The fashion industry is notorious for its high levels of pollution and consumption. From unsustainable materials to high-emission production processes, many fashion brands have a lot of work to do when it comes to being environmentally friendly.

But how exactly can the fashion industry be more sustainable? Throughout this guide, we'll look at some of the ways that fashion brands can reduce their environmental impact, as well as what fashion consumers can do to help too.

The Fashion Industry and Sustainability

The fashion industry is one of the most polluting and resource-intensive sectors in the world, largely due to all the resources used to create clothing, manufacturing, transport and packaging.

In fact, the fashion industry is responsible for 10% of global greenhouse gas emissions, and it’s estimated that the fashion industry currently uses around 93 billion cubic meters of water per year — four percent of all freshwater extraction globally.

Many fashion brands are aware of their unsustainable practices, but it’s not always easy for them to make significant changes. In spite of this, the fashion industry is already being forced to adapt due to growing consumer demands for ethical products, as evident by the increasing number of campaigns promoting sustainable practices within the fashion industry.

Even though the fashion industry is slowly learning to introduce more sustainable practices, there’s still a lot of room for improvement. So — how can fashion brands be more sustainable?

How Can Fashion Brands Be More Sustainable?

Utilise Sustainable Materials

One of the best ways for fashion brands to reduce their environmental impact is by using sustainable materials.

Sustainable materials are those that come from renewable resources and don’t damage the environment when produced or disposed of. The more sustainable a material, the less impact it has on: land use, water use, carbon emissions and habitat destruction. There’s a whole host of different sustainable materials out there, including:

Recycled and upcycled materials — such as fabrics made from second-hand clothing.
Bio-based materials — such as cotton grown without pesticides or chemicals.
Conventional materials that are naturally biodegradable — such as wool or silk.

However, don’t expect fashion brands to switch everything over to sustainable materials overnight. It takes time for high-volume clothing manufacturers to change the way they work, and many brands are still working towards introducing sustainable materials across their product lines.

Minimise Water Consumption

As water consumption is so high in the fashion industry, another way for fashion brands to reduce their environmental impact is by reducing water consumption during the production process.

Since reducing water consumption during the production process can be challenging for fashion brands, the best thing they can do is use fewer materials that require large quantities of water. Simply switching to more sustainable materials, like organic cotton or recycled fabrics, will significantly reduce the amount of water used during production.

Protect Biodiversity

Fashion brands should also consider protecting biodiversity when designing their products. Not only does biodiversity provide numerous resources for the fashion industry, but it also helps protect us against climate change. To make sure their supply chains support biodiversity, fashion brands should always investigate where they source materials from and encourage their suppliers to do the same.

Avoid Harmful Chemicals

By avoiding harmful chemicals in their supply chain, brands can reduce both the cost of production and the environmental impact of their products.

To reduce the use of harmful chemicals, brands can look for suppliers that specify which chemicals they use and make sure those chemicals are not harming people or the environment. By reducing their use of harmful chemicals, fashion brands can protect both people and the planet from a host of environmental problems associated with conventional materials.

Ensure Fair Working Conditions

One of the biggest problems in the fashion industry is how labourers are treated due to their high dependency on cheap, outsourced labour.

While some fashion brands have managed to improve working conditions in their supply chains, most have not done so adequately. There’s still a lot of room for improvement when it comes to ensuring that workers are earning a fair wage, working in safe environments and being afforded basic human rights.

One way for fashion brands to ensure workers receive a fair wage is by using worker-owned cooperatives that give them more control over their labour conditions. By buying from worker-owned cooperatives, fashion brands can reduce the number of unfair work practices within their supply chains and help ensure the rights of their labourers.

Supply Chain Transparency

According to data from Business of Fashion, 42 percent of millennials and 37 percent of Generation Z claim that they want to know what goes into their garments before they buy. For brands, increasing supply chain transparency should be a vital priority when it comes to ensuring sustainability for their customers. Investing in Blockchain technology is an innovative way for fashion brands to increase transparency in their supply chains.

By using Blockchain technology, fashion brands can ensure that consumers get real-time updates on the production of their products all the way from raw materials to final retail. Fashion brands can also help strengthen the reputation of their products by building trust and credibility throughout the supply chain with Blockchain technology.

Use a Sustainable Fashion Consultant

Utilising a fashion consultant that specialises in sustainability and sustainable production can benefit brands in many ways.

Firstly, a sustainable fashion consultant will help brands understand the impact of their products on the environment, which is crucial when it comes to sustainability. By utilising a sustainable fashion consultant, brands can gain insight into how their products impact the environment and what they can do to improve production in the future.

Secondly, a sustainable fashion consultant is an invaluable resource for brands when it comes to sourcing sustainable alternatives. And thirdly, a sustainable fashion consultant will help brands transition into selling more sustainable products by providing expert advice on what they can do to work towards this goal.

To learn more about how using a sustainability consultant can benefit your brand, contact me today.

How Can Fashion Consumers Become More Sustainable?

Buy Slow Fashion

As customers, we can all contribute to the sustainability of the fashion industry by putting in some extra effort when shopping. One of the simplest ways to do this is by buying slow fashion instead of fast fashion. Slow fashion refers to clothing that is durable, unique and produced ethically.

By buying slow fashion instead of fast fashion, customers can ensure that they are helping brands make more sustainable decisions about their supply chains. Fast fashion is often characterised by short production cycles and made with cheap materials sourced from overseas factories, which has a detrimental impact on the environment.

Make Ethical Purchasing Decisions

Another way consumers can contribute towards sustainability is by making more ethical purchasing decisions, such as choosing Fair Trade clothing over conventional materials and clothes made in sweatshops. By doing this, consumers ensure that they are supporting sustainable practices with their purchasing decisions.

Follow Brands That Adhere To Sustainability Standards

As customers, we can also help contribute to the sustainability of the fashion industry by following brands that adhere to certain standards. For instance, if a brand has its products made in worker-owned cooperatives or is committed to using organic fabrics, following that brand on social media or subscribing to their newsletters can help you stay up-to-date on their latest sustainable initiatives.

Build Your Brand Sustainability With an Expert Fashion Consultant

At James Hillman, we believe that building your brand with sustainability is essential to ensuring its long-term success. Our mission is to help fashion brands work towards their goals of achieving long-term sustainability with our expert support and advice.

Our fashion consultancy services have been specifically designed to help fashion brands achieve their goals while making more sustainable decisions. From Fashion Concept Creation to Fashion Design Services and Sustainable Fashion Production, we will work by your side every step of the way.

Contact Us Today To Find Out More!