In order to improve the environmental and human consequences of the current fashion industry’s manufacturing processes, governments should continue their support of new technology like direct-to-consumer fashion and the shared economy. However, to really see changes, it is brands that need to take the lead. Tell us what you think in our brief survey. Your answers will help inform the NOIIBU on pioneering truly sustainable fashion.
Sustainable Luxury Fashion Consumer Survey
Just how long before we will have a global fashion map where most clothes are sustainably sourced, reused or recycled? That’s a good question. In 2013, The Kering Group, a luxury French conglomerate – which owns heavy hitters such as, GUCCI , Bottega Veneta and Alexander McQueen – founded the Materials Innovation Lab, which provides the Group’s Houses with more than 3,000 sustainable fabric and textile samples. They are also collaborating with “Fashion for Good - Plug and Play Accelerator” for start-ups to drive disruptive innovation and make materials and processes more sustainable.
This would positively impact the industry, its’ consumers and eventually the economy. If we as consumers start voting with our purchases for real sustainable efforts in our clothing, rather than greenwashing by known manufacturing and retail giants, we can create a new future that matches our demands and desires, without even sacrificing the quality and style we all crave.
Although direct-to-consumer programs are getting accepted by the fashion industry, it will be a big challenge to revolutionize a large established supply chain business and convince larger companies to completely change their factories. While politics may solve the social problem, it’s the fashion industry that must improve environmental standards and they seem willing. According to Stanford Social Innovation Review (SSIR) in 2018,
“ Today, more than 90 percent of CEOs state that sustainability is important to their company’s success, and companies develop sustainability strategies, market sustainable products and services, create positions such as chief sustainability officer, and publish sustainability reports for consumers, investors, activists, and the public at large. “
It’s important to note more than a million environmentally conscious shoppers have been opting for socially responsible fashion. Data shows those customers purchase organic clothing over organic and recyclable versions of brands, while industry-wide sales of organic brands reach £2 billion annually.
My own personal buying habits illustrate that sustainable fashion has become an “In the know” experience of the high-end fashion market today.
Our goal is to successfully rejuvenate the clothing and fashion industry by setting a new standard. How, you ask? By going to the source. NOIIBU is both passionate and innovative about connecting with independent fashion brands and self-made designers in all corners of the world. We take a special interest in those who combine local materials, unique designs and creative vision. We know that in this new world, if we want to truly give back to the community, it’s important to open your eyes and ears and to trust in the potential to create a better world.
(Source: surveymonkey.com)
