I’ve been thinking about the term “sustainable fashion” since I read Vanessa Friedman’s article “Redefining ‘Sustainable Fashion’” in The New York Times. The Enlightened Gentleman, after all, is focused on sustainable fashion for men.
What’s the first thing that comes to mind when you hear “sustainable fashion”?
So, what really is “sustainable fashion”? Better yet, can fashion truly be sustainable? Or is “sustainable fashion” a label that makes us feel better when purchasing clothes?
Read on and become enlightened with me about the complexity and contradiction of the term “sustainable fashion.”
What is “sustainable fashion”?
A quick Google search of “sustainable fashion definition” results in about 45.6 million results. (Don’t worry, I’m not going to go over every result.)
Many of us would probably agree that sustainable fashion is about producing clothing that minimizes negative impacts environmentally and socio-economically. For some, this means buying a t-shirt made from organic cotton instead of conventional cotton. For others, sustainable fashion encompasses the entire lifecycle of all inputs, i.e., a circular economy.
My conclusion is that there isn’t one definitive definition. Fashion brands use this to their advantage. These days, it’s not uncommon for fashion brands, from fast fashion to luxury, to claim they produce sustainable fashion. As a consumer, it’s easy to be swayed by the “organic” and “ethically made” labels, especially when you see a shirt or coat that you’ve just got to have.
All the labels and certifications can make your head spin. (This is one of the drivers that led to the creation of The Enlightened Gent.)
OK, so back to “sustainable fashion.” It’s kind of a catch-all (with good intentions) that can mean different things to different people. The label and certifications make us feel better when buying clothes. But, is it possible for fashion to even be sustainable?
Is “sustainable fashion” an oxymoron?
Vanessa Friedman’s New York Times article gave me food for thought. Perhaps you, like me, just accepted “sustainable fashion” as a catch-all for clothes made in an ethical and eco-friendly way.
In her article, Vanessa Friedman makes the enlightening point that the term “sustainable fashion” comprises two opposing words. On the one hand, the word sustainable is related to continuity. On the flip side, fashion suggests change. It’s no wonder there’s confusion about what sustainable fashion truly is.
So, what is one to do?
3 ways to embrace the concept of sustainable fashion, not the term
I’m an optimist, so I believe fashion can be sustainable. It might take years, but I do think it’s possible. And every stakeholder, from the producer of raw materials to the final consumer, needs to take responsibility.
So, as a consumer, what can you do? Here are 3 ways toward the road to sustainability.
First, don’t buy what you don’t need.
You know how it goes. You see that cool shirt and think, “Yeah, I could use that.” But do you really need another shirt? How many shirts do you own that you rarely wear? Remember that shirt you bought 6 months ago that’s now shoved in the back of your closet?
Before you click the “buy” button or tap your credit card, know what you own. Edit your wardrobe. (That’s where The Enlightened Gent’s Streamlining Sustainably service can help you.) The chances are pretty good that you don’t actually need that shirt.
Second, choose stylish over trendy.
When you do make a purchase, ask yourself, “Will this still look stylish next month? In 6 months? In 5 years?” Remember, trends and fads come and go. Purchase clothing that will last the test of time.
And if you do a wardrobe edit before making a purchase, you’ll be able to select pieces that work well with other pieces in your closet. In other words, create a capsule wardrobe. (Again, The Englightened Gent is here to help.)
Third, just because it’s marketed as sustainable doesn’t mean it is.
So many brands, from fast fashion to luxury fashion, have jumped on the sustainable bandwagon. You walk into your favorite shop and see “100% organic,” “ethically made,” “made from recycled plastic,” and on and on.
It’s overwhelming. It’s no wonder many shoppers let style and labels influence their purchasing decisions. But beware of greenwashing.
You’re probably thinking, “Who has the time to research a brand’s credibility? Anyway, I really want that shirt.” I agree. It is time-consuming to check out what a company is actually doing versus what they want the public to think they are doing.
Not to worry. That’s where The Enlightened Gent can help. We’ll introduce different brands that not only talk the sustainable talk but also walk the sustainable walk.
The bottom line: Don’t get hung up on the terminology
Instead of focusing on the phrase “sustainable fashion,” focus on the idea behind it. Consider how you can be a more conscious consumer. Think about how your shopping decisions can have a more positive impact on people and the environment.
The next time you’re tempted to buy that must-have jacket or shirt, ask yourself:
- Do I have a similar style already hanging in my closet? (If the answer is yes, why do you need this one?)
- Do I truly know the origin story of the garment, from raw materials to the finished product? (If there’s any doubt, are you being influenced by greenwashing?)
- Is this something that’ll still look stylish next year and beyond?
- Can I give this garment a next life or will it just end up in a landfill?
Choose to shop responsibly.
Impactful change is possible if everyone involved, from raw material producers to the final consumer and everyone in between, work collectively.
In case you’re interested in becoming more enlightened
On Blueprint for Living (March 3, 2023), host Jonathan Green interviews Alice Payne, dean of RMIT’s (Royal Melbourne Institute of Technology) School of Fashion and Textiles, and Ken Pucker, global business lecturer at Tufts University and former chief operating officer at Timberland.
The two guests discuss the challenges of sustainability in the fashion industry as well as ways to make meaningful change through collective action and legislation.
If you have the time, it’s worth a listen.