Planet Week Blog

Although change is argued to be one of the most important focuses within the fashion industry, due to its negative effects on the planet, the cognitive dissonance theory supports the reality of human behaviour in contrast to their personal belief and ethics. For example, NielsenIQ (2023) found that 78% of US consumers, which is around 214.281mm, state that “a sustainable lifestyle is important” to them, which juxtaposes their habits as H&M, a fast fashion brand, has over 520 stores in the US alone. Through the convenient form of fast fashion (mass production due to the industrial revolution), business such as Shein (74.7mm users (2022)) and Temu (104.2mm US users (April 2023)) have become prominent online fashion companies. Temu states they are sustainable as they “offset carbon emissions” for every delivery made however, they fail to mention how this is achieved. Offsetting has no impact unless renewable energy sources are used, while the energy resources used within Temu’s products cycle remain the same, just carried out in separate places. Due to consumer demand, fast fashion companies remain unsustainable through their high production rate, which leads to water pollution, landfill and the release of CO2 contributing to global warming. According to McKinsey, the industry should be aiming to cut down on carbon emissions with a 50% target by 2030, as currently textile production releases 1.2 tonnes of CO2 a year and is one of the main contributions to the carbon emission issue.

A circular economy, which was first introduced by Viktor Schauberger (1938), has the aim to ensure that products are used to their maximum potential, without negative impacts such as landfill. Patrick McDowell (2023) is a prime example which does this, using ‘reclaimed fabrics’ and ‘ethically produced materials with a low carbon footprint in mind’, to ensure that every collection is long lasting. Furthermore, Patrick’s brand allows an afterlife care system which involves consistent communication with the consumer- allowing them to return the piece and have it altered to a preferred piece, ensuring the circulation of the products life cycle is continuous.

Sustainability within the fashion industry is aimed to be done through the ‘17 SDGs’ (Sustainable Development Goals) developed by The United Nations (2015). One of the key SDGS is goal 12: ‘Responsible Consumption and Production’, expressing the importance of environmental impacts the fashion industry has on the planet. 95% of discarded clothes can be recycled and therefore despite the current negative effects of fashion within the planet, through a circular economy like structure as well as the use of the SDGs, it is possible through patience and consistency to create a more sustainable future within the industry. 

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