Fashion Brands and Consumers Approach Towards Sustainable Fashion
‘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.
KeywordsSustainable fashion Eco-friendly Up-cycling Post-consumer wastes Bio-degradable Slow fashion Circular economy
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