Five Ways Fashion Brands Can Push The Boundaries Of Sustainable Leadership
By now it is well understood that climate change and fashion are conflicting arenas playing on the opposite sides. But can fashion brands help change that with carbon insetting?
The intimidating numbers and statistics make the undertaking for addressing environmental catastrophes appear enormous. While COVID19 has left the world shivering with fear and panic, it has altered the power structure in terms of fashion and climate change. The pandemic has highlighted nature’s monumental potential to restore & regenerate when it is not being constantly invaded by humans. As the unpredictability of what is to come tomorrow remains, it is apparent that sustainability needs to become a standard, not an exception. And we can make this happen only through teamwork from both sides of the coin.
So, how can large names or emerging labels of the fashion industry transform into brands that are aware of their ecological consequences right from the start?
Fashion’s Relationship To Environmental Catastrophes
Education and awareness are vital (or maybe even the first approach) to brand sustainability. Fashion brands need to go beyond artistic creativity— acknowledging accountability and executing responsibility for every last ingredient that goes into their market-ready item. Say, using natural fibers such as cotton alone doesn’t cut the crop’s notorious profile for heavy water consumption. Instead, sustainably grown organic cotton is a better option.
Many independent labels around the world agree that the fashion industry's involvement in accelerating the looming climate emergency cannot be overlooked any further. Carbon neutrality is becoming a popular criterion for fashion brands seeking to be more sustainable. Fifty-two fashion brands, at present, have already been certified carbon neutral by Climate Neutral. As part of carbon insetting measures, Burberry presented its carbon-neutral AW20 runway show in Feb 2020 and declared its mission to become climate positive by 2040.
Sustainable brands are now focusing their resources on reigning in a closet cleanse— clothes that are free of microplastics emitted by synthetic textiles. Polyester, nylon, acrylic, and spandex decompose into microplastics when washed. These synthetic fibers wind up in our waterways, putting a strain on our ecosystems and aquatic organisms. They also bioaccumulate up the food pyramid, posing a serious health risk to humans. Beyond infiltrating the soil, drinking water, and air, microplastics also made their way to the placenta of pregnant women.
Given that synthetics already traffic more than 60% of fabrics in the fashion industry, the need to usher in other options over the commonly utilized material made of petroleum is critical more than ever. That being said, here are some important steps fashion brands can take towards carbon insetting.
Capitalizing on Regenerative Farming
Sustainable fashion is making the news, placing significant consideration on the production of fabric materials. Well-known brands like Eileen Fisher, Patagonia, Stella McCartney, including high-end labels such as Gucci, Balenciaga, and Alexander McQueen, have recently stepped into the domain of regenerative agriculture to propagate more sustainable fashion aesthetics.
About Regenerative Agriculture:
Regenerative agriculture is characterized as farming practices that replenish soil ecosystems, which improves organic carbon sequestration. As revealed in research by the National Academies of Sciences, Engineering, and Medicine, soil sequestration has the potential to remove about 250 million metric tonnes of CO2 each year— comparable to about 5% of the United States' total carbon output.
The concept of switching to regenerative farming integrates all three key elements of sustainable fashion— consumers, labels, and restoration of the ecosystems. It is an expandable approach and Patagonia is one example worth role modeling upon— what began as a 420-acre regenerative cotton project in 2018 with 165 farmers has today blossomed into a 5,248-acre project with 2,260 farmers.
Investing in Carbon Insetting
Environmentally conscious brands are increasingly becoming oriented toward decreasing their CO2 emissions, conscious enough to understand that offsetting emissions alone cannot slow down climate change.
The climate debt is significant, and while buying offsets is preferable to taking zero steps, it is not sufficient by itself. When things pertain to CO2 emissions, it's simple to shoot daggers at key industries like transportation and power, but there are both small and large enterprises aiming to find someone else to blame for their carbon pollution. To truly be climate positive, brands must take extra measures to assure that they are eliminating more atmospheric CO2 than their generation amount. Investing in ecological programs is another great approach towards carbon-negative goals. It can help foster the creation of new sustainable initiatives for meeting long-term sustainability goals. This can also serve to bring about growth for a rapidly growing population, as well as improve health and income.
Less New Fabric Production, More Recycled Fabric
At present, annual carbon emission from the fashion industry is estimated to be higher than maritime shipping and all international flights combined. The manufacture of a garment's fibers accounts for roughly two-thirds of its carbon footprint— making it by far the most accountable for emissions from production to transportation. The harm is primarily due to the excessive dependence on synthetic materials generated from fossil fuels. They consume an estimated 342 million barrels of oil per year and account for about 65% of clothes (easily defeating the predilection for better alternatives such as organic cotton). Switching to a circular production chain can help mitigate the emissions caused by synthetic fibers. Instead of dumping or burning the fabric, recycling it into a new garment reintroduces the fabric in the supply chain, helping prevent emissions from producing a new fabric.
Traceability And Transparency As Foundational Principles
There is no denying the influence of fast fashion. But every day, more standards and regulations are getting increasingly stringent, and brand adaptation is becoming increasingly important. The evolving, more conscious consumer demands are now requiring fashion brands to contribute more to social and environmental issues. It is making transparency and verifiable data more imperative than ever for product attraction and purchasing interest.
Brands need to strive to manufacture in a sustainable, socially responsible, and ethical manner to hold a place in today's competitive marketplace. Meanwhile, those who are already making an implicated contribution must be able to effectively keep proving the same. Fulfilling the societal, market, and consumer demands will require sufficiently and transparently integrated internal operations. Lack of traceability can also lead to shortcomings and disorganized operation processes within the brand itself, and communication and collaboration issues in the brand's relationships with suppliers and producers— resulting not just in delayed product launch, but also impacting teamwork and trust.
The highest level of transparency and traceability is crucial to remain environmentally conscientious, retain customers, and uphold the brand image.
To conclude—
More than 85% of clothes wind up in a landfill, posing a serious threat to our ecological equilibrium. Waiting for a miracle is not going to save our planet, taking proactive steps towards carbon negativity as a conscious brand will. In the end, the ultimate responsibility rests on the brands.
Brand sustainability is an avoidable priority, and at the same time, a challenge. At Gallant, we are going beyond the norm of sustainability and investing in farmers, workers, and the environment. Our wholesale organic cotton muslin bags, aprons, t-shirts can assist your company in starting the sustainability journey!
