Article by Hiba Khan and Gargi  from Entrepreneurship Wing, GAEE JMI

Fashion is more than just a piece of clothing. It’s an expression of your personality and creativity, as well as an art form. It’s a daring and bold statement that reflects your perspective and thoughts. Fashion had its own recognition in the 1980s, 1990s, and 2000s, and it is still changing, evolving, and adapting.

However, fashion trends that arrive like a tsunami and then vanish just as quickly have been a significant problem in recent years. These trends not only waste resources in the production of clothing, but also encourage customers and fashion enthusiasts to buy more than they need or originally plan to.  

Fast fashion always comes at a cost to the environment. At the current rate, the fashion industry is expanding, it is expected to account for more than a quarter of global carbon emissions by 2050. Additionally, it is the world’s second-largest polluter.

However, there are some solutions and alternatives that can help to alleviate these issues. The first step is to raise awareness and willingness to change, such as by creating a sustainable brand that thoughtfully incorporates environmental, social, and economic issues into its business operations.

It’s time to debunk the myth that profitable sustainable start-ups don’t exist. Many industry leaders, including Burberry, Gucci, and Versace, are leading the charge for sustainable fashion. Meanwhile, Adidas and G-Star RAW have created clothing made from ocean plastic, with Adidas selling over a million pieces from its ‘Party’ collection in 2017.

In the long run, successful CEOs believe that incorporating sustainable business models has increased brand value and profitability. We can see changes in India as well, with the fashion brand Myntra introducing “Myntra For Earth” tags for sustainable garments.

Some brands are simply accepting their old products, which is fantastic because it shows that they are taking more responsibility for the waste they generate. Technologies for recycling fibers are being developed, but none are commercially viable yet. Hopefully, they will be soon, as these technologies will change how materials are used and, eventually, how we buy clothing.

There are also many new business models being developed for the growing market, including ideas for swapping and renting out second-hand clothing.

1. ZARA: A pioneer in sustainable fashion 

It is no secret that sustainability has risen to the top of the priority list for fashion brands. Fashion brands ranging from Zara to Loewe to H&M are working to improve their environmental policies and commitment to the planet.

Zara’s owner has announced that by 2025, all of the company’s collections will be made from 100 percent sustainable fabrics. Inditex, which was named the world’s third-largest apparel company by Forbes, said its other brands, including Zara Home, Massimo Dutti, and Pull&Bear, will follow suit.

It is one of several lofty goals to be announced. According to the company, by 2025, 80 percent of the energy consumed in Zara’s headquarters, factories, and stores will come from renewable sources, and its facilities will produce zero landfill waste. It also promised that by 2023, the viscose used would be 100 percent sustainable.

Zara highlights some of its most significant actions, such as politically fueled programmes, integrating social environmental sustainability, and the health and safety of its products, in bold letters under the slogan “Working towards sustainability.”

When its boxes, bags, hangers, and alarms reach the end of their useful life, they are reused and recycled. Customers’ bags are already made of 100 percent recycled paper, and by 2023, all single-use plastics will be eliminated.

Currently, its stores have been renovated to prioritize efficient energy and water consumption, and zara.com’s servers run on renewable energy. Zara’s use of European linen and recycled polyester, as well as its manufacturing in Morocco and Tunisia, demonstrate the company’s progress toward fulfilling its sustainable mission.

A surfeit of eco-friendly or sustainable fashion brands has been launched in India too.

2. Doodlage 

Doodlage is an eco-friendly Delhi-based brand that sells upcycled products. Kriti Tula and Paris Arora founded it in April 2012 with the idea of upcycling and recycling waste material into new wearable fabric material. Kriti Tula was working on a harsh label at the London School of Fashion, which resulted in India’s first global, sustainable, and affordable fashion brand, Doodlage.

The brand is also recognised by a number of global and national brands. They collected fabric waste from factories in Delhi that had been rejected due to minor flaws, as well as post-cutting waste, which are panels large enough to be stitched back together. Using the waste material, they created a small limited-edition collection made of natural materials such as cotton and wool. Thus, saving tonnes of fabric waste from ending up in landfills and polluting the environment.

They produce fewer garments while paying their artisans a higher living wage and using low-impact raw materials. The process waste is shredded to make a new fabric that is used to make home furnishings and bags. Furthermore, they make their packaging paper from waste cloth.

This company has taken small conscious steps toward the environment and is attempting to scale up its efforts in order to inspire as many people as possible to embark on a sustainable journey.

3. No Nasties

No Nasties, an eco-friendly clothing company, uses organic materials that are not harmful to the environment.  It was founded by Apurva Kothari in Goa. She also made an effort to educate farmers and provide options to customers.

Its organic cotton is produced without the use of any harmful chemicals or pesticides. They are also opposed to child labour and have decided to launch a grass-roots movement to improve farming methods after learning about the alarming suicide rates among farmers. That’s how No Nasties was born.

Our Final Take

It’s time to take charge of this issue, and the global pandemic has brought sustainability to the forefront. It demonstrates how fragile human beings are, and our health depends on a healthy environment. On the other hand, ‘fast fashion’ will not disappear magically. So there are many scopes for upcoming start-ups to be an ideal sustainable building model. Sustainable business practices can uncover new revenue schemes, reduce risk and innovative ideas to revolutionize the fashion industry.

It is time to take charge of sustainability, and the global pandemic has pushed it to the forefront. It demonstrates how vulnerable humans are, and our urgent need for a safer environment. While there are numerous opportunities for upcoming start-ups to be an ideal sustainable building model, fast fashion will not vanish overnight. 

Sustainable business practices have the potential to uncover new revenue streams, reduce risk, and generate innovative ideas to revolutionize the fashion industry.

Article Summary:  This article discusses how the fashion industry, despite being one of the largest revenue generators, is also one of the largest waste generators. Furthermore, various alternatives for reducing waste generated by the Fashion Industry are discussed and brands are examined to demonstrate how sustainability in the fashion industry is not only noble but also profitable. Finally, it is concluded that sustainable business is useful for discovering new revenue streams, reducing risk, and generating innovative ideas that will revolutionize the fashion industry.

Hiba Khan and Gargi are B.Com & B.A.(Hons.) Economics student respectively at Jamia Millia Islamia, Delhi, and a member of GAEE JMI, an autonomous branch of the Global Association of Economics Education in India. The views expressed are personal and do not reflect the opinions or views of GAEE or its members.


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