The Environmental Revolution Of Clothing Brands

In recent years, sustainable development is a topic that clothing brands can not get around. On the other hand, they compete fiercely to seize the clothing consumption market. On the other hand, they are always active environmental issues, which gives the clothing brands a lot of pressure.

It is understood that the production of 1000 grams of cotton cloth needs more than 20 thousand liters of water, can be made into a T-shirt and a pair of jeans, including a series of dyeing and decoration process, during the use of up to 8000 different chemicals.

So, how to take a firm foothold in the changing fashion industry, making environmental protection an increasingly important tool for enterprises.

Especially for the brand in pition, emphasizing the importance of sustainability and gaining weight has become an indispensable catalyst for new retail sales and consumer recognition.

In the public opinion, what are the ways in which clothing brands are making efforts in environmental protection?

Starting from the source of fabric

For a long time, H&M is one of the most vocal brands supporting sustainable development. Many people doubt that this is just a marketing gimmick. The brand has launched a series of environmentally conscious actions made of organic cotton, recycled polyester fiber and Tencel fiber, and is committed to developing a new man-made fiber to reverse public awareness.

Despite its slow start, Zara, its competitor, began to launch its first environmental protection series, "Join Life", in 2016.

And it thinks that the high price of environmental protection is far from meeting sustainability, so it puts more energy into the reduction of electricity and greenhouse gas emissions.

In the product packaging, the cartons are made of 100% recyclable cardboard.

56% of all online orders use recycled recycled cartons to reduce carbon dioxide emissions.

In addition, in order to publicize green production, Holland fashion retailer C&A went to the world's largest producer of organic cotton. India took a documentary about organic cotton, elaborated the difference between traditional planting and organic planting, and allowed as many viewers as possible to understand the organic cotton market.

Compared with the pollution caused by traditional planting, organic pesticides are rarely used. The demand for water resources is relatively low, and the topsoil of farmland can also be repaired.

Recycling old clothes plan

For the clothing industry, fast fashion is a huge pollution.

The period from design to listing of the famous fast fashion brand H&M takes only one to two weeks, and the price is low, which has caused consumers to question over consumption, though it has been insisting on recycling old clothes for many years.

It is understood that since 2013, H&M has launched a pilot project in 49 countries and regions around the world. It also displays an environmentally friendly series of garments processed from fabric scrap, plastic sheets and organic fabrics in Le Louvre Museum, Paris, which closely link sustainable development with a continuous stream of fashion sense.

The pace of fashion brand Puma is much more than that, holding short term clothing recycling activities.

And these new tricks.

Jiangnan Buyi launched a brand new fashion environmental brand "REVERB" last year to expand business with the strategy of multi brand expansion.

The philosophy of zero waste is brand philosophy, with the concept of regeneration and smart design.

H&M reported second quarter earnings, up 2% over the same period last year.

It is inseparable from a series of measures to adjust stores, in addition to recycling old clothes, but also to provide clothing repair, custom embroidery and clothing washing and other services.

Adidas and marine joint environmental protection agency Parley for the Oceans co worked together to create a pair of running shoes with two recycled marine garbage inspired by the United Nations conference entitled "ocean".

The Empress Dowager Westwood even appealed to customers to buy less fast fashion products. From the perspective of environmental protection and protecting sweatworkers, they called on consumers to buy less bargains: "buy something that buys quality, which will enable designers to make better fashions, otherwise they will be led by commercial interests and marketing."

Conclusion

With the deterioration of the earth's natural environment, fashion industry is the main consumer of natural resources and the main source of pollution.

The natural environment and the whole industry complement each other, and more and more clothing brands will start with environmental protection fabrics, and enhance the brand's environmental protection concept by reducing pollution and increasing technology.

The old clothes recycling measure is only a drop in the bucket at present.