Planet Blog

The Fashion industry’s irresponsibility in the overproduction and overconsumption of clothing has been a major contributor towards the planets destruction. While awareness is rising, a solution must be rapidly identified to reverse the environmental footprint its unceasingly leaving. This is evident in its assistance to increasing global carbon emissions, depleting natural resources and the overall impact on humanity.

A circular economy stresses the importance of the longevity of a garment, following it throughout the entirety of its life cycle until the end of its usage. This includes recovering and regenerating materials at the end of each service life, avoiding its disposal and focusing on solutions, such as upcycling and recycling materials. It was not until 2016 when the circular economic model was introduced, replacing the previous linear economic model of ‘take – make – consume – eliminate’. Since 2002, fashion production has nearly doubled, ‘whilst less than 1% of these materials are recycled into new clothing’ (Ellen MacArthur Foundation [EMF], 2017).

Sustainability is embraced by the concept of ‘slow fashion’, utilising better design processes and product reusability in the supply chain, with an aim to establish long-term relationships and transparency (Ertekin and Atik, 2014). Fast fashion is a complete contradiction due to its highly unsustainable nature and sole focus on business economic growth through its easy accessibility and rapid response to new, upcoming trends. Consumers have established ‘negative attitudes and negative purchase intentions’ with luxury brands associated with environmental harm (Cervellon Citation2012). Fast fashion brands like Zara responded to consumer demand for sustainability, releasing the ‘Join Life’ line in November 2015, in which ‘organic cotton, recycled wool, and Tencel fibres’ where used in their clothing. However, some termed fashion brands as ‘greenwashing’, accusing businesses of deception and overexaggerating environmental claims of their products to ‘build a positive corporate image’. 

The UN’s 17 sustainable development goals (SDGs) are aimed to be achieved by 2030. SDG 12,‘Responsible Consumption and Production’ addresses overconsumption patterns and the wasteful nature of the fashion industry. 80 billion garments are made annually. Yet due to a great excess of apparel, the majority is not used, resulting in 85% of textiles sent to landfills. Kegan argued the development of ‘psychological sophistication’ has caused consumers to consciously consider sustainable fashion options, reducing the concern of oneself and greater desire of well-being for the planet. However, ‘ethical clothing consumption’ might result from personal feelings of guilt or desire to appear ethically responsible to society, viewing it as an ‘ethical obligation’ (Shaw et al., Citation2006). 

References

• Gazzola, P., Pavione, E., Pezzetti, R., & Grechi, D. (2020). Trends in the Fashion Industry. the Perception of Sustainability and Circular Economy: a Gender/Generation Quantitative Approach. Sustainability, 12(7), 2809. MDPI. Retrieved from https://www.mdpi.com/2071-1050/12/7/2809
• Gwilt, A. (2020). A practical guide to sustainable fashion. London: Fairchild Books, An Imprint Of Bloomsbury Publishing Plc.
• Henninger, C. E., Alevizou, P. J., & Oates, C. J. (2016). What is sustainable fashion? Journal of Fashion Marketing and Management: An International Journal, 20(4), 400–416.
• Jägel, T., Keeling, K., Reppel, A., & Gruber, T. (2012). Individual values and motivational complexities in ethical clothing consumption: A means-end approach. Journal of Marketing Management, 28(3-4), 373–396. https://doi.org/10.1080/0267257x.2012.659280
• Ki, C. (Chloe), Chong, S. M., & Ha‐Brookshire, J. E. (2020). How fashion can achieve sustainable development through a circular economy and stakeholder engagement: A systematic literature review. Corporate Social Responsibility and Environmental Management, 27(6). https://doi.org/10.1002/csr.1970
• Ki, C. (Chloe), Park, S., & Ha‐Brookshire, J. E. (2020). Toward a circular economy: Understanding consumers’ moral stance on corporations’ and individuals’ responsibilities in creating a circular fashion economy. Business Strategy and the Environment, 30(2). https://doi.org/10.1002/bse.2675
• Kim, Y., & Oh, K. W. (2020). Which Consumer Associations Can Build a Sustainable Fashion Brand Image? Evidence from Fast Fashion Brands. Sustainability, 12(5), 1703. MDPI. https://doi.org/10.3390/su12051703
• McNeill, L., & Moore, R. (2015). Sustainable Fashion Consumption and the Fast Fashion Conundrum: Fashionable Consumers and Attitudes to Sustainability in Clothing Choice. International Journal of Consumer Studies, 39(3), 212–222.