Sustainable fashion: The Need Of The Hour

To keep up with rapidly evolving tastes and the short attention spans of Gen-Z and millennials, the low budget, fast fashion business model evolved.

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As much as fashion is a style statement one that a number of us use to communicate our ideology and identity, it’s equally crucial to be aware of the fashion industry is currently in the crosshairs for its ecology damaging practices.
To keep up with rapidly evolving tastes and the short attention spans of Gen-Z and millennials, the low budget, fast fashion business model evolved. But with it came a rapid impact on the planet. How can this be possible? Well, fast-fashion brands choose low quality fabrics for their garments. These fabrics are made in such a way that they are not durable and will soon end up in a landfill. The textile waste does not decay and has an extremely adverse effect on the environment. The fashion industry is known to produce four percent of the world’s waste each year. As fashion awakens to sustainability, we are experiencing a whole new movement with designers opting for eco-friendly fabrics and ways to marry sustainability with style. Companies are focussing on improving every characteristic of the product’s existence and using sustainable resources responsibly. As we fight to stop the hostile effect of climate change, sustainable fashion is the need of the hour. The manufacturing process of clothing and footwear takes up huge amounts of land and water, and presently is responsible for eight per cent of global greenhouse gas emissions. When we talk about fabrics, the production of the most used fabric, i.e. cotton, takes 20,000 litres of water for just one kilogram of cotton. Moreover, fires in the Amazon rainforest do not just benefit the cattle farmers engaged in beef production, but leather manufacturers. From premium to luxury brands, everyone is taking steps towards a more sustainable tomorrow.
While some may interpret ‘sustainable fashion brands’ as loose, colourful hippy pants and uncomfortable sweaters, designers have moved way past that. Your fashion game could be on-point and could feel totally comfortable in sustainable garments.
As brands are becoming increasingly more conscious about the risk to the environment, their main responsibility is to bring about an alteration in production processes, distribution and marketing practices. But, the more important role is to create awareness among its customers so that they understand the need to slow down and adopt sustainable consumption patterns.

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