By Daniel Cymes and Kelsey Williams
Why do millennials love sustainability so much? How has the sustainable fashion movement captivated individuals all across the globe? For starters, sustainable fashion does not conform to a particular style or trend. In other words, it looks just like the clothing items one might find when browsing a fast-fashion retailer.
Sustainability is not merely a fashion trend, it is a global phenomenon that found its beginnings in 1992, at the Earth Summit in Rio de Janeiro (Sustainable Development Goals, para. 1). During this convention, over 178 countries agreed to work towards the improvement of human life and protecting the global environment (Sustainable Development Goals, para. 1). The goals set in place by this summit live on to this day through the creation of ‘The 2030 Agenda for Sustainable Development’, which comprises 17 Sustainable Development Goals (SDG’s) that seek to tackle climate change and preserve oceans and forests through the improvement of global society (Sustainable Development Goals, para. 1). Through the path paved by global leaders, the fashion industry has sought to capitalize off of consumers’ increasing desire to positively impact the environment.
Millennials have grown up in a digital world (Cheng, para. 3). It is no secret that one can gain an abundance of information through the powerful tools of social media and other media outlets that generations in the past had no access to. Individuals are now able to obtain information that educates and provides a view of what happens behind the scenes in the life of a company; in particular, textile producers (Cheng, para. 3). Advertising teams of sustainable fashion brands use this to the advantage of the companies. These teams bring to light the harmful effects that the fast fashion industry has on the environment, simultaneously drawing the shopper’s attention to the ethically sourced and sustainable items produced by organizations that are centered around sustainability.
Sustainability sells itself. It does not have a particular look and one does not have to be a certain shape or size to be “on trend” in the sustainable fashion industry. The beauty and the excitement behind the garments is that it is eco-friendly and thousands of lives are saved from unsafe work conditions. Simply stated, by participating in living and shopping sustainably, individuals’ take responsibility for the earth they live in and protect and help the lives of others. These are just a few of the exciting elements that define sustainability. That is why sustainability sells.
Sincerely Sustainable 
Sustainability is a very fast growing topic among all types of industries, including fashion. Consumers typically buy more clothes than they need and it is going to start showing serious problems with the depletion of resources needed to make the clothing products. Another way to look at clothing sustainability is the use of upcycling clothes. People have made this more popular in the past years. People do this by taking their old clothes or getting used clothes from thrift stores to reinvent them, making them into something new. This new style of taking used clothes and making them into something new could help with sustainability, and would be an interesting topic to explore.
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Thanks for your insight, Ashley! Through ongoing research and personal connections, the benefits of ‘upcycling’ have become of great interest. As the trend of sustainable fashion continues to grow, textile producers are seeking to identify sustainable means of creation. One way that this has manifested is through the purchase and reconstruction of second-hand articles of clothing. It is encouraging to see that designers are realizing that their creativity does not need to be inhibited by the fact that they are utilizing recycled clothing. The concept of ‘upcycling’ is clearly on an upward trend!
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It is reassuring to see that both individuals and brands are moving towards the idea of creating and purchasing sustainable clothing. It is important for industry professionals to be aware of changing consumer attitudes and opinions, and this post does a good job highlighting how advertisers have listened to the consumers and positioned their products to appeal to new attitudes about the fashion industry. The shift to ethical and sustainable clothing seems to parallel a similar situation in the food industry, where many grocery stores are seeing a demand for organic and ethically sourced food, and similarly an increase in advertising organic and fair-trade food. It is admirable to see brands building themselves on ethical principles rather than profit-driven motives, but many shy away from sustainable clothing due to the increased cost. It would be interesting to see what goes into making sustainable clothing and how that justifies the cost.
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Thanks for your input, Teodora! As the global community grows increasingly cognizant of the detrimental effects of fast fashion, it is encouraging to see that activism regarding how to make the world a more sustainable place is rising. Although profit is at the root of any company, it is clear that consumers are realizing that making a positive impact on the global environment starts from themselves, forcing companies to reconfigure the sourcing and marketing of their products. This trend does not only encompass the fashion industry but it also reaches the food industry and even the automotive industry. As consumers have become more conscious of the influence that their purchasing power holds, companies are looking to cater more towards the conscientious individual. Be on the lookout for more blog posts regarding the benefits and how companies are making sustainable fashion more cost-efficient to the public.
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Companies that embody sustainable practices are aware of the current issues caused by fast fashion and are actively choosing to enact change. This post does a good job of informing the readers of all the benefits from sustainable fashion. Consumers can stay current with fashion trends while knowing the clothes are a part of a sustainable future. There are so many current efforts being made to help diminish the fast fashion industry and all the waste it produces. The company thredUP is a fashion resale website that allows consumers to buy used clothes as well as donate or sell old clothes. This company’s environmentally conscious business practices could be something to look into for future posts.
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Hi, Emma! Thank you for your comment! ThredUp is a great company to shop from if one is looking into shopping from more sustainable clothing brands! The online store sells gently used clothes that shoppers can send in to donate. Staying on-trend does not have to mean buying new clothes from the fast fashion retailers. There are staple pieces of clothing that will never go out of style that one can find at most thrift shops and re-sell outlets. There are so many great brands out there doing their part to help eliminate the harmful effects of the fast fashion industry.
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