Sustainable fashion is a term, now rather an ideology that has taken the fashion world by storm. What is it exactly? Why are high-end companies, enterprises, social structures, and individuals promoting it?
In layman terms, sustainable fashion is nothing but eco fashion. We are looking at creating an ecosystem where everyone is an equal stakeholder. Be it produces, manufactures, retailers or most importantly the consumer. We are looking at the system that gives the onus of saving the environment to these various stakeholders at different stages of conceptualization, sourcing, production, selling and purchasing.
This takes different forms for people from all walks of life. There have been protests and discussions for a long time now, emphasizing on making clothes in an environment friendly way. There have also been instances where people have pioneered the idea of borrowing and using second hand goods. The latter, purchase of second hand luxury goods, is particularly catching up with the classes and masses of today.
Some basic things sustainable fashion looks at is:
- Is the production sustainable?
- Will the product last long?
- Will the production ensure minimum wastage?
The modern consumer is a smart buyer. They want products that last longer if they’re spending money. They are willing to ditch cheap synthetics for natural materials like cotton, linen and hemp. Some high street stores like H&M encourage people to deposit their old clothes by offering attractive discounts to in store customers who do so.
Borrowing is another common way that has found fans around the globe in the arena of sustainable development. The advantages of borrowing are plentiful. The most important being you usually borrow from a known person. People in the recent past have been borrowing not only luxury goods but day-to-day wear too. It’s a means of swapping that helps one refurbish their wardrobe for a considerable period of time.
An increasing number of influencers have pledged to recycle and reuse their clothes. An even larger portion of the population has taken to buying second hand goods (popularly known as pre-owned) that are in good quality.
In earlier times, it was common for people to host auctions of pre-owned luxury vintage goods. Cashing on the idea, millennials took this a step forward. The current consumer is savvy, fashionable, with more disposable income, but also has added responsibilities of maintaining a certain lifestyle, socializing and running their day-to-day chores. For them, buying second hand luxury goods is not only a step towards catering to all the above, while advancing a step towards living a life of on the principles of sustainable fashion.
The re-use and re-selling of goods is perhaps one of the easiest ways to contribute to sustainable living. Its offered in charity shops, auction sales, an increasing number of websites serve as a platform to buy pre-owned luxury items where the responsibility of authentication, reasonable pricing, condition of the product is established by the portal itself.
Even though there have been apprehensions around the world of re-selling, buying and using second hand products, there is increasing awareness about the benefits of the same, the most crucial being environmental contribution and saving costs.