The Upcoming Importance of Sustainability and Honesty in the Fashion Industry
In the last couple of years, there has been a growing interest is climate change, sustainability and ethical products. Just recently, major fashion brands, like Stella McCartney, Inditex, Levi Strauss & Co and H&M signed an agreement for more sustainable fashion for 2020.
But also, fair trade, honest production and authentic brands, like Patagonia, Huit Denim and LN Knits, are making their mark entrance into the fashion industry.
A clear sign of the upcoming importance of sustainability and honesty in the fashion industry.
UN Climate Change Charter
The 10th of December 2018, 45 leading fashion brands signed the UN Climate Change Charter in Prague, joining forces to fight climate change.
The signatories of the Charter, which is in alignment with the goals of the Paris agreement, strive to become an industry with net zero emission by 2050, and to reduce the greenhouse gas emission of the whole fashion industry with 30 percent by 2030.
“By working together with other signatories of the Charter, we believe that we can achieve systemic change and build a more sustainable future.”, says Marco Gobbetti, Chief Executive Officer of Burberry, which is one of the fashion titans in the agreement.
The slave driven aspect of fashion industry
The Charter is the latest indication that the fashion industry is striving for a more sustainable supply-chain and, therefore, contributing to a cleaner and green world. However, there is also a slave-driven aspect to the fashion industry.
Nowadays, slavery is a term that is hardly ever used or is even associated with the modern society we are now living in. However, the fashion industry is highly competitive, and a big share of fashion products are still unethically produced.
Brands strive to have low prices, and fast-changing collections. The high demand implies fast production, and most of the times preferably at a low production cost.
Unfortunately, underpayment and exploitation of workers, like sewers and farmers of the fabrics, as well as child labour are still a problem.
The Global Slavery Index reported that worldwide 24.9 billion people are in forced labour, and the G20 countries spent $127.7 billion on the import of fashion goods that are at-risk of being made by this forced labour.
Slave free as key feature for storytelling in marketing
Although slavery is still problematic in the fashion industry, slave free fashion brands are on the rise. “Telling the story of the knitters is not only a key focus in my marketing strategy, but it is also a crucial aspect for me and my brand.
By doing so, you put a face on the farmers and knitters, you give them an identity. By buying a LN Knits piece, you do good, and you have a high quality, long-lasting, “slow” fashion item.”, says Ellen Kegels, founder of LN Knits.
Ellen stressed the importance of the relationship with the knitters and the farmers, the customers and the brand in slow-fashion, whereas the product triumphs over the all of this in fast-fashion.
LN Knits is not the only brand with this mission. Brands like Patagonia, and Huit Denim have already frequently addressed the importance of slave free fashion. “It is a business, seeking to make profit while doing good”.
Providing high quality product, limited quantities and a transparent and honest supply chain. In short, making conscious decisions, and putting people over products.
