HOW SUSTAINABLE IS THE FUTURE OF SUSTAINABILITY?

With customers becoming more conscious of the impact of the brands they buy on the Earth, brands are expediting their attempts to appeal to the ever-growing and evolving market…

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Sustainable consumer habits have gained quite a lot of significance over the years. The major driving forces include the realisation of environment damaging practices, and the strong desire to make ecofriendly choices. Further, millennials and Gen Z consumers have taken the sustainable fashion movement forward by being ecologically conscious. The new generation looks for fashion that is sustainable, fair and circular without limiting the preference to latest trends. Sustainable and responsible consumers are encouraging brands to demonstrate transparency and sustainability in their supply chains. With customers becoming more conscious of the impact of the brands they buy on the Earth, brands are expediting their attempts to appeal to the ever-growing and evolving market.

Meanwhile, retailers around the globe are understanding the flipside of fast fashion and are moving towards sustainability as it is beginning to dawn on them that the harmful chemicals and plastic waste created due to their heightened usage of polyester and other raw materials is non-biodegradable. “A number of homegrown brands are investing into sustainable collections and several international fashion houses are launching ‘green’ collections as part of their product offerings,” explains Charath Narsimhan, Managing Director, Indian Terrain Fashions Limited.

“We all are aware of the adverse impact textile and fashion have on the planet. As responsible businesses and professionals, it is expected of the industry to address this massive issue,” adds Arpit Srivastava - Country Marketing and Branding Manager, South Asia & Thailand at Lenzing Group.

Needed Fast: Slow Fashion