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Sustainability in Fashion


Sustainability in Fashion

As fashion enthusiast, have you ever googled the word Sustainability at least once in your life? If yes, did you find what you are looking for?
With ethical fashion being the center of discussion at the moment, Meshugge is here to answer your curiosity about what being sustainable in fashion actually means.

Let’s start from the basic. What is sustainability? The Cambridge dictionary defines it as the quality of being able to continue over period of time. Sustainability can also be divided in 3 different categories; environment, economic and social.

When we link Sustainability to business practices, it represents the idea that goods and services should be produced in ways that use resources which will not harm the environment. To be more specific, this implies continuous work to improve all stages of the product’s life cycle, from design, raw material production, manufacturing, transport, storage, marketing and final sale, to use, reuse, repair, remake and recycling of the product and its components.

Despite the greenwashing trend that emerged these past few years from many brands, it is fundamental for us to be aware of how important it is to start being sustainable in the fashion system, because of these 5 main issues which affect our environment:

Short lifecycle: Use things longer is the biggest goal of sustainability. Yet, shops are constantly having new collections with very competitive price which make it more challenging for the customers to grow this good habit.

Waste: With how "disposable" fashion items are becoming, the amount of pollution that our clothes created is increasing. To reduce the quantity of this waste, always take the opportunity to repair what you have. Even better, using them as recycled materials in apparel.

Water crisis: Producing garments consume lots of water and this increase the need for fresh water. Cutting back its use in the production process can help fulfil the demand for drinking and agriculture.

Harmful chemicals: Behind the items that we wear, there are numerous figures that work very hard to produce them and they are often have to endure the dyes and finishes chemicals. This does not only harm them, but also water sources in the area.

Agriculture: Naturals fibres are still often grown using treatments that are harmful for the farmers, workers and the surroundings. That’s why more conscious choice for clothing fibres should be developed consistently to find better solutions which harm nobody.

At the moment, no one has tackled these issues completely. However, Green Strategy made a very good summary of what being ethical in the industry is about; Sustainable fashion is thus partly about producing clothes, shoes and accessories in environmentally and socio-economically sustainable manners, but also about more sustainable patterns of consumption and use, which necessitate shifts in individual attitudes and behaviour.