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From Trend to Necessity: The Growing Demand for Sustainable Fashion

Posted on May 19 2023

From Trend to Necessity: The Growing Demand for Sustainable Fashion

Did you know the fashion industry contributes to over 10% of the global carbon emissions? It also accounts for 60 million tonnes of plastic produced annually in the United States. 

The fashion industry has a tangible impact on the environment, and the global focus is on producing and consuming sustainable fashion.

Sometimes a trend considered a fad is a necessity, and we are here to gauge the effect of Sustainable fashion on the environment, consumer behaviour, influencer marketing trends in this respect, and sustainable fashion market growth in the future.

How to define Sustainable fashion?

Sustainable fashion, likewise known as upcycled fashion, eco-friendly fashion, or green fashion, is the process of manufacturing and purchasing clothing with the minimum impact on the planet. The favourite materials as part of sustainable fashion are organic cotton, hemp, silk, and bamboo, produced using less water and energy.

Sustainable brands focus on upcycling using vintage materials to create something new and trendy. Repurposing materials ensures discarding nothing and curating something fresh, trendy, and a consumer favourite.

Green fashion also focuses on circular fashion, defined as repurposing clothes to be reused as accessories to be used and not discarded. Some brands with the USP of repurposing worn-out denim to create designer bags, belts, or pouches are helping drive the circular fashion motto.

The consumer’s pick

A survey revealed that Gen Z prefers sustainable clothing more than Millenials or Baby Boomers. Consumers are conscious about what they purchase and its effect on the planet in terms of deforestation, energy consumption, and carbon emissions. Consumers are also abreast of cruelty-free fashion and vegan products. The market consists of people exposed to the internet and social media platforms. Social media is driven by influencers who connect to their audience’s core and propagate the benefits of sustainable fashion. One out of three consumers today prefers ethical products over non-sustainable items. They also buy slightly premium wear that is durable and has minimum effect on the environment. A considerable millennial population loves vegan clothing and green fashion and is doing its part in saving the earth.

The ethical fashion market was over $7,548.2 million in 2022, with a CAGR of 6.5% since 2017, and expects to grow to $11,122.2 million in 2027 at a rate of 8.1% and in a positive trajectory in the coming years.

Some of the top ethical-fashion brands in 2023 to choose from are Pact, Patagonia, tentree, For Days, MATE the Label, Reformation, Avocado, Jungmaven, Thought,  Boody, Eileen Fisher, BackBeat Co.

KOTN, Harvest & Mill, Colorful Standard. These brands have a global consumer market and employ the best production methods and materials to protect the planet from pollutants and waste.

Finally, fashion is a deliberate choice. If what we adorn our bodies with does not sync with what the planet currently needs, there is a part of our consciousness that will have its calling! 

Our fashion sense does not change overnight while we bask in our comfortable chairs. As the need for sustainability requires action, we can implement changes in our fashion choices and impact the planet considerably. As stated earlier, fast fashion has been one of the prime polluting industries, but consumers’ cleaner demands are reversing the ill effects of non-eco-friendly fashion manufacturing. 

“As Consumers, We Have So Much Power To Change The World By Just Being Careful In What We Buy”

This quote sums up the fact that Sustainable or environmental-friendly fashion is not just a trend but a necessity.