“Environmental Protection”-New Trend of Fashion Brands
“Environmental Protection”-New Trend of Fashion Brands. “Used vintage clothes for sale transformation” practically turns into a cliche for the fashion industry. Back in the 1990s and even earlier, some brands have carried out relevant practices.
By the end of the 1990s, a brand named 20471120 launched a project focusing on recycling and redesigning used clothes. It is regarded as a pioneer in the field of sustainable development of the contemporary era.
In 2006, brand designer Masahiro Nakagawa recycled women-used clothes from eight countries and created a set of experimental works named “RicoCureur.” Every dog has its day. This happens in the fashion industry too. In recent years, “environmental protection” has become a popular topic. More and more fashion brands are rethinking how to re-utilize used clothes.
One way to recycle used clothes is secondary creation to resell them.
“Environmental Protection”-New Trend of Fashion Brands。 The “ManicSoulMachine” series of the newly emerging designer brand MarineSerre creates unique skirts redesigning old silk scarves. The motivation of Priya Ahluwalia, the designer of Asian designer brand Ahluwalia Studio, comes from thinking about used clothes, “Donating discarded clothes is actually doing charity?”
In her father’s hometown of Nigeria, Only 20% of thousands of donations can be used reasonably. The remaining 80% can only be piled on the ground, causing harm to the environment. So the designer collected second-hand clothes and fabrics and turned them into brand new products adding London, African and Indian elements, such as some popular colorful, fashionable Freitag bags everywhere on the streets.
Besides highlighting lifestyle and personality, the most prominent label of these products is actually “environmental protection.” The brands will recycle materials such as truck canvas and car seat belts into bags with different patterns. These bags are waterproof and durable and can be recycled again.
Another use of” used clothes” by fashion brands is to make the best use of the brand’s own inventory.
For example, Petite, the cutest product line of Hermès, uses materials that are not used and discarded in the production process to create exciting and creative works. The style is cute and approachable. Berlin’s new designer brand GmbH used the inventory of the previous seasons to make new season clothing.
Is the fast fashion crowd talking about environmental protection to highlight their individuality?
Environmental protection has become a new trend. It naturally arouses positive attention and discussion. Unfortunately, it has inevitably become a new marketing method for some brands. The fast-fashion brand is the first to bear the brunt. Public doubt that fast fashion is not environmentally friendly. The major fast fashion brands begin to march into the environmental protection field to correct this misunderstanding.
In 2016, ZARA launched the sustainable series JoinLife. In 2017, ZARA cooperated with cutting-edge designers from European design schools. It started the “ShapeTheInvisible” project, which completed 60 used clothes transformations within 3 months.
H&M is even more aggressive in this field. Since the beginning of 2013, H&M has launched used clothing recycling projects in many markets worldwide. It has continued and launched an environmentally conscious action series that uses waste materials such as plastic to make clothes.
However, the environmental protection measures of the fast-fashion people only cure the symptoms, not the root cause. They are more like a hypocritical public show.
Fast fashion（New Trend of Fashion Brands）
Fast fashion is the culprit of excessive consumption culture: the sharp increase in clothing production, lower waste costs, new 1-2 weeks business model, and faster clothing elimination frequency completely change people’s consumption habits. In addition, fast fashion uses cheap labor to continuously produce many new products in the shortest time at the lowest cost. This approach itself runs counter to the concept of environmental protection and restraint.
H&M presents a 15% discount coupon to consumers participating in the event during the recycling process of used clothes.They can fulfill the mentality of contributing to environmental protection while encouraging you to consume more. They use free used clothes materials to make more clothes, and at the same time, shape the brand’s environmental protection attitude.
what can we do about it?（New Trend of Fashion Brands）
As ordinary people, what can we do about it? Vivienne Westwood, committed to environmental protection, has repeatedly warned global ecological issues through brand advertisements. She proposed a more rational view of consumption: buy less, buy better, and wear longer.
It’s not said that we have to consume more expensive brands, but can we change consumer behavior from the root? I choose to buy a few clothes with more durable quality and better taste than cheaper clothes that will idle soon. Buying is undoubtedly a personal choice. No one else can morally condemn it.
But when you come to realize that the impact of mindless consumption is often more severe than you think. Before the next shopping, you may ask yourself: do I really need it?
New Trend of Fashion Brands. In addition, they are keen to follow the trend and change clothes quickly. This has led to a large accumulation of used clothes in China. How to solve old clothes has become some people’s anxiety. Borrowing foreign precedents, some merchants have discovered business opportunities, that is, re-export of used clothes, and wholesale branded clothing suppliers. These used clothes company (Hissen, Zagumi, etc.) have a complete and professional sorting system.