Advertisement

Fashion Brands and Consumers Approach Towards Sustainable Fashion

  • Asimananda KhandualEmail author
  • Swikruti Pradhan
Chapter
Part of the Textile Science and Clothing Technology book series (TSCT)

Abstract

‘Sustainable fashion’ is one of the most widely used terms in the fashion industry today. It is not only about the trend of socially responsible brands with eco-friendly products or coming up with some regulatory policies but also for catering to upcoming demands of conscious consumers to adopt sustainable fashion. Consumers have evolved over the ages and have become educated about the materials and manufacturing process, which results in their growing interest to make socially responsible choices while updating their wardrobes with a value tag. In fact, International brands like Patagonia, People Tree, H&M, Thought, Indigenous, Rent the Runway, Stella McCartney have become more focused to approach fashion in as ethical and transparent manner as possible considering both environment and customers. Emerging slow fashion brands like 11.11, [Ka] [Sha], Doodlage, Raw Mango, Bodice, Rustic Hue etc. are dedicated to design and offer clothing made using fair and ethical means such as providing safe working conditions to the factory workers, working with handloom weavers and artisans to create handcrafted products, sourcing organic or recycled raw materials and up-cycling post-production and post-consumer wastes. The gradual shift from fast fashion to a sustainable and socially responsible fashion is clearly visible around the globe. Both new and old fashion brands, are undergoing transformation day by day with new business models, new age fashion labels and supply chain practices to address the awareness and demand for sustainable clothing. This chapter discusses on the forms of sustainable fashion, sustainable fashion brands strategies, consumer transparency and the driving forces and scopes; how fashion brands and consumers are advancing towards sustainable fashion.

Keywords

Sustainable fashion Eco-friendly Up-cycling Post-consumer wastes Bio-degradable Slow fashion Circular economy 

