Sustainable fashion and conscious consumption

Mar 28, 2023

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Amid the growth of urbanization and the fast pace of cities, we see the rise of a fashion movement that prioritizes the material to be used in production rather than the super-fast time to produce pieces of inferior quality and through cheap labor.

Sustainable fashion emerged as a response to the growing environmental and social concerns regarding the impacts of the fashion industry on the environment and on people's lives. The concept of sustainable fashion began to be discussed in the late 1980s and early 1990s, amid a growing awareness of these issues.

During this period, movements and organizations emerged that sought to encourage responsible production and consumption, such as the slow fashion movement, which advocates for the appreciation of artisanal production, the use of organic and recycled materials, and conscious consumption of clothes and accessories.

Over the following decades, sustainable fashion gained more and more space in the fashion world, with the creation of new brands and initiatives that sought to promote sustainable production and consumption. Today, sustainability is a growing trend in the fashion market, with many brands and designers adopting sustainable practices in their production, attracting an increasingly conscious and engaged audience regarding environmental and social issues.

In Brazil, there are brands like Vicunha, globally recognized for their high standards of quality and sustainability, which is a Brazilian multinational present in Latin America, Europe, and Asia. With over 50 years in the market and being a global reference in jeanswear solutions, it operates with denim and twill fabrics.

Photo: reproduction

Photo: reproduction

Sustainable fashion is extremely important today, as it is a way to deal with the environmental and social crisis we face. The fashion sector is known for being one of the most polluting in the world; according to the United Nations (UN), the fashion industry is responsible for 8% of greenhouse gases and 20% of water waste worldwide. Just for one pair of jeans, about 7,500 liters of water are used. Additionally, the fashion industry also has a history of labor exploitation, especially in developing countries.

According to a survey published by the Global Fashion Agenda, a non-profit organization, more than 92 million tons of textile waste were recently discarded. The estimate is for a 60% increase, or more than 140 million tons in the next eight years.

The concern with the fashion sector goes beyond polluting production. The high consumption of the population is an important factor for this extreme production. It works like a cycle; the higher the consumption by society, the more the industry will produce constantly. To keep up with trends and profit from them, large brands seek to use simple materials.

Since trends always change, is there any reason to invest so much in fabrics, right?

Wrong, it is exactly for this reason that there is a concern with the actions taken by the industry regarding what is done to reduce the social and environmental impacts in the fashion world. As a consumer, it is necessary to be aware of your own consumption patterns to avoid buying from brands that do not care about the lifecycle of their pieces.

It is up to the consumer to assess their financial possibilities and, if they can, prefer that product which is better for themselves, for society, and for the environment. Thrift stores and used clothes online, on sites like OLX and Enjoei, are a good alternative, but we are witnessing the increasing popularization of independent brands that offer sustainable products at a fair price, with good cost-benefit.
Felipe Seffrin, communications coordinator at Instituto Akatu.

Research indicates that Generation Z already emerges with a greater environmental awareness than previous generations and is a great advocate for thrift stores and second-hand items. This points to a favorable future for this type of commerce, which tends to grow.

One of the tips for those looking to start applying sustainability in fashion is to look at the pieces they already own in a different way, using creativity in the best possible way. After all, the most sustainable clothing is that which has already been created, without the need for thousands of other pieces to be made frantically.