Fashion Brands’ Quest For Sustainability


Sustainability is the key word in all fields for many years now and it stands for enduring quality or the power to regenerate and regain its original value. Eco friendly mindset is working patiently to permeate the society and living at all levels. This growing green trend is also present in clothing production, and sustainable lines are the long-awaited solution for the environmentally conscious fashionistas or just low-key supporters. Let’s make the world slowly turn towards careful use of resources thus leaving our beautiful Earth for the new generations to enjoy.

Brief history

It all started in the post-wars period, symbolically commemorated as the first Earth day. Patchwork garments were the thing those days. It continued with practice of reuse of clothes. Sadly, the rise of companies that have sweatshops abroad was a major step back. Boycotting Nike practices was the glorious comeback. They have since repented by excelling in sustainability. The green story lives.

Present day

Vogue is a merciless current and asks little about the casualties. Unfortunately, early tries of green inclusion have run into a brick wall. The materials looked raw and unprocessed. Naturally, this wasn’t much appealing to the wider population. The whole agenda was just poorly structured. Proper inquires such as a matter of production of materials, energy consumption and post-use factor brought a change in the game.



As expected, there are opposed views on this subject, the extreme and the balanced voice. Cotton was a common natural material before, but new types of production have made it controversial. Linen and bamboo seem like obvious choices, but they devour energy in the maintenance process. Similar issues apply to leather and fur controversy, and its interconnection with meat industry.



Surprisingly, crocodile skin has proven to be a viable solution to sustainable leather market. Instead of reducing the numbers of some endangered species, this practice has actually helped bulk up the population of animals via controlled trade. USA leads the way in farms and habitats for alligators, while muskrat and wild beaver dominate in Canada. Just look for CITES certificate as a proof of legal and sustainable buy.

Main problem

The vital components include the utilization of water, pesticides and dye. What also comes to mind is a question of productivity and energy dissipation. Some of Eco solutions include upcycling – a recycled upgrade, or slow fashion – investing in durable, quality pieces. If you have trouble finding Eco-friendly fashion shops in your neighborhood – you can always rely on the world wide web. Plenty of dresses you can buy online!

Large scale

eco fashion week

Giants in the clothing industry are facing quite a few obstacles. There’s trouble in finding materials, and affordable ones. Additionally, there’s buyers distrust in their newfound greenness and false labeling. When it comes to big dogs, H&M is the pioneer in the field. Its example is followed by big names like Calvin Klein, Gucci and Stella McCartney. Even Eco fashion weeks were held in Canada and New Zealand, while London organizes Fabrics Expo for innovative materials.


The total success would require companies attack the root of the problem and reshape their business model. Demand is a two-way street: customers have to ask for it, but the companies have to advocate sustainability as well. Although it is a great challenge, adopting circular economy is a prerequisite. Since nothing is absolute and fabrics are only characterized with reduced environmental impact, seek that the sustainable ways prevail.

The fruits of this long-term endeavor on the behalf of both shoppers and companies will most definitely have a positive impact on our life and environment. Voice your opinion to help establish a greener but equally fashionable tomorrow. Our say is what it counts.

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