Sustainable Fashion: How to Consume It?

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We can no longer ignore it: fashion pollutes.

Between the overproduction of clothing made at low costs, the questionable working conditions, and the hype surrounding ultra-fast fashion, the textile industry is particularly under scrutiny these days.

But while the situation isn’t the most cheerful, things are changing within the fashion industry. Even better, in light of environmental challenges, sustainable fashion is taking up more and more space. And now, many brands are producing responsibly, offering eco-designed products, encouraging consumers to buy second-hand, and genuinely distancing themselves from the crazy world of Fast Fashion.

And the government is also starting (timidly) to step out of the shadows to propose concrete measures that encourage ethical fashion.

In this article, we will assess these measures to show you that yes, sustainable fashion is evolving. We will explain what is available to you for better, but less consumption. Finally, you will find a selection of brands that deserve to be recognized for their responsibility.

Sustainable Fashion: When the Government Takes Action

The fashion industry is one of the most polluting in the world. Because beyond the product itself, it’s the entire manufacturing chain that is polluting: water, energy, pesticides. In the textile industry, carbon footprints are skyrocketing!

Moreover, according to government figures, 450,000 tons of used textiles are not collected. In France, this is equivalent to 45 Eiffel Towers being thrown into landfills or incinerated each year.

Until now, no concrete measures had been taken by the government to collect these textiles, but this is about to change. On September 28, France announced a major consultation aimed at a decree that will be made public in November, with the idea of announcing a plan for the next six years starting from 2023.

Behind all these bureaucratic debates, the idea is simple: reform the extended producer responsibility (REP) system in the textile, household linen, and footwear sectors to encourage brands to reduce the quantity of clothing produced and to increase their quality in order to combat climate change. 

In other words, France aims to promote sustainable fashion.

To meet these new requirements, no less than 5 “ambitious” measures are being considered by the government, namely: 

• the agreement of a bonus for brands that produce more “virtuous” products, 
• the reduction of costs related to textile repair,
• the development of better solutions for collecting used textiles, 
• available funding for sorting and repairing textiles, 
• the creation of a French recycling sector for non-reusable textiles.

Additionally, to support these exceptional measures, 600 million euros will be allocated over the next six years. This budget will be dedicated to repair, reuse, and recycling. On the other hand, 350 million euros will be allocated to reward eco-designed products.

While these are just figures, they nonetheless demonstrate a commitment from the government to encourage eco-design and collection to move towards a textile industry that is much more aligned with environmental challenges. 

In Practice, How to Consume Sustainable Fashion?

The Vintage Option for Dressing Differently

Second-hand and vintage clothing have never been more fashionable than today. Thrift stores have replaced the trendiest ready-to-wear brands, and grandma’s blouse is the most sought-after item at garage sales. It is worth noting that the market is estimated to be worth more than 1.16 billion euros according to the Kantar barometer.

Vintage clothing is therefore trendier than ever, but above all, it offers a unique and distinctive way to dress while being sustainable. Because let me remind you, dressing second-hand means wearing a garment that has already been used. Where new clothing has a considerable ecological impact due to its production and transport, vintage clothing is much less polluting, as it has only been produced once.

Finally, buying vintage also increases the perceived value of the garment. When you spend 30 minutes searching for the gem that will enhance your style, the sentimental value is entirely different. And it promises a beautiful love story.

Turning to Brands Committed to Producing Less, but Better

One of the scourges of the fashion industry is overproduction, which creates a snowball effect that encourages overconsumption. If we add to this the trend game that brands indulge in by designing collections aimed solely at mass selling, we end up with an unappealing outcome: that of fast fashion.

Fortunately, committed brands do exist. And when I say committed, I am not talking about those that claim to be through well-crafted advertisements and “greenwashed” slogans. No, the truly committed brands exist, and they are becoming increasingly numerous. 

To recognize them, here are some indicators to pay attention to: 

• Certifications/labels: GOTS, Oeko-tex Standard 100, Ecocert, B-corps, OCS, Mohair, Peta Approved Vegan, etc.
• Materials: Where do they come from? What are they? How are they certified? Are they recycled or recyclable?
• The approach: Is it ethical by respecting working conditions? Is it social by being part of an association or donating a portion of its profits to an organization?
• Communication: Does it communicate transparently about everything it does, what it plans to do, but especially what it does not do? Is it aware that it is not “perfect”?
• The pace of collections: Consider that a brand releasing a collection every three weeks must keep up with production. This inevitably implies increased resource mobilization, and not in a good way!

Where to Find Sustainable Clothing? Selection of Eco-Responsible Pieces

To conclude this article, I would like to add that to consume sustainable fashion, it is important to position oneself as a conscious actor and therefore a responsible consumer. And that starts with information. Question yourself and gather information before making a purchase. But also, commitment. Buying from ethical brands means supporting them in their commitment. And they cannot succeed without you ;)

To delve deeper into the topic of sustainable fashion:

• Decrypting responsible fashion.
• Presentation of 5 eco-responsible luxury labels.
• Focus on Veja and its sneaker that takes the opposite approach.

Cover image: © Sandra Semburg