The rise of eco-friendly fashion choicesAs the harmful effects of fast fashion are becoming more and more apparent, consumer interest is beginning to shift towards a more sustainable approach. A 2019 lifestyle survey showed that 64% of respondents try to have a positive impact on the environment in their everyday actions and choices. This translates to the ethical clothing market, too, which has grown from a value of £4 million to over £50 million in the UK in the last 20 years according to market research. To find out more about the growing impact of sustainable fashion, we spoke to Victoria Shuttleworth, founder of Hugo & Me, a children’s clothing retailer focusing on organic and eco-friendly choices. Shuttleworth thinks that a complete shift in the fashion industry won’t happen overnight; “I believe that any small changes we make will result in a positive impact on the environment, in particular opting for organic and sustainably sourced clothing.”
Instead of pushing for an instant reform in the industry, Shuttleworth believes we should focus on educating our children on the topic and pushing clothing manufactures to make gradual but significant changes over time.As part of this effort, we must take into consideration all aspects of our clothing, “ensuring the fabrics used are sustainably grown, using no harmful chemicals, under fair trade standards.”
Organic choicesSustainability is far from the only consideration in making eco-friendly clothing choices for consumers, who are increasingly looking into the impact of the chemicals used for the growing of the fashion industry’s materials.
Cotton farming is currently responsible for 24% of the world insecticides and 11% of pesticides.This is where the importance of organic, pesticide-free clothing becomes important, vastly reducing the impact that clothing has on wildlife and local habitats where cotton is grown. These clothing options are becoming more and more available, however the increased manufacturing cost, and therefore retail price, of these clothes is currently stopping them from reaching mainstream shoppers. Shuttleworth is hopeful the shift in consumer mindset towards more conscious purchases will start to change this. “Making responsible choices when purchasing clothing not only reduces the impact on the environment in their production but also results in organic and eco-friendly fabrics that are much kinder to skin, a win-win situation,” she says.
Ethics and modern slaveryBesides its detrimental effects on the environment, clothing production is also often linked to dangerous working conditions and low pay; in some cases, modern slavery and child labour are used in the supply chain as part of our ever-increasing demand for cheaper fashion.
In an age of internet shopping and fast fashion, time pressures and cost restrictions are imposed upon all parts of the clothing supply chain, leading to unsafe production processes and workers receiving little to no pay.Consumers are making informed and responsible choices in the clothes they buy and the way they think about fashion. This places the onus on fashion retailers to do the work and be transparent. Choosing brands which are fair trade or undergo thorough third-party inspection across all levels of the supply chain reduces t he risk of supporting poor working conditions in the clothes you buy.
Internet shoppingToday, ordering clothes online is starting to rival in-store purchases, with 64% of women and 56% of men ordering clothes online in 2019 according to the UK’s Office for National Statistics. However, excess packaging and non-recyclable materials in the shipping process contribute hugely to waste and environmental damage. Hugo & Me’s Shuttleworth is leading by example. “As a company, we try our best to make responsible choices when it comes to sustainability, including always working to reduce our use of plastic and mailing all of our online orders out in 100% recyclable packing,” she says.
The hope is to raise consumer awareness and encourage other companies to follow suit; “It is important to highlight this important issue and encourage positive changes.”Setting the standard, increasing consumer awareness and building industry-wide pressure is what’s required to lead to the improvements needed in the postage and packaging process.
Educating our childrenIn moving towards a future with more conscious consumers and responsible practices in the industry, educating our children and leading by example is essential, says Shuttleworth. Bringing children up in a household where sustainable clothing choices are purchased by parents and the ethical side of clothing is discussed is important in moving towards a future where eco-friendly clothing is the norm. As the purchasing power of younger generations grows, and therefore their impact on the economy and the fashion industry increases, which is why she believes children must be shown the importance of making conscientious decisions in regards to the clothes they buy and wear.
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