With the popularity of thrifting, fashion artists and designers are vying for a spot in the sustainability trend. Being “green” is becoming pervasive trend. The fashion industry is the second biggest polluter after the oil industry, and many companies are starting to realize the negative impacts that they are making.
This wave started with Stella McCartney. Her beautiful and sustainable clothing gained traction with millennials striving to be more sustainably responsible. Burberry is following in McCartney’s footsteps and will no longer use real fur in their products or throw away unused merchandise.
High-fashion sectors are not the only companies making a name for themselves in this new progression. Artists and high street fashion designers are following luxury all-stars to keep up with the moving trends.
SZA, singer and artist, has recently promoted Champion’s new gear. With “Sustainability Gang” stitched across the chest of a sweatshirt and “Puck Flastic” stitched on iconic sweatpants, leading athleisure brands are also pushing for sustainable messages.
Adidas also caught up with this trend by creating a sustainable snowboarding line. Constructed with recycled and PCF- free materials, the new 2018 Fall/Winter collection consists of new styles that are innovative in design and materials.
Jaden Smith is another style icon who stepped up to partner with G-Star RAW to create sustainable denim. Smith is also working closely with the JUST WATER initiative, making clean water accessible to all.
Haute couture is entering a new era where fashion is not just about looks, but about the material, the environmental footprint and the ethics. Consumers are finding sustainable products trendy because of the growing desire to save the earth for future generations that have to employ the same resources. However, a question arises of how sustainable a company can actually be while still making a profit.
Not only are products expensive to produce, but they are pricey for the consumers, too. These processes include low-impact organic crops that are maintained without pesticides and synthetic fertilizers.
Another aspect of sustainability falls under ethical working conditions and and fair wages, which is another factor in the higher pricing of these products.
Sustainable practices are seemingly more prevalent within the luxury sector, but will hopefully expand to other sectors of the industry, such as “fast fashion.” Sustainability is a fad that is growing in different ways and, it looks to grow in the future.