This week I was asked about the future of Sustainability in Fashion—an interesting question to contemplate. I was asked in the context of large Fashion Companies and what they can do for a better future. This individual talked a lot about energy emissions, water, recycled materials and other marginal changes in existing practices. As a constant problem-solver, I felt compelled to have an answer—some clever solution for the likes of Inditex and a solution to the relentlessness of fast fashion.
Photo by Olya Harytovich
My self-awareness suddenly kicked in, creating an opportunity to step back and start a new conversation. A conversation which is desperately needed. Something completely new. When we discuss the future of fashion, it cannot be an improvement on the past. No marginal improvements, no hopefulness or small reductions. A completely new conversation for what is possible to create.
So what is the new conversation for the future of fashion? In response to this question, I was in full flow with so many opportunities, possibilities and miracles. Let’s look at a few considerations on this topic.
The business of Fashion is clearly not interested in Sustainability other than box-ticking and making incremental changes. The whole business of Sustainability is seriously bad for business. It makes us look at the entire consumer cycle, the engine that fuels growth and captures us all in a cycle of wanting more of what we really don’t need.
Since the SDG Goals have been created and even more Sustainable awareness is in general conversation, the Brands (both fast fashion and the luxury goods industry) have increased their output. How can the industry be so misaligned? Seriously committing to reduced environmental impact whilst increasing the number of product drops.
How can this possibly impact the Industry with so many conflicting concerns and behaviours?
I contemplated this whilst in an Airport immigration hall filled with travellers of many nationalities. As I looked around, there was something very clear. People are not wearing much Fashion. There are a few commonly worn items, sneakers, jeans or some form of washed cotton pants/shorts, T-shirts and leggings. If we could truly impact those, this would be a game-changer. My challenge to the industry, ourselves, our mills, brands, founders and designers: what can you do to impact those few items? How can we create a circular, innovative, sustainable solution to the most worn fashion pieces?
Photo by Ron Lach
What are your thoughts?
All the best,
Kate
Kate Padget-Koh