Sustainable fashion: why it matters

Selection of ecological and natural materials, production with the lowest possible environmental impact, technologies that support consumer choices. sustainable fashion, a concept closely linked to ethics and environmental responsibility, is gaining ground in all areas of Made in Italy fashion. But what do we mean by sustainable fashion? What are its most important advantages? And where is it best to buy its garments? To answer these questions, we must start from the assumption that there is a part of the fashion world that aims to establish a virtuous relationship with the environment, without depriving customers of elegant and trendy products fashion.

WHY SUSTAINABLE FASHION IS IMPORTANT

We know well that among the industries with the greatest environmental impact, fashion is at the top of the list. This is why it is right that major brands, as well as smaller ones, are increasingly choosing to reverse course and undertake a virtuous and green path. Certain elements that are most capable of causing harm, both to the environment and to man himself, are slowly being put aside: the reference is first and foremost to dyes and other chemicals used for fabric treatment. Greenpeace, moreover, in a famous campaign, noted the existence of at least 11 harmful substances that ended up – coming from the textile or fashion industries – in water. negative consequences They are also harmful to humans, as these substances end up accumulating on fabrics and damaging the body. To make the sustainability of fabrics evident, major brands have started to make them transparent procedures (therefore excluding materials containing toxic substances). Women's fashion in particular, always at the center of revolutions and evolutions but also updates, interprets this desire to be respectful of the environment to the fullest.

WHICH ARE THE MOST SUSTAINABLE BRANDS?

Today there are many brands that can be defined as completely sustainable and for those that are not yet 100% virtuous there is always a growing awareness The fact that the virtuous product is now the most sought after by consumers. Indeed, they make thoughtful and common-sense choices. This process began in the 1990s: companies slowly began to adapt, initially with considerable mistrust. Today, therefore, it is possible to find on the market fashionable and trendy items but with an environmentalist soul and respectful of human beings. Major fashion brands, such as Stella McCartney, have chosen to associate their names with this quintessential green and fashion trend (while also eliminating all animal-derived products from their lines).

WHERE TO BUY SUSTAINABLE FASHION

With the advent of new technologies and the widespread diffusion of new production processes will always bring new advantages for the fashion industry and for consumers. Less polluting and longer-lasting materials will be produced, while the related production processes will be much more efficient (costs will be reduced and environmental protection will be improved). In this sense, we can speak of Industry 4.0, while sustainable fashion fits perfectly into the broader concept of society of the futureAll attention is now focused on people's well-being, which can be achieved by developing a perfect ecosystem where innovation and new technologies are at the forefront in terms of importance and across the board. As for retail outlets, technology is once again the key factor. The best capital The sustainable fashion system can be found on websites, platforms, and marketplaces: all online. This allows you to browse the various product catalogs, view photos of each item, and then proceed to purchase. The five most popular sites for sustainable fashion are: Talia Collective, Reve En Verte, SlowCo, LVR Sustainable, and The Conscious Edit by Browns. Sustainable fashion, as we've seen, affects the entire fashion system. Made in ItalyFrom production to consumption, from the choice of materials to the ways in which garments are distributed for sale. And its impacts are far-reaching: social, environmental, and economic.

But what are the most important benefits of sustainable fashion, specifically? Here are the top three.

• The lowest environmental impact. When we look at some images of how high-end garments are produced, even for very famous brands, in factories in Asia, for example, we get a sense of how this sector still makes a significant contribution to pollution. Sustainable fashion eliminates sources of pollution, including through the use of non-toxic equipment and materials; it complies with the most advanced environmental regulations, and where they don't exist, it applies them equally; it doesn't waste natural substances, like water. And above all, it protects the health of people and all employees involved in the production cycle.
• The best working conditions. In some clothing factories, especially in the textile industry, it feels like we're still in the era of the first industrial revolution. Exhausting work shifts, unrecognized and unpaid overtime, the use and abuse of child labor, and starvation wages. Sustainable fashion cannot exist if workers' conditions are unacceptable, and not just legally. Work must be recognized, fairly compensated, and respected everywhere and in every way.
• Technological innovation. Everything is moving in the fashion system, from a technological standpoint. And new discoveries must be directed at increasing corporate sustainability. This applies to material innovation, focusing on increasingly natural products with fewer chemicals. In production systems, where the human touch remains essential, and machines can help improve the work environment and business performance. In retail, technology supports consumers, who have greater choice (taking advantage of competition between real and virtual stores) and perhaps even better prices.

Sign up for our newsletter to stay up-to-date. Click here!

SUSTAINABLE CLOTHING FROM COATS TO UNDERWEAR

Eco-Friendly Designers: 10 Success Stories

VIRTUOUS STORIES OF SUSTAINABLE FASHION:

• Al Revés Social Tailoring: In Palermo, fabrics and people find new opportunities.
• Sneakers made from chewing gum waste. They're produced in the Netherlands (photos and video)
• SiTenne: the vintage shop where everything can be revisited and loved again (photo)