Colorant Indigo Fitted Cap

Sustainable Fashion History

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Article by Kartikeya Semwal- Fashion and Lifestyle Expert
Sustainable Fashion is a new trend that is progressing ahead at a good pace. It’s aim is to design and make clothes in a sustainable way & with a similar mind-set. It also focuses on impact of humans on our environment & taking social responsibility through fashion, in preserving it. It addresses the whole world of fashion. Sustainable Fashion keeps in mind all designers, manufacturers, users (models & general public) and the future human generation. It’s advantage is at replacing different types of fibres with more eco-friendly fibres to reduce harmful environmental effects. Sometimes, it is also referred to as ‘eco-fashion’.
Colorant Essential Indigo Jumpsuit
Colorant Essential Indigo Jumpsuit

It all started with the Rio Earth Summit’s “green issues” in which publications about well-known companies such as ‘Patagonia’ and ‘ESPRIT’ were printed, who introduced environmental concerns in their textile-businesses in 1980s. These companies’ owners Yvon Chouinard (Patagonia) and Doug Tompkins witnessed that the environment was being harmed badly due to heavy production and over consumption of clothes and other related goods by consumers/people. It was then that they decided to do research on “impact of fibres used by their companies for making fashionable clothes of latest trends. The research proved to be successful and ‘Patagonia’ decided to carry out a life-cycle assessment for 4 fibres namely- wool, cotton, polyester and nylon. While ‘ESPRIT’ focused on finding a better alternative to cotton, which formed the backbone of their garments business with a lion’s share of 90%.

Even after 35 years, the focus on ‘use of materials & their impact on the environment’ is still the same. This is also the norm for sustainable fashion in today’s world, which now is catching up in the fashion industry. Throughout 1990s & 2000s, practise of sustainable fashion broadened and today, it includes many famous brands of UK, Europe and US. Many fashion companies and brands carry out ad-campaigns and messages for general public in their clothes, to not over-buy and over-use clothes. These messages and ads (advertisements) urge people to buy only as much, as is needed and not more. They appeal to audience to act sensibly and buy sustainably to reduce harm to the environment.

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