In this article:
- Brands are sharing not just long term goals to take care of the planet, but what they’re doing right now.
“It’s not easy being green,” Kermit once bemoaned. But for brands that do it well, it can foster greater customer loyalty.
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Brands jump on the circularity bandwagon
Circularity is the process of keeping products in use rather than throwing them out. For the clothing market that means avoiding the wastefulness of fast fashion in favor of clothing that endures for many uses and follows sustainable production and recycling practices.
The online consignment shop, thredUP, shifted the paradigm of thrift shopping from trawling through racks to scrolling through options on your phone or computer. In addition to making purchasing less expensive, pre-owned clothing more convenient, the company also touted the impact reusing and recycling has on our planet:
-Fashion will drain a quarter of the world’s carbon budget by 2050.
-26 billion pounds of textiles are dumped into global landfills each year.
-A single T-shirt takes 700 gallons of water to produce.
Here’s what we can do:
-Consume less.
-Reuse more.
-Choose used.
Over the years, thredUp has partnered with popular brands that gain a halo effect from participating in the resale marke. Brands like Adidas are even using their partnership with the brand to launch their own
Clothing for a better future
One of the brands to embrace sustainable standards for clothing is Primark. In the Primark Cares section of its website, it details its commitment to reduce its carbon footprint in production and increase the longevity of its clothing.
As Primark explained in Love Your Clothes, Love Your World:
“When it comes to fashion, durability — how long a product lasts — really matters. It’s not just about getting better value for money by keeping your clothes longer, it’s about improving our impact on the planet so there’s less waste.”
Primark already uses recycled or sustainably sourced materials in 25% of its clothing lines. It has pledged to increase that to all its product lines by 2030.
Gaining by losing a million pounds
It’s not just the clothing industry that is concerned with going green. The beauty industry has also woken up to the imperative to reduce waste.
One way beauty brands have taken action is by cutting out unnecessary packaging. In a recent email with the subject line ‘“e.l.f is committed to sustainability,” they wrote:
“Say Goodbye to 1,000,000 Pounds of Packaging.”