References

  1. 10 Hot Stories, no-7. (2018). Is high street sustainability an oxymoron, Grazia, TOI, 10(12), 54–54.Google Scholar
  2. Barik, S., Khandual, A., Behera, L., Badamali, S. K., & Luximon, A. (2017). Nano-Mg–Al-layered double hydroxide application to cotton for enhancing mechanical, UV protection and flame retardancy at low cytotoxicity level. Cellulose, 24(2), 1107–1120.CrossRefGoogle Scholar
  3. Cataldi, C., Dickson, M., & Grover, C. (2010). Slow fashion: Tailoring a strategic approach towards sustainability.Google Scholar
  4. Dahlbo, H., Aalto, K., Eskelinen, H., & Salmenperä, H. (2017). Increasing textile circulation—Consequences and requirements. Sustainable Production and Consumption, 9, 44–57.CrossRefGoogle Scholar
  5. Feel-Good Fashion. (2018, April 1). Times Life, TOI, Nupur Amarnath, 1–4.Google Scholar
  6. Gwilt, A., & Rissanen, T. (2012). Shaping sustainable fashion: Changing the way we make and use clothes. Abingdon: Routledge.Google Scholar
  7. http://www.rawmango.in/collections/. Accessed on 10 April 2018.
  8. https://svala.co/pages/about-us. Accessed on 10 April 2018.
  9. https://abury.net/. Accessed on 14 April 2018.
  10. https://www.doodlage.in/ourstory/. Accessed on 7 April 2018.
  11. https://www.aeonrow.com/. Accessed on 9 April 2018.
  12. http://thewallartmag.com/design-supplement. (Jyotsna Sharma, July 26, 2017). Accessed on 14 April 2018.
  13. https://www.thecut.com/2018/02/emma-Watson-guest-edits-vogue-australias-march-issue.html. Sarah spellings (The Cut; February 19, 2018). Accessed on 13 April 2018.
  14. https://www.theguardian.com/fashion/2018/mar/05/ethical-fashion-stella-mccartney-paris-fashion-week Hannah Marriott, 5 March 2018 14.43 GMT. Accessed on 9 April 2018.
  15. https://www.thebetterindia.com/88846/india-sustainable-fashion/. Sohini Dey, February 24, 2017, 6.45 PM. Accessed on 10 April 2018.
  16. Jena, B., Das, B. P., Khandual, A., Sahu, S., & Behera, L. (2015). Ecofriendly processing of textiles. Materials Today: Proceedings, 2(4–5), 1776–1791.CrossRefGoogle Scholar
  17. Khawani, M. P., & Khatwani, P. A. (2017) Indian textiles: Its sustainability and global sourcing. International Journal of Recent Innovation in Engineering and Research 2(7), 26–29.Google Scholar
  18. Khandual, A. (2016). Green flame retardants for textiles. In Green fashion (pp. 171–227). Singapore: Springer.CrossRefGoogle Scholar
  19. Khandual, A., & Sahu, S. (2016). Sabai grass: Possibility of becoming a potential textile. In Sustainable fibres for fashion industry (pp. 45–60). Singapore: Springer.CrossRefGoogle Scholar
  20. Khandual, A., Luximon, A., Sachdeva, A., Rout, N., & Sahoo, P. K. (2015). Enhancement of functional properties of cotton by conventional dyeing with TiO2 nanoparticles. Materials Today: Proceedings, 2(4–5), 3674–3683.CrossRefGoogle Scholar
  21. Lang, C., & Armstrong, C. M. J. (2018). Collaborative consumption: The influence of fashion leadership, need for uniqueness, and materialism on female consumers’ adoption of clothing renting and swapping. Sustainable Production and Consumption, 13, 37–47.CrossRefGoogle Scholar
  22. Mahajan, S. (2012). Sustainability of green fashion. In International conference: Textiles and fashion 2012 (pp. 1–11).Google Scholar
  23. McNeill, L., & Moore, R. (2015). Sustainable fashion consumption and the fast fashion conundrum: fashionable consumers and attitudes to sustainability in clothing choice. International Journal of Consumer Studies, 39(3), 212–222.CrossRefGoogle Scholar
  24. Muthu, S. S., Li, Y., Hu, J. Y., & Mok, P. Y. (2012a). Quantification of environmental impact and ecological sustainability for textile fibres. Ecological Indicators, 13(1), 66–74.CrossRefGoogle Scholar
  25. Muthu, S. S., Li, Y., Hu, J. Y., & Ze, L. (2012b). Carbon footprint reduction in the textile process chain: recycling of textile materials. Fibers and Polymers, 13(8), 1065–1070.CrossRefGoogle Scholar
  26. Niinimäki, K. (2010). Eco-clothing, consumer identity, and ideology. Sustainable Development, 18(3), 150–162.CrossRefGoogle Scholar
  27. Shen, B. (2014). Sustainable fashion supply chain: Lessons from H&M. Sustainability, 6(9), 6236–6249.CrossRefGoogle Scholar
  28. Shen, B., Wang, Y., Lo, C. K., & Shum, M. (2012). The impact of ethical fashion on consumer purchase behavior. Journal of Fashion Marketing and Management: An International Journal, 16(2), 234–245.CrossRefGoogle Scholar
  29. Vuruskan, A., & Frohlich, J (2012). Alternative marketing strategies in commercial eco fashion. pp.126–130. http://dergipark.gov.tr/download/article-file/275396.
  30. Yang Qin, M. (2014). Global fibres overview. Synthetic Fibres Raw Materials Committee Meeting at APIC 2014. Pattaya, 16 May 2014. http://www.orbichem.com/userfiles/APIC%202014/APIC2014_Yang_Qin.pdf.

Copyright information

© Springer Nature Singapore Pte Ltd. 2019

Authors and Affiliations

  1. 1.Textile EngineeringCollege of Engineering & Technology (CET)BhubaneswarIndia
  2. 2.Rustic HueBhubaneswarIndia

Personalised recommendations