The time of fast-fashion and the policy of buying “the more - the better, the cheaper - the better” has passed. The world is becoming more conscious and more attentive to how it consumes. Sustainability is a true reflection of the 21st century.
Brands are starting to use fabrics that are recycled or can be recycled. For example, Levi’s has teamed up with Outerknown to make responsible denim products that need less water for their production and that have recyclable buttons, labels and snaps. Reve en Vert - a luxurious sustainable platform, is stocking over 30 brands that respond to the following criteria: organic, remade, local and fair.
Other brands found a more creative way to rise awareness of the importance of “going green”. Vetements, a Swiss clothing and footwear “design collective”, featured stockpile installations of clothes donated by Harrods’ four-thousand employees as well as original Parisian donation bins for charity. “The problem with sustainability today is that people look at it from the wrong perspective. Yes, where you produce and how you produce is super important. But what people are overseeing is something that’s right in front of our eyes: it’s about how much brands produce and how much consumers buy,” Vetements’ CEO Guram Gvasalia said to British Vogue.
No matter what path is chosen, brands understand that the time to change is now. Consumers prefer high quality durable apparel to cheaper clothes, shifting attention from quantity to quality.