The key to greater sustainability: Fair fashion and cost-per-wear
Sustainability: More Than Just a Trend – A Focus on the Future
The term "sustainability" is omnipresent today. News outlets and social media regularly call for a sustainable lifestyle, while companies highlight their efforts to minimize their ecological footprint through large campaigns. But what does sustainability actually mean? What can each individual contribute, and how does it relate to the fashion industry?
In this article, we explore the meaning of sustainability and examine its impact on the environment, people, and animals, with a particular focus on the fashion industry.
Sustainability means using natural resources responsibly. It is much more than a trend and permeates all aspects of our daily lives. Sustainability encompasses not only ecological but also social aspects. It is about creating a balance in all areas of our daily lives to improve quality of life on one hand and to protect the environment for future generations on the other. Sustainable action concerns us all. The world is changing, and it is time to make a difference. Everyone can play their part. The fashion industry, especially the fast fashion movement, faces many challenges and is under scrutiny.
Fast Fashion Under Fire: Environmental Impact and Unethical Practices
Fast fashion and the rapid production of cheap mass-market goods bring many problems. Not only are large amounts of energy and water needed for production, but numerous harmful chemicals are also used, which have severe consequences for our environment and our health.
In conventional cotton farming, immense amounts of water, fertilizers, and pesticides are used. These end up not only in the soil but also in our clothing and on our skin. When washed, these toxic substances are released back into the environment, creating a never-ending cycle.
Short-lived trends and bargain prices are responsible for many garments ending up unsold and completely new in massive landfills, where they are eventually burned.
The consequences of our "throwaway mentality" have reached drastic proportions. Fast fashion is not only synonymous with quick trends but is also often associated with environmental pollution and exploitation.
A disaster like the collapse of the Rana Plaza textile factory in 2013 in Bangladesh must never happen again. This tragic event made the world aware of the dangerous and inhumane conditions under which many people in the fashion industry must work. To permanently prevent such catastrophes, continuous action is needed by governments, companies, and consumers. Safe, hygienic working conditions, fair wages, and transparency in production must be ensured.
It is time to change the course of the fast fashion industry and shift the focus to sustainable alternatives.
Slow Fashion – Conscious Consumption with the Cost-per-Wear Formula (CPW)
A conscious decision to buy environmentally friendly and ethically produced products is crucial and an important step in sustainably protecting and changing our planet in the long term. Origin and production conditions play a key role in this. By choosing sustainable alternatives, not only is less waste produced, but precious resources are also conserved.
Using products that last a long time and can be reused promotes a culture of conscious consumption. Slow fashion focuses on quality over quantity.
With the help of the cost-per-wear formula, the sustainable value of a garment can be easily determined. The price of the garment is divided by the number of times the garment is or has been worn.
It quickly becomes apparent that a cheap 10-euro shirt from the fast fashion movement often ends up being more expensive than it seemed at the time of purchase. At home, you're initially pleased with the many bargains you've scored, only to be disappointed after the first or second wash when the shape, color, and material have changed significantly. The item ends up at the back of the closet and is replaced by a new bargain when the opportunity arises.
Wearing sustainably produced textiles over a longer period of time not only has an impact on the ecosystem and your wallet, but it also helps raise awareness of environmentally friendly and ethical fashion.
It's not just about minimizing your ecological footprint but also about making a conscious decision for a lifestyle that supports ethical production methods and fair trade.
Sustainable Alternatives: Natural and Recycled Materials
There are a variety of sustainable alternatives used in textile manufacturing today. Particularly natural materials like Tencel, bamboo, cork, hemp, linen, wool, and organic cotton are gentle alternatives that reduce the environmental impact of the fashion industry while enabling the creation of high-quality and durable products.
Tencel (Lyocell) is produced in an environmentally friendly way from the eucalyptus plant and is biodegradable. Bamboo viscose and modal are both derived from cellulose and are less harmful to the environment than conventional fibers. Cork is a material obtained from the bark of the cork oak tree. It is water-repellent and a good insulator.
Hemp is also a popular choice for textile production. Growing this robust and fast-growing raw material requires little water and no pesticides. Wool is a sustainable raw material and particularly eco-friendly when sourced from humane animal husbandry. Wool has temperature-regulating properties and is antibacterial.
The cultivation of environmentally friendly organic cotton significantly reduces the burden on our ecosystem. Organic cotton farming is done without the use of chemical pesticides and fertilizers. As a result, no harmful substances enter the soil or adjacent water bodies. Nature, biodiversity, and living environments are thus permanently protected. The avoidance of dangerous chemicals also strengthens the health and well-being of agricultural workers. In the long term, improved soil quality leads to more sustainable harvests and a healthy ecosystem.
However, there are still other challenges, as one of the most pressing environmental issues of our time is plastic waste. Every year, millions of tons of plastic enter the oceans worldwide, much of which was produced for single-use purposes.
Recycling processes make it possible to transform this waste into new products that can be reused. Econyl is made from old carpet remnants and fishing nets and offers a sustainable alternative to conventional textiles. The robust fibers can be recycled multiple times without losing quality.
Recycled polyester is also a good alternative, as it significantly reduces the need for new plastics. It is often made from old PET bottles and converted into new fibers and yarns. By integrating plastic waste into textile production, we not only reduce waste but also create a more sustainable alternative to conventional synthetic fibers.
Sustainable fashion focuses on producing clothing that is durable. High-quality workmanship and carefully selected materials not only help extend the lifespan of textiles but also minimize the ecological footprint.
Sustainability: A Matter of Ethics, Respect, and Responsibility Sustainable production focuses not only on the environment but also on people. A key aspect of ethical textile production is respectful, fair, and above all, safe working conditions. This includes fair wages, regulated working hours, and the prohibition of child labor. Independent certifications by inspection bodies such as the FairWear Foundation ensure through regular checks that these standards are met. In no country in the world should issues like parental leave, occupational safety, and safe conditions be unknown.
Family and personal needs are also strengthened through the promotion of community projects and cultural values. These values are reflected throughout the production chain, from raw material extraction to manufacturing and the sale of final products.
Sustainable fashion companies place great importance on transparently informing their customers about the origin of materials and how textiles are made. Consumers thus have the opportunity to consciously support companies that align with their ethical and ecological values.
Sustainability is not a topic to check off once and then move on to the next – it is an ongoing developmental process. This process challenges us to continuously question and improve our consumption habits. Choosing sustainable fashion means taking a strong stand against the practices of the fast fashion industry and promoting a culture of respect for people, animals, and the environment. Sustainable products are thus not just a matter of personal taste but also a conscious way to actively contribute to positive change.
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