Sustainability And Fashion Case Study

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Sustainability and Fashion “Fashion is a form of ugliness so intolerable that we have to alter it every six months” -Oscar Wilde Did you know that manufacturing 1 pair of jeans requires: 3.6 liters of water, 3 kg chemicals, 400 Mega Joules energy and 13 sq. meters of agricultural land!!! The global fashion and apparel industry is a giant with annual turnover of approx. $1.7 trillion and provides employment to approx. 75 million people. With globalization and increasing competition amongst manufacturers, coupled with lower production rates in the developing countries, buying clothes has become way inexpensive than before. Add to it the fiercely growing internet penetration and fast catching up ecommerce industry, clothes are more or …show more content…

Consumer behavior: Merely focusing on material section would help us attain sustainability, we need a more holistic strategy which comprises of not just the way fashion is being created; but the way it is being consumed as well. Using environment-friendly material, using conservational energy sources, community laundry, using waterless washing machines etc. are some of the practices which can be taken up. To conclude, we need to understand the connection between the consumer behavior and ethical fashion; and accordingly, two-way awareness needs to be generated i.e. the consumers should be made aware of their environmental and social responsibility and the manufacturers should be apprised of the value creation through ethical fashion. Dissuading consumers from fast fashion may be difficult, but it’s not impossible and can be achieved by making them realize of their individualistic identity and aligning their fashion sense with their environmental sense. As Elizabeth Wilson has mentioned in her book “Cultural Passions: Fans, Aesthetes and Tarot Readers”, Fashion, the epitome of consumerism, is also its stealthiest

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