Sustainable consumer habits have taken on a lot of meaning over the years. The main driving forces include the realization of environmentally damaging practices, and a strong desire to make environmentally friendly choices. Furthermore, millennial and Gen Z consumers have taken over sustainable mode moving forward by becoming ecologically conscious. The new generation is looking for a fashion that is sustainable, fair and circular without limiting preferences to the latest trends. Sustainable and responsible consumers encourage brands to show transparency and continuity in their supply chain. As customers become more aware of the impact of their buying brands on Earth, brands are accelerating their efforts to attract a growing and evolving market.
Meanwhile, retailers around the world understand the flip side of fast fashion and are moving towards sustainability as they begin to realize that the hazardous chemicals and plastic waste generated due to the increased use of polyester and other raw materials are not biodegradable.
“A number of local brands are investing in sustainable collections and several international fashion houses are launching ‘green’ collections as part of their product offerings,” explained Charath Narsimhan, Managing director, Indian Terrain Fashions Limited.
“We are all aware of the bad impact textiles and fashion have on the planet. As a responsible business and professional, the industry is expected to solve this big problem, ”he added Srivastava Arpit – Country Manager of Marketing and Branding, South Asia & Thailand in Lenzing Group.
Fast Required: Slow Mode
Slow clothing represents quality and longevity and nothing is better than quality when it comes to judging a product. Be it raw materials like fibers and dyes for fair treatment of human resources, slow mode is synonymous with ensuring the best of all the elements involved in the manufacture of the product. At the same time, the final product has a longer shelf life in the wardrobe. It is part of a larger solution where the aim is to reduce the waste and exploitation of resources which makes the concept of slow mode so significant.
“We, as buyers, are not very aware of our buying patterns in the fashion flow. We are taking part in a tornado of ever-changing trends and need to stay updated and relevant, but at what cost? Fast fashion supports the glamor and glamor of the fashion industry, encouraging ever-changing trends, clothes that don’t last more than five to seven washes but are instead designed to give us a sense of confidence. Unfortunately, all of this is costly to the environment, as fast fashion retailers use non-biodegradable materials in their endless collections and deplete Earth’s resources for every garment placed on those fast-selling shelves in an attempt to cut. costs and strive to skyrocket profits. Our production process has increased 200-fold in the past 15-16 years, and consumers should pause and assess whether the implications of their buying habits are worth it. The idea that needs to be popularized among our consumers, regardless of age group, is Buy Less and Buy Smart because every purchase matters, and every product counts, “explained Varun bansal, Founding father, Vrone.
Working Towards a Sustainable Future
|Indian terrain||“Reaffirming Indian Terrain’s 20-year commitment to offering best-in-class quality products to customers and echoing the nation’s call to create a strong national brand, we have joined forces with Fairtrade India to create an exclusive sustainable fashion line that protects the environment and empowers Gujarat’s farmers’ Fairtrade. The Fairtrade Indian Terrain capsule collection provides consumers in India with more Fairtrade fashion choices and also makes them aware about the farmers and workers behind their daily choices.
Going forward, we aim to produce more than 50 percent of our entire portfolio from sustainable sources such as Fairtrade cotton, recycled cotton, recycled polyester, and organic and natural fibers such as bamboo, hemp, which are consciously sourced and sustainably for three years. forward. We will work with certified suppliers and highlight the traceability of the raw materials used, to ensure supply chain partners are aligned with our goals. We will also expand our sustainability initiatives to other processes through biodegradable packaging and product circularity.
We started our sustainable journey in 2019 by launching our exclusive Earth Khaki product line, which was launched as part of the SS20 collection. The entire collection is colored with natural pigments, ”he explained Charath Narsimhan, Managing Director, Indian Terrain Fashions Limited.
|“TENCEL ™ and ECOVERO ™ fibers are some of the best fiber brands currently available on the market in terms of sustainability. It has been the reason for our global success. The focus starts from the very beginning – the search for raw materials. The wood used for Lenzing’s fibers comes from sustainably managed forests that are FSC and PEFC certified. This ensures that no endangered forests are destroyed. The production process for our different fibers is extraordinary.
