashion. It’s really a win-win.
Brands Utilizing Sustainable Materials
There are hundreds of brands, big and small, prioritizing sustainability in the production of their goods. These are just a few that are making an extra effort in ensuring that their products have the lowest environmental impact possible.
J.Crew
J.Crew is giving back to the world of consumers which they serve by lowering their environmental impact throughout day-to-day operations. Aside from using recycled materials for shopping bags and employing environmentally friendly solutions across their stores, J.Crew is also making use of sustainable fabrics in the production of apparel.
Lyocell
Lyocell, also branded as “Tencel”, is a fabric made from man made fibers derived from wood pulp. It is not only an extremely comfortable and breathable material to wear, but is also one you can feel good about wearing; it is 100% biodegradable and anti-bacterial! J.Crew has sourced their Lyocell from Hallotex, a leading supplier of the fabric that is committed to environmental responsibility.
Eileen Fisher
Eileen Fisher makes clothes that are made to last, and part of that promise is due to the fabric used; the most commonly used being linen.
Linen
This light and durable material has been around since the age of Jehovah, and has long been admired for its effortless comfort. Made from the fibers of the flax plant, linen is widely used in apparel manufacturing today. Eileen Fisher is among the many brands that advocate for the production of organic linen and has, perhaps, one of the largest collections of linen products. Their main supplier of linen, Shenzhen Boyang Tex Co., only uses certified organic flax in production.
Brooks Brothers
Brooks Brothers, with its classic and timeless style, is an American favorite. Fans of the brand would be relieved to know that they are becoming increasingly cautious when it comes to the materials they use. Among the most widely utilized by the brand being wool.
Wool
Brooks Brothers merino wool is some of the finest, crafted in Italy of the most lightweight and durable fibers. For those who do not know much about this variety, merino wool comes from the Merino sheep and is incredibly soft. Brooks Brothers has teamed up with The Merino Company to source only the finest wool for their clothing.
The Bottom Line
As climate change becomes a growing concern with each passing year, people are looking for solutions to reduce their personal footprint. For the fashion industry, a simple change in the materials used has proven beneficial; not only in terms of cost, but waste as well. In addition, people are more willing to spend a little extra cash on items of higher quality. Which, has undoubtedly increased profits for brands. All of this really makes you wonder: why isn’t everyone making the switch?
Learn more about Sustainable Materials here