We search the word future and fashion or future of any industry in any search engine, sustainability is must element for every business to have to survive in today’s business world. It may seem like sustainable fashion is something of the current term, but it has sustainability has been around for quite sometime and has been a hot topic of the recent year in the fashion industry.
Up until the 1950s amid the rise of the industrial revolution, clothing production largely consisted of a tailored, made-to-measure approach. Garments at the time had a comparatively higher price tag, and the status quo invariably owned less. The slower production process also informed a much longer trend cycle, therefore quelling consumer appetite for the latest and greatest.
In the post-war era as the economy got better and the purchasing power increased, the fashion industry responded by transition to mass production which then sparked a proliferation of malls, outlet store and seasonal sales to encourage more consumption.
Sustainable fashion was first introduced into contemporary culture by the Hippies, who prefer locally grown, handmade, and pesticide-free products. Second-hand clothing in the 1970, as a counterculture to social norms, such as mass consumerism, materialism, and capitalism.
Baby boomers, a vast generation realized the power at hand to reinvent the around them be it music, society, and style. With the arrival of H&M. and Zara, the world’s longest, fast fashion empire in motion, international acceleration rapidly continued, with increasing global production and rapid store availability of the design, naturally meant an of abundance of micro seasons, as many as 52 collections a year.
Fast Fashion brand promised constant consumer transformation, creating a desire for consumers of all age to create layers of identities while building up easily obsolete, low-quality wardrobes.
It was not until the 2008’s economic crisis that the liking of people towards fast fashion turned sour. Around the same time, the incident of the Rana Plaza in Bangladesh brought up to light many issues of the fashion industry from under wages, child labour, chemical issue, water usage, climate changes and other sustainability issues.
Today, Fashion, as the world’s third-largest industry polluter, has been slower than other sectors to address its environmental impacts. Although fashion industry has a long a way to go toward the sustainability of it impact and business model, it is changing now and planning to change for future.
Some Popular Campaigns Around Sustainable Fashion (mid 2000-2011):
“Green is the New Black” – Forbes” The whole fashion industry knows and has awakened to the fact that it wasteful, there’s toxicity and low-price points are driving hum right issues and wage issues.”
“Global warming ready” campaign was done by Diesel
“Earth keepers” campaign was done Timberland
“Earth keepers” campaign was done Timberland
“Detox” campaign has challenged some of the world’s most popular brands to eliminate all release of hazardous chemical.
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