Sustainable Fashion | Clothing Made in England By Paul Brown
Sustainable Fashion
Fashion is defined as is a style of clothing or a way of behaving that is popular at a particular time.This very definition of fashion dictates that it is constantly changing putting pressure on supplies and longevity of garments it