Everyone may influence the direction of fashion.

The way we live, work, and play has altered since the year 2020. Furthermore, it might be argued that fashion, particularly sustainable fashion, is not only rebounding but also in the midst of a revolution, whereas many global economies and industries are still in the recovery phase.

just how? The Fashion Pact reached 60 CEO brand signatories, each committed to reducing their carbon footprint. The EU Circular Economy Action Plan went into effect. The Global Fashion Agenda (zero carbon industry practices by 2050) gained traction through collaboration with major NGOs. Fashion leaders launched best-practice 2020 initiatives, including carbon labeling in western Europe. Sustainable fashion was given top priority by the World Economic Forum (WEF) at its Sustainable Development Impact Summit in 2021, and major businesses are working with customers, designers, and businesspeople to lessen fashion’s harmful effects on the environment.

Since 2020, some of the major fashion companies in the world have launched circularity initiatives with the support of new C-level sustainability executives. However, with the consumption of clothes expected to rise by 63% by 2030 and consumer spending up 60% since 2000, the current revolution in fashion needs leaders with long-term answers.

So what does the future of the sector look like? According to experts, we may be able to find sustainable answers on our own.

Power to the consumer: Environmental solutions within reach

What if the future of eco-friendly fashion is now practically within reach? The annual CO2 savings by purchasing fewer products, wearing clothing for longer, and washing at lower temperatures may be the same as taking 1.3M automobiles off the road.
Increasing the lifespan of clothing by nine months, in the opinion of Vanessa Butani, vice president of sustainability at Electrolux, a major appliance manufacturer, may cut carbon, waste, and water footprints by 20% to 30%. Butani claimed that the secret to choosing more environmentally friendly design is to “break the pattern” of ingrained tendencies and make tiny behavioral adjustments.

“We know from our research that there is an urgent need to help people understand how best to care for their clothes and encourage as many people as possible to adopt more sustainable laundry practices: To wash less, steam more, wash full loads and at lower temperatures,” she said. “Taking better care of your garments to make your favorites last longer resonates with consumers.”

And it’s not just about consumers – manufacturers have a part to play in encouraging more sustainable practices. “We need to put a lot of effort into encouraging people to step outside of the default laundry practices, which are possibly outdated and not necessarily the most sustainable ones.” Butani said. “What most of us don’t know is that the temperature labels represent the maximum washing temperature, not the recommended one. Washing at lower temperatures will extend the life of your garments, making them feel new and fresh longer. A lower temperature is also better for your electricity bill – going from 40 to 30 degrees celsius can save up to 60% of the energy consumption.”

Additionally, producers may help promote more sustainable practices in addition to customers. We need to make a lot of effort to persuade people to abandon the standard washing procedures, which may be outmoded and aren’t always the most environmentally friendly. Howeverani said. “Most people are unaware that the temperature labels on products only indicate the maximum washing temperature, not the ideal one. Your clothing will last longer and feel more new and fresh if you wash it at lower temps. Lowering the temperature from 40 to 30 degrees Celsius can reduce energy use by up to 60%. This is good for your power cost.”

Clothing care: The impact of innovation

The core of Electrolux is research and development for new product features. “With its “cushion-like” washing machine drum pattern and extremely creative design, our new Treatment Drum offers more kinder fabric care while minimizing the wear and strain on clothing. When a full wash is not necessary, you may freshen your garments using our SteamCare technology, which uses over 96% less water than a full washing cycle. To get rid of plastic fibers, we also have a Microplastic filter.” Butani made known.

Consumers’ early fashion decisions and washing technology both have a part to play in the circular textile economy. There is also growing focus on long-lasting clothing design and production. Here, creative textile utilization also contributes significantly.

A ‘closed-loop’ cycle of textile innovation

According to McKinsey’s State of Fashion Technology Report 2022, there is a need for end-to-end innovation, including “closed-loop textile recycling,” which involves turning old clothes into new ones and repeating the process to spur innovation. Closure-loop textile recycling, as opposed to “open-loop” recycling, in which textiles are recycled into new products that cannot be degraded, reduces environmental effect. According to reports, 60% of fashion executives have already invested in closed-loop recycling or aim to do so by 2023. And given that 87% of textiles are thought to wind up in landfills, the business requires a multidisciplinary, innovative strategy. This is why Electrolux’s collaboration with upcycling fashion brand Rave Review is so important. Together, they have produced a unique capsule collection using clothing from the second-largest market in the world.

Creative partnerships are tackling ‘garment graveyards’

The annual amount of “fast fashion” and textile trash thrown at the Atacama landfill is estimated to be 39,000 tons. Both Electrolux and the Swedish clothing company Rave Review concur that this statistic has to change. Co-founders of Rave Review Josephine Bergqvist and Livia Schück, who have worked with brands like Gucci and Vogue, said: “Atacama, in our opinion, is a result of the textile industry’s failure to acknowledge its overproduction and waste. We view the landfill as a resource rather than a source of garbage.”

To introduce “Break the Pattern,” a line of limited-edition statement items intended to inspire a new generation of upcycling behaviors, Rave Review partnered with Electrolux. “We wish to see improvements in the industry to make better use of waste textiles, and to encourage smaller and more local manufacturing, among other things, throughout the process of upcycling, from sourcing materials to production,” the statement reads. Schück went on. “This would encourage upcycling and remake firms to grow their bottom lines. The Swedish business Electrolux has a reputation for creating high-quality, long-lasting items, which is something Rave Review strives to achieve with our clothing as well.”

The niche that Rave Review has carved itself in high fashion is incredible, said Butani. They share our ideals towards sustainability. According to Rave Review, a lot of sectors need to reform, and different industries may work together to investigate sustainable growth.

Creating change through cross-sector collaboration

While the urgent need for education and cross-sector innovation was discussed at the WEF’s 2021 Meet The Pioneers of Sustainable Fashion debate (September 2021), Electrolux’s own team of “Change Makers”—a group of eight young sustainability advocates, Electrolux experts, and industry influencers—was already exchanging ground-breaking concepts. By listening to the team of Change Makers, Butani hopes that future solutions she develops will be in line with their goals for sustainable living and fashion. She is optimistic that Change Maker workshops will result in new, cross-sector solutions to garment care in 2030 and beyond. “After all, they’re the guardians of the future. We have a lot of existing partnerships in different areas of our business, and we are always looking for partners that share our sustainability vision.” 

Source: Business Insider