Fast fashion and sustainability, things are changing?

by Marina Greggio
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In the last article, I explained really easily how fast fashion is damaging the environment and it’s creating a huge waste size all around the world. The truth is undeniable but brands are becoming more and more aware of their impact on the world and they want to reverse their mark. 

Nike, for example, has started the Reuse-A-Shoe program that aims to recycle any brand of athletic shoes at the end of their life, giving them a new life through Nike Grind, a program where you can shop regenerated products. 

H&M has unveiled its sustainable fall and winter 2019, called Conscious Exclusive collection, where the pieces are made from recycled polyester. “We’re always on the lookout for new innovations, new fabrics and new processes,” said H&M creative advisor Ann-Sofie Johansson. If I have to think about it, it was really time that fashion brands started to come out and take a stand speaking about saving nature and the Earth. These milestone choices have a trickle-down effect: other brands will follow and will use sustainable or recyclable products. H&M’s other goal is to reduce gas emissions that emit during the production process by 2040. Moreover, if you remember it from the previous article in 2013 has launched the program aiming to reduce textile from landfills donating or dropping off any clothing to recycle. H&M has also been working with celebrities to draw attention to its sustainability message.

h&m conscious collection

h&m conscious collection Source: Pinterest

Before fast fashion brands, brands like Stella McCartney had always highlighted the importance of sustainability. The brand has recently partnered with Adidas to develop a 100% recyclable hoodie, called The Infinite hoodie. This work of art is possible thanks to the collaboration with Evernus technology, which allows to create an entirely new material from waste. Since the beginning of her carrier, Stella McCartney has always tried to find sustainable alternatives to how clothes are made and used. Recently, she urged people to stop washing their clothes to reduce their environmental footprints. By 2020, her goal is to stop using virgin nylon, instead she aims to recycle it and use a regenerated one. 

Brands are moving forward, or at least they are trying to. And consumers? More and more people are now aware of their impact on the world and they are becoming vegetarian, vegans or environmentally-friendly. Either little or big any behavior can improve our quality of life. So don’t think it’s not up to you, because it is. Don’t waste! Recycle!

Some tips to help our Earth can be:

  • buy less, to slow down the fast fashion cycle
  • buy second-hand clothes
  • recycle, but be aware of where you do it
  • don’t throw clothes, use them more!
  • be aware of how clothes are produced
Stella McCartney x Adidas

Stella McCartney x Adidas Source: Pinterest

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