Debunking Fashion Sustainability Myths

Fashion has a significant environmental footprint. As consumers who are wanting to make purchase decisions that align with our values; its important to understand when fashion companies are not being totally transparent about the environmental impact of their production process through each stage of the supply chain.

This article is to serve as a guide for things to watch out for when it comes to green marketing and sustainability claims made by different companies. In no way shape or form is it an exhaustive list of ways in which brands mislead their customers about their environmental initiatives.

Materials

Recycled Fabrics - Usually polyester, recycling single use plastic items whilst is better than using new materials if it isn't able to be recycled again then then environmental benefit is reduced. Polyester also sheds micro plastics into the environment.

Dead-stock - This is a classic green washing tactic. Most consumers aren't aware that many dye mills overproduce fabric with the intention of selling it at discounted prices later on. This is because it isn't always economical to dye small batches of fabric. The entire industry is engineered to overproduce beyond the needs and demand of brands and consumers and so using dead-stock fabric isn't really of great environmental benefit.

Natural Fibres - Some natural plant based fibre such as cotton and to a certain extend linen are thirsty and require a considerable amount of water to grow. Also if the fibre is not organically grown, harsh chemicals such as herbicides, pesticides and fertiliser are used to produce a larger crop. Wool and leather can also be very resource intensive as it requires feeding and watering sheep, cows and other animals to harvest. On the flipside natural fibres won't release microplastics into the atmosphere. Hemp is a better alternative as it doesn't require anywhere near as much water to grow and it's a hardy plant resistant to insects.

Production

Freight - A garment may be sewn in one country but the fabric and materials used may be imported from another and the raw materials such as fibres and dyes may again be processed in another country. The supply chain therefore for one garment can be long and complicated and which a brand may have very little oversight on even if they tout otherwise. The transport between all of these different countries may result in a significant amount of environmental damage especially if air freight is used.

Recyclable/compostable packaging - If its made from recycled products and can't be recycled itself then the environmental benefit is dubious. Also some compostable packaging can only be composted in commercial compost conditions making it a bit useless for a regular person with a home compost bin.

Ethical Production - Most brands outsource their manufacturing to countries like China and India who are notorious for terrible working conditions. Although many factories can automate much of their production processes including cutting, most garments still need to be hand machined by an individual person. When you consider that it is no wonder that a brand with locally made clothes may run you in the hundreds for a a single garment whereas you can pick up a pair of jeans for $40 or less from H&M.