The fashion industry is on the verge of amazing changes! Global warming, air pollution, respiratory diseases - this is what the fashion industry brings to the world, along with tons of cotton T-shirts, polyester sports suits and synthetic dresses. Modern materials almost do not decompose, and to produce them, chemicals that are harmful to the environment are required.
Overly rapid growth in production leads to air pollution and the strength of modern materials creates problems with their disposal. The destruction of clothing leads to environmental pollution. Natural fibers are also unsafe. Cotton, linen, silk and semi-synthetic fabrics are made from cellulose based on wood fibers. When decomposed, these fibers release a greenhouse gas - methane. It adversely affects the climate. Although in the production of clothes from cotton three times less carbon dioxide is released than in the production of polyester, cotton plantations are sprayed with pesticides, which is also very harmful to the environment.
That is why one of the most important aspects on the agenda of the fashion industry is the transition to sustainable clothing production.
Previously, in the fashion world, there were mostly separate initiatives, for example, U2 band lead singer Bono bought materials from African suppliers to help the continent with economic development, and Vivienne Westwood, who has long advocated environmental protection, produced bags from recycled materials. In recent years, the movement has noticeably consolidated.
At the global level, there is a search for solutions for the clothing industry with the involvement of new materials. Not only recycled textiles are used, but, for example, J.C. Penney announced the development of jeans, which will be made of 20 percent polyester obtained from recycled plastic bottles.
Many stars who, using their popularity and prestige among fans, are trying to convey the importance of reasonable consumption also support the trend for sustainable fashion.
One of the most famous and long-time supporters of eco-fashion is Emma Watson. In 2010, she launched the Feel Good Style page dedicated to sustainable fashion and natural beauty, and the actress also created an eco-collection for Alberta Ferretti Pure Threads back in 2011. Amber Valletta appeared on Met Gala in 2016 in H & M's taffeta eco-dress with organic silk petals and plastic sequins.
The Gwyneth Paltrow Goop brand produced a line of shirts made from organic fabrics, and the money from the sale of each was transferred to planting trees in the Tahoe National Park in California.
The fashion brand Loomstate, from the United States, can serve as the clearest example of how the eco-approach to the production of clothing covers all stages - from growing and gathering raw materials to manufacturing clothes. This brand sees a new future where the people and the environment are valued as much as the products. To realize this vision Loomstate uses a win-win approach when farmers, factories, and brands work together transparently. For them, a sustainable system is one where everyone wins environmentally, socially and economically. Synthetic fertilizers, pesticides, growth regulators and other chemicals are not used on farms with which the brand works.
Today, there is a growing tendency to use flax, cotton, and seaweed combined with viscose, nettle, and hemp in sustainable fashion. All raw materials are of high quality, they are grown in accordance with the standards of ecological farming: without any chemical additives or substances harmful to human health. In addition, high-quality standards are also observed in harvesting these plants.
A dress made from hemp, a shirt made from bamboo, a fabric made from algae fibers is not just a tribute to fashion, it is a desire to survive. We must become kinder to our planet. Obviously, sustainability is a needed breakthrough for the whole world and the world of fashion in particular.
“Sustainability is no longer about doing less harm. It's about doing more good.” Jochen Zeitz
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