Sustainable Fashion History
Sustainable Fashion is a new trend that is progressing ahead at a good pace. Its aim is to design and make clothes in a sustainable way & with a similar mindset. It also focuses on the human impact on our environment and taking social responsibility through fashion, in preserving it. It addresses the whole fashion world.
Sustainable Fashion keeps in mind all designers, manufacturers, users (models & general public) and the future human generation. Its main focus is putting emphasis on replacing different types of fibers with more eco-friendly ones, to reduce harmful environmental effects. Sometimes it is also referred to as ‘eco-fashion’.
It all started with the Rio Earth Summit’s “Green Issues”.
They printed publications about well-known companies, such as Patagonia and ESPRIT, who introduced environmental concerns in their textile-businesses in the 1980s. These companies’ owners Yvon Chouinard (Patagonia) and Doug Tompkins witnessed, that the environment was being harmed badly. Mainly due to heavy production and over-consumption of clothes and other related goods. They decided to do research on the impact of fibers. The research proved to be successful and Patagonia decided to carry out a life-cycle assessment for 4 fibers: wool, cotton, polyester and nylon. ESPRIT focused on finding a better alternative to cotton, which formed 90% of their garments.
Even after 35 years, the focus is still the same.
The focus, ‘use of materials and their impact on the environment’ is also the norm for sustainable fashion in today’s world, which now is catching up in the fashion industry. Throughout the 1990s & 2000s, the practice of sustainable fashion broadened. Today it includes many famous brands of UK, Europe and the US. Many fashion companies and brands carry out ad-campaigns and messages for the general public – to not over-buy clothes. These messages and advertisements urge people to buy only as much as needed. They appeal to the audience to act sensibly and buy sustainably to reduce harm to the environment.