Let’s get straight to the point – conjured images of rough fabric and unsophisticated styling does not amount to eco-fashion. We are referring to elevated style and beyond, certain criteria in place – which has been beneficial to the environment – ingredients that make up the ready-to-wear clothing which has gone through a deep intrinsic evaluation on its carbon footprint and chemical load before it reaches the customer.
And it is innovation in sustainable practices that have played a pivotal role here. Although it is a well-known fact – not publicized though that the fashion industry happens to be the world’s second largest polluter, adopting a sustainable lifestyle for the diligent few.
Research shows that even when a person adopts a more sustainable lifestyle — whether they are more aware of it or if they have children and want to turn them into responsible citizens – fashion is usually the last thing they will change.
The following statistics are ready to awaken anyone - the average T-shirt uses 400 to 600 gallons of water to produce (that’s equivalent to seven to 10 full bathtubs); the fashion industry uses 1,600 chemicals in their dyeing processes, only one percent of which have been approved by the Environmental Protection Agency; a T-shirt can travel up to 3,500 km before it lands on a consumer’s back.
But it’s not just the industry that’s at fault; consumers play a part, too. Our choice of fast fashion dictates that we consume over 400 percent more clothing today versus 20 years ago and the average garment is only worn seven times before it gets thrown out. After all, no one wants to be photographed in the same outfit, hence we are at a day and age when it is most convenient for consumers to dispose of their wardrobe.
Moving forward, we need to create a sustainable wardrobe so that we simply do not throw everything away and start from scratch, nor is it to stop buying clothing altogether. It’s the small changes that will add up to a big difference. It time for apparel companies to attract their consumers with style and tell them their story.