The fashion industry is one of the most polluting industry in the world. According to a report, people in the US alone throw waste of over 12.8 million tonnes of textiles annually. Sustainability of resources is an issue that should not be ignored by professionals in textile and fashion industry. Designers and manufacturers know this issue and they are trying to make some changes using innovative methods.
Impressive growth
Sustainable fashion has been getting attention from people around the world. Last decade has contributed most in creating clothing and footwear that are made with raw materials which can be recycled easily.
Challenges for brands
The major challenge of brands for doing this is that customers demand colorful and latest trendy items and to mold them with sustainable products, it is necessary to have knowledge of both technology and resources. Environmental and ethical issues come after this.
The purpose of wearing something has changed completely. People these days buy products to showcase fashion trends and no one wants to compromise with the comfort too. Fashion has become a symbol of showing off money that one has.
Contribution of designer brands
Fashion shows are known for introducing new trends to common people. Lakme Fashion Week last year celebrated ‘Sustainable Fashion Day’ with the collection of winter clothes. The Indian market has a huge number of homegrown talent that is working on ethical and sustainable clothing. The most popular brands making sustainable fashion products in domestic market are Anamoly, Doodlage, and Kharakapas.
To have the maximum impact, there should be complete transparency in sourcing, designing, manufacturing of products so that buyers can know about the quality they are getting.
Currently, there is a great demand for sustainable fashion products and early investors will make profits in the long run.
