Can the Fashion Industry Break Free from Plastic Addiction?

(Source Credits: Plastics For Change)

Going green can’t be a side hustle for fashion anymore. It needs to be at the very core of who they are and what they do. Achieving the goal of reducing environmental impact will require all retailers to think creatively and look for solutions across the value chain, including how products are displayed in stores. 

Clothes and merchandise made from recycled plastic bottles and ocean bound plastic waste is an emerging trend. This approach offers a double benefit: it reduces reliance on virgin plastic (made from petroleum) and gives new life to existing plastic pollution. Considering only 9% of all plastic ever produced has been recycled, this innovation could be a game-changer. Traditionally, synthetic fabrics like polyester come from new plastic. Now, brands are using recycled PET (from plastic bottles) to create clothing. This keeps plastic out of landfills and oceans, while reducing the need for new plastic production.

Ocean bound plastic is emerging solution to the fashion industry’s plastic problem

Every year, the fashion industry consumes a staggering 342 million barrels of oil to produce synthetic fibres like polyester, nylon, and acrylic. This accounts for a significant 1.35% of the world's total oil consumption. Plastic-based materials contribute a massive 73% of microfiber pollution in Arctic waters. Additionally, the plastic packaging used extensively throughout the industry makes up an estimated 26% of all plastic produced each year, with a shocking 72% of that ending up discarded. These numbers paint a clear picture: the fashion industry’s plastic dependence is unsustainable and environmentally destructive.

Here is where ocean bound plastic comes into the picture. By diverting plastic waste from our oceans, brands can reduce the harm caused to marine ecosystems, while also contributing to cleaner coastlines and healthier oceans. Additionally, this approach creates economic opportunities for waste collectors in coastal communities, providing them with stable employment and empowering them to take ownership of environmental conservation efforts.

Green is the New Black: Why Sustainable Brands Will Win?

(Source Credits: Plastics For Change)

The WIRED Surveys showed a growing demand for sustainable fashion. In the UK, a whopping 82% of respondents believe the industry needs plastic alternatives, indicating a strong desire for change. This aligns with the 60% of UK and US respondents who actively seek out eco-friendly brands.  

The fashion industry faces a challenge: shed it’s wasteful reputation and embrace sustainability to win over a new generation of conscious shoppers who see through greenwashing and value brands with genuine environmental commitment.

Also, as per the above survey, 2 out of 3 people say that they’d be willing to pay more for fashion brands that are less harmful to the environment.

Given these consumer conscious shopping behaviours, brands will need to find a way of incorporating alternative sustainable materials and business practices, both seen and unseen, while also keeping the authenticity of their brand intact.

Is ocean-bound plastic recycled polyester just enough?

While there are brands launching lines of clothes made from recycled plastic waste, it doesn’t make them sustainable as they use recycled content of clothing as an excuse to buy more clothes or throw them out sooner, surely nothing more than misleading marketing. 

Recycled materials are a positive step, but they're not the finish line. To truly be sustainable, brands need to consider the entire life cycle of their clothing. This means designing clothes with longevity in mind, using high-quality materials that will last. It also means planning for the end-of-life of these garments. Can they be easily repaired or recycled? The goal is to keep clothing out of landfills altogether.

Transparency is Key: Building Trust with Ethical Practices

Consumers are increasingly concerned about the ethics behind their clothing. For a brand to be truly sustainable, transparency is crucial. This means conducting regular, independent audits of their supply chain to ensure ethical labour practices and responsible sourcing of materials. Certifications like Fair Trade can provide additional assurance that a brand is committed to these principles. 

Ultimately, brands that prioritise both environmental and social responsibility are the ones that will resonate with today’s conscious consumers and thrive in the market.