"Consumers across the globe are raising their voice against the inaction of brands and governments on climate change. Protest of young consumers, led by teen activists like Greta Thunberg, is compelling companies to embrace sustainability. Various clothing brands are adopting sustainability by using eco-friendly fabrics like organic cotton. They are also reusing previous collections, abolishing the use of animal fur and sourcing their clothes more ethically."

Consumers across the globe are raising their voice against the inaction of brands and governments on climate change. Protest of young consumers, led by teen activists like Greta Thunberg, is compelling companies to embrace sustainability. Various clothing brands are adopting sustainability by using eco-friendly fabrics like organic cotton. They are also reusing previous collections, abolishing the use of animal fur and sourcing their clothes more ethically.

Riding the green wave

Catwalks at fashion events across the world are going green. The recent Milan Fashion Show showcased the Spring/Summer 2020 collection of United Colors of Benetton based on the theme of sea, water and sailing. Popeye the Sailor Man served as the “green” ambassador of this collection. The collection also showcased a trench coat made of paper and recycled fibers besides talking about the non-toxic natural dyes it uses.

Measurement company Nielsen is also riding the green wave with its sales of sustainable products growing by 20 per cent since 2014. For other apparel retailers such as Marks & Spencers sustainability has become the new style statement. The brand has been using Tencel fibers for its various categories like denims, tops and innerwear. These fibers are naturally wrinkle-resistant and biodegradable. They are also softer than silk, more absorbent than cotton and cooler than linen.

Closer home W, the women’s apparel brand recently launched its spring summer collection in association with Livaeco, the fashion fabric brand of the Aditya Birla group. The brand believes that this association can play a great role in contributing towards a sustainable future and help the brand to convert its goals to sustainable results. The brand has also tailored the ‘Yolo Dress’ which uses fibers that reduce carbon footprint.

Another brand that has adopted a sustainable approach to fashion is Numero Uno. The brand recently launched a new denim range known as ‘one glass water denims.’ These denims use a sustainable washing and finishing process that reduce their water and chemical consumption significantly. Narinder Singh, CMD, Numero Uno believes this process will help in reducing its reducing he harmful impact of the collection on the environment.

Meanwhile land filling culture is changing as consumers across the world now prefer to repair their damaged clothes instead of throwing them away. This shift is leading brands to respond accordingly. Marks & Spencer initiated a yearly clothes exchange program that urges customers to return their old apparel. For their every return, customers get Rs 600 voucher which they can be use for their next purchase.

Rewards for embracing sustainability

Brands are also rewarding consumers for their sustainable behaviors. Liva, from the house of Aditya Birla, has launched plantable green tag to instill awareness amongst its consumers about sustainable fashion. This tag is created using seed paper made from recycled biodegradable fibres. Post soaking in water for 5-6 hours, it can be sowed in soil.

South Korean cosmetics brand Innisfree has launched an eco-handkerchief to curtail the use tissues. This will help the brand save trees, protect forests and reduce global warming. Cosmetics retailer Kielh’s has launched a ‘recycle and get rewarded’ program which offers a stamp with each of its products. A customer who collects 10 stamps is rewarded by the brand.