Sustainable Fashion

The primary purpose of this essay uses persuasive writing to get her point across. Informing the reader about the eco dangers of buying outsourced clothing material. Most people often want the cheaper alternative without going to the flea market or charity clothing banks. But all the clothes get worn down, shrink, fade or just deteriorate in the end because the fabric is unsustainable. Resulting in the t-shirts and jeans to be tossed away and put into a landfill. Where they have been found to transmite “more than three million tons of carbon dioxide emissions”. (Siegle, 7)

Robert Swan once said “the greatest threat to our planet is the belief that someone else will save it.” Two companies that understand this concept are Patagonia and Nike. How they address these issues regarding sustainable business practice vary, however. Both have made it their mission to deliver excellence and make the best quality products within their industries, Patagonia focussing more on outdoor active wear, while Nike is more sports oriented. Part of this process has been developing products from sustainable sources. Patagonia, for example, actively took a stand against chemical intensive cotton in 1994, and has since switched to less harmful means of organic cotton within all their cotton-based products. They are even going the extra

This papers purpose is to teach fashion heavy consumers on the real price of fast fashion and how buying it affects the environment. This type of audience can be anyone who partakes in the buying of well-known cheap retail stores that have a large audience of being fast and obtainable. These consumers should have the information on how fast fashion effects are environment so it could possibly alter their buying habits to be eco-friendlier but buying either less or more sustainable clothing instead of the cheap alternatives. This audience should care about this purpose because this will affect the world now and for future generations as their environment is being mistreated because of these fast

80 billion clothing items are produced every year. About two million tons of clothes is thrown away every year. The clothes often cannot be resold due to lack of quality. Only about 10% of clothes are resold. ¾ of the clothing’s manifested from fast fashion labels will end up in a land fill after a year after it is put out for consumers to buy.

The guidelines and steps that IKEA is taking to become more environmentally friendly is by having 50% of their wood will come from more sustainable areas and 100% of their wood from priority areas (IKEA Group, 2014). Also, by August 2015, all cotton used by IKEA will be sourced from more sustainable sources like Better Cotton and leather products will be produced according and with respect of human rights and animal welfare.

Fashion is everything to society and the media. The fashion industry has transformed into a necessity in the life of people. Everyone wants to look good, feel fabulous and feel as if we belong with everyone else. The envy and desire to wear certain things and look a certain way all come, from wearing the latest fashion handbags, accessories, dresses, shoes, and the list goes on. But, when is considering fashion into an individual’s life going too far to the extreme? Many do not consider the whereabouts of fashion materials and how the environment is affected by the mere existence of certain garments. Some may believe these objects grow on trees. But that is clearly not the case. Even though it would be nice. The fashion industry as a

Lululemon is the third leading speciality sports apparel store, behind Nike and Adidas (appendix 1), retailing for women and a small range of men. They have capitalised on the growing trend of fashionable gym and street clothes (Ibisworld, 2016). Their vision is “Elevating the world from mediocrity to greatness”, through their 350 stores and online store shipping to 80 countries (Lululemon, 2016). A SWOT analysis in appendix 2 reveals the sustainable niche of Lululemon’s market, while below demographics, social trends and environment macro-environmental factors are discussed due to their relevance to Lululemon as a modern brand, the others are outlined in appendix 3.

In the book, Overdressed: The Shockingly High Cost of Cheap Fashion, Elizabeth Cline, a journalist and the author, writes about the lack of ability of disposal we currently possess for the massive amounts of textile waste. She wrote, “The rate of disposal is not keeping up with the availability of places to put everything that we're getting rid of and that's the problem." Millions of tons of textile waste are generated globally per year. There are many efforts to cut down the amount of waste by recycling, shredding, and exporting to developing nations. According to the United Nations, The US is the leading exporter of second-hand clothes. Very poor nations like India benefit greatly from imported second-hand clothing. These methods to cut back on textile waste are proven to work, but they don’t solve the problem, they just lessen it. Part of the problem with fast fashion and textile waste is that many of the clothes being mass produced are made out of cheap petroleum-based fibers. H&M received a lot of backlash for this, spurring them to release a more eco-friendly line of clothing, using organic cotton.

There will always be that one or two patrons that are looking to save the environment and if the company can look to incorporate environmentally friendly designer clothing and accessories into the business, the business will be leading the future in clothing retail sales. For example, designer blue jeans become a designer purse; a designer silk shirt becomes a new designer pajama top. Reusing material is not a new idea however, creating new items from high-end designer clothing to create environmentally friendlier clothing or recycled designer clothing from the designer is, and if it is made exclusively for Christina’s Unique Clothing Store the company’s future is secured.

EcoSpun was started by the company Wellman Inc. and it completely changed how we view fabrics. These fabrics blend with other materials like cotton to make the product soft to the touch. Patagonia adopted this process to make recycled material that would help the environmental issues and make a really cool product. Yvon Chouinard founder of Patagonia is committed to making a change with pollution and to still have outerwear products that will last someone for many years. Chouinard and his team worked with Malden Mills to make the polyester out of recyclable bottles. There are billions of plastic bottles and they are harmful to the environment, Patagonia, as well as other companies, are taking them into make materials. As Chouinard company was helping with the environmental crisis and letting out millions of chemicals, he decided there had to be a change. His next steps are to find new recyclable fabrics as well as finding other ways to recycle polyester. Also, they are working to receive old Patagonia’s product to re-made into a fiber or other forms of

Finding an exact definition for the terms “sustainable fashion”. “Green”, “Eco fashion” to a name a few, is close to impossible. We all have the impression everyone understands it the same way but it is false, it has different meanings for all of us.

Case Study 1.2 “Geoffrey B. Small is Big on Quality, Customers, Community” is about a leading fashion designer that does not want his customers to think about the brand name, color, style or price of the fabrics they wear. Small’s wants his customers to be “thinking about the quality and origins of the fabrics you wear, their impact on the environment, and your own view of social responsibility as a customer.” Even if the customer cannot afford his clothing he wants them to understand his mission as a designer.

The fact that there is so much competition in the clothing industry forces companies to seek the cheapest labor and material. To get products that are the least environmentally harmful will cost the company more money. That can lead future CEO’s to look for less expensive resources that may not meet their current standards. For example, because Patagonia makes synthetic clothing, plastics used to make the clothing release micro-plastics into the water when washed. These micro-plastics cannot be completely filtered by waste water filtering plants. (Martinko, Katherine)

Generations ahead of us only had a tiny wardrobe, where clothes were not washed every day. In our generation, fast fashion is in. It’s ok to have multiple shirts or shoes of the same color. It’s actually ok to throw away unwanted apparel. Apparel companies are beginning to focus on sustainable fashion, also known as eco fashion. Apparel, fashion, and textiles is the most polluting industry in the world. Every stage, that a garment goes through, uses up and threatens our resources.

People are taking more and more consideration on environmental stuff. H&M has done quite well in sustainable improvements. (Activities about this are shown in the appendix.)