TENCEL ™ lyocell fibers are known for their environmentally responsible closed loop manufacturing process. ECOVERO ™ fibers are produced with 50 percent less impact on water and energy compared to conventional viscose.
All of our fibers are further certified as biodegradable in soil, compost and marine environments. This fiber has one of the lowest ratings on the HIGGS Material Index – the lower the ranking the better the product. Focus from sourcing of raw materials to disposal – all of which have the least environmental impact, “he said Arpit Srivastava – Country, South Asia & Thailand Marketing and Branding Manager at Lenzing Group.
|Vrone||“At Vrone, we have promised not to use polyester or non-biodegradable materials in our collections, and also, we have stopped using plastic in any form. We will also be launching seasonal collections with limited and exclusive cuts. It also shortens our agenda of ‘buy less’ and will ultimately reduce waste due to the use of sturdy fabrics in the production process.
Apart from an environmentally conscious approach, we also want to work to be socially conscious in our production stream. Less environmental pollution leads to cleaner and safer societies for individuals to live in. In times of a severe pandemic, and even moving forward, we will work to provide the dressmakers with the importance and security they deserve, along with the recognition they deserve.
We envision the use of sustainable fabrics in every genre of the fashion business to be commonplace and not an option for retailers. “said Varun Bansal, Founder, Vrone.
Sustainability practices should not be limited to the final product but must also be followed for procurement and manufacturing processes. Brands can encourage consumers to be part of the sustainability movement through their product offerings, use of non-polluting raw materials, zero waste production facilities, and transparency in procurement and manufacturing processes. Furthermore, with broad support for the Vocal for Local campaign, brands have the opportunity to work towards developing local craftsmen and communities by collaborating with them for sustainable collections.
“Educate customers on the point that sustainability is about a better product in the end. The fashion supply chain has been built on the back of the cheapest price, which has resulted in many shortcuts throughout the chain. This most often leads to substandard products. Embracing sustainability gives us the opportunity to refine that approach and ensure that customers receive the best products for their hard-earned money, ”said Narsimhan.
“While aesthetics and performance have become common themes for most consumer engagement activities, this needs to be extended to topics that include sustainability. Engagement needs to be supported by consumer education on this topic. The impact of fashion and its potential to make a difference needs to be actively carried over to consumers, ”added Srivastava.
Making Sustainable Clothing Cost Effective
|Charath Narsimhan, Managing Director, Indian Terrain Fashions Limited
|“Use technologies like 3D sampling & biological textiles”.
|Arpit Srivastava – Country Manager of Marketing and Branding, South Asia & Thailand at Lenzing Group
|“We offer superior products at competitive prices making it easier for brands to incorporate this into their core product line. The continued strengthening of local supply chain partnerships in different regions is a key driver of growth in this direction. Our goal remains to make sustainable fashion accessible. “
|Varun Bansal, Founder, Vrone||“Eco-friendly fabrics are expensive when compared to other non-biodegradable fabrics, and as such, our main focus at this stage is to promote consumers to buy less and buy smart. Cost effectiveness plays a second priority, which we have tried to incorporate into our operations.
We want our consumers to try and limit their consumption and use every item they buy and not buy more and gradually not get hooked on this Fast Fashion funnel. “
How Bright Is The Future?
There has been a growing awareness and preference among consumers for sustainable offerings over the years. Consumers are very concerned about what they consume and how it affects the planet and people. The current pandemic has made people look within their own life choices and in a way accelerated this awareness and trend towards sustainable products. Buyers actively seek out information about sustainable options before making a purchase decision. This has driven brands to accelerate their efforts to attract this growing and emerging market, thereby bringing sustainability to the forefront and center of the way they conduct and operate their business.
“As more and more brands integrate sustainable products into their offerings, this trend will remain. Brands also work on this as a bigger part of their business goals. They are actively and permanently turning to sustainable raw materials and processes, ”added Srivastava.
“In the future, consumers will have a higher demand for sustainable products with minimum breakdowns and social implications. Therefore, the new era of consumerism is aware that it demands an increasingly environmentally and socially friendly approach, ”Bansal concluded.
With input from Charu Lamba