It is crucial that concepts belonging to the green world find their way into the fashion world. This is actually happening thanks to the fights and actions carried out by governments, associations, and individuals. Like many other fields, the fashion market is undergoing a slow but necessary transformation.
“The fashion industry is one of the largest polluters and producers of greenhouse gases in the world, mainly a cause of the economic model of “fast fashion “, which sees clothing as a perishable commodity to be thrown away after short use. Billionaire business has been favoured by globalization, which has allowed brands to contract out various phases of their supply chain in countries where the laws for the protection of the environment and labour are almost non-existent, so the costs are low “, writes LaStampa.
The fashion market: between eco-sustainability and ethics
On the one hand, there is an attempt to reduce emissions and the main factors of pollution, on the other hand, there is an orientation and establishment of policies that ensure a safe environment for the staff and working conditions that put the individual first. The concept of sustainable clothing, therefore, holds together eco-sustainability and ethics.
Today many big brands, unfortunately, more out of compulsion than out of conviction, are aligning themselves with business conduct that respects the guidelines of eco-sustainability and ethics. Together with them, in recent times, many small and medium-sized enterprises have been emerging that are making their way into the fashion scene by pushing precisely on ethical and sustainable characteristics.
The certifications of sustainable fashion
To make available to consumers a product that respects the environment and people, various certifications are issued by local or international entities: from the exclusion of chemical agents to the quality control of the raw materials used; from recycled materials to forest management involved in the production.
Certainly, the main ones include GOTS (Global organic textile standard), OCS (Organic content standard), GRS (Global recycle standard), FSC (Forest stewardship council).
In some way, it seems we are witnessing a real revolution: companies are asked for transparency on their work. This is delivered through open communication with the customer about the production process and the materials used, as well as regular inspections conducted by the brands themselves in their workplace.
It will certainly not be a sudden change – far from it. What is undeniable is that the atmosphere we breathe provides new perspectives and shapes the current horizons in fashion.
Matteo is about to get a degree in Philosophy and currently works as a Marketing Manager. He’s well experienced in digital marketing and contemporary French philosophy alike. After co-founding Atmosphera, he’s now ready to launch Theodore&Rachel, a brand producing sustainable clothing according to the principles of circular fashion.