Sustainability

What Sustainability Means

Sustainability means looking after the environment, so it is protected for the future. This includes caring for animals, plants, and natural resources. It is the ability to maintain or support a process continuously over time, so resources do not deplete. It is also meeting the needs of the present without compromising the ability for the future generations to meet their future needs.

Fast Fashion and Its Impact

Fast fashion is the mass production of clothes that represent the latest trends at high speeds and low costs to maximise profits. These garments usually move form design stores to cheap online markets in as little as 10 to 15 days. Brands often release many limited items throughout the year to keep people continuously buying. These items are made for cheap materials like polyester and designed for limited use before people must dispose of them. Fast fashion affects the planet, economy and people’s social wellbeing. The fast fashion industry is responsible for up to 8-10% carbon emissions, which is apparently emissions than all internation and marine time shipping combined. The production of clothes consumes massive amounts of water; a single cotton T-shirt take approximately 2,700 Liters of water! Looking at the pollution aspects of things roughly 500,00 tonnes of microplastics is released from washing synthetic fabrics and the dyeing of this fabric is the world’s second largest polluter of clean water. Approximately one garbage truck worth of clothing is landfilled or incinerated every second. To maintain these low prices production is sourced to countries with weaker labour laws, leading to child labour, forced labour, poverty wages and/or unsafe conditions. The estimated economical loss in material value in is industry is estimated to be $100 billion.

How Our Brand Is Sustainable

My brand is sustainable because it will use naturally compostable materials such as recycled cotton and sheep wool. In case my clothing needs to materials like polyester or nylon (some people may have allergies to the natural materials), we will recycle this 100%. Our brand will keep a low limited stock but will still make enough so it does not grab the attention of fast fashion brands (Temu and Shein), to replicate us. The prices will also be in a reasonable range (e.g. t-shirts cost $80). New production will occur seasonally, encouraging consumers to buy fewer higher quality pieces and prioritising ethical manufacturing. Designing the garments for longevity, repair and recycling when the piece is no longer wearable nor repairable so it could be made into new textiles.