An interesting article exploring that whilst the demand is there, the product is not.
According to the State of Fashion 2018 report by BoF & McKinsey, 60% of global millennials are willing to spend more on brands that are sustainable. Oeko-Tex Association, a group of 16 independent textile research and test institutes in Europe and Japan, reports that while 60 percent are interested in certified clothing, only 37 percent say they have actually purchased them.
Product availability and lack of clear marketing seem to be the main issues. The fashion industry is not providing millennials with sufficient sustainable fashion choices that also meet their most important criteria for making a purchase: ease of purchase, price and value.
Few consumers will actually take the time to visit a brand’s corporate sustainability page or read a sustainability report. Sustainability information needs to be clear, visible and easily accessible — both in-store and online — to cater to the short attention span millennials are so famous for.
Sit tight kids, until we know what’s really happening out there I suggest:
- Repair & repurpose – wear what you’ve already got
- Shop vintage – extend the life of something already out there
- Buy right – spend that bit extra on quality, something you truly will wear and keep for years
Article by Luna Atamian Hahn-Petersen. Read here.
Fashion revolution is a worldwide initiative uniting people and organisations to work together towards radically changing the way our clothes are sourced, produced and consumed. They operate throughout the world all year long, demanding revolutionary change from players in the industry.
Fashion Revolution Week is a campaign run in April, which falls on the anniversary of the Rana Plaza factory collapse, on 24th April 2013. That is the day Fashion Revolution was born. The demand put to the public is to ask #whomademyclothes. During this week, brands and producers are encouraged to respond with the hashtag #imadeyourclothes and to demonstrate transparency in their supply chain.
Events are taking place around the world, all week long. Find one near you here.
Definition: the practice of making a misleading claim about the environmental benefits of a product, service or company practice. It is a marketing technique used to make a company appear to be more environmentally friendly that it really is.
For example: Matches Fashion say on their website, “our suppliers are expected to…” and list 19 items to do with health, safety, labour and the environment. What does ‘expected to’ mean??? Broad, sweeping statements sound good but beware people, they don’t have to answer to any of it.
This App was created in Australia to help consumers cut through the information available from brands and turn it into concrete ratings on labour rights, environmental impact and animal welfare. Their ratings are formed using publicly available information, so whilst brands may be slow on giving insight into their supply chains, the chances are there is something to hide. The Good On You app already has more than 100,000 users worldwide, with more than 1300 major and emerging brands rated. Download here.
Emma Watson is a fan, reaching out herself to the company to help put a collection together for her Vogue Australia shoot (featured). Read more about that here.
Whilst the growth of clothing sales and production has doubled from 2000 to 2015, clothing utilization has decreased. Our focus need to be on buying quality items with longevity in your wardrobe. Information sourced from the Ellen MacArthur Foundation.
A positive article in the right direction although most likely an advertising plug. I still have a problem with fast fashion brands seeking to corner the ‘environmentally friendly’ market considering the volume they produce. H&M are currently pushing their ‘Conscious Exclusive’ collection however it is being marketed as a limited edition. These processes ‘have the potential to be scaled up throughout the main collection’ but no commitment has been made. Until then, if you are this way inclined it is a far better alternative to buying the rest of the clothes on offer and a step ahead of its competitors. Read here.
Stefan Siegal is the Founder of Not Just a Label, a platform for showcasing and nurturing emerging talent.