No industry is more susceptible to changing trends than the fashion industry. You'd only need to look back at what you were wearing ten, five, or even two years ago for evidence of this. But in recent years, fashion trends haven't just changed in terms of style and colour. Instead, consumers are becoming increasingly concerned with the way in which products are produced and the values that fashion brands hold themselves accountable to.
One current trend has been the growing popularity of sustainable fashion brands. Let's take a look at why sustainable clothing brands are suddenly all the rage.
Factors For The Rising Popularity Of Sustainable Brands
Global Warming
Firstly, the most obvious contributing factor towards sustainable brands' rise is a different kind of rise: the rise of the earth's temperature. Earth was almost 2.5 degrees Fahrenheit warmer last year compared to the 19th century.
As a result, it's becoming increasingly common for the world to find more environmentally friendly solutions in every industry. Hospitality businesses have been challenged to reduce food waste, car manufacturers have turned to electric-shaped solutions and the fashion industry has seen its manufacturing processes heavily questioned.
As a result, consumers are more likely to choose brands that show examples of ethical production, recyclable packaging and environmentally friendly delivery options.
End Of The Fast Fashion Era
Fast fashion sees brands take designer fashion trends and replicate them in the cheapest way possible. This is often done by mass producing large quantities of fashion garments, often which aren't built to last. Ultimately, this leads to the overconsumption of materials.
With global warming and other environmental issues being at the forefront of consumers' minds, fast fashion brands that have been so popular in recent times all of a sudden have a struggle on their hands. With it becoming more on-trend to shop sustainably, price isn't as much of a factor as it once was in the fashion world.
Gen Z Attitudes
At the heart of these changing behaviours are young Gen Z consumers known for their rebellious nature and tendency to question the status quo. Consumers aged from early teens to late 20s are most likely to make choices driven by ethical factors, something that generations before aren't known for.
For example, if in the market for a new hoodie, younger consumers are less likely to search for a mens hoodie sale and instead will be more likely to filter their options by brand practices and quality.
Examples Of Sustainable Fashion Brands
Patagonia
Patagonia is one of the biggest brands known for its ethics and sustainability efforts. The Californian-founded company focuses on using recycled materials and creating long-lasting products. It also offers a repair and reuse program to consumers.
PANGAIA
PANGAIA well and truly puts sustainability at the heart of its existence. The brand positions itself as a materials science company as opposed to a fashion brand. Interestingly, PANGAIA doesn't just look to be better than competitors, their website claims that their premium products leave the planet in a better place than if their clothing didn't exist.
Arvor Life
Arvor Life focuses its sustainability efforts on the world's oceans. For every product purchased from the brand, Arvor Life commits to removing 1lb of plastic from our oceans which acts as a mental souvenir for the consumer. Arvor Life also participates in beach cleans across Cornwall where they invite people to join them in removing plastic from UK beaches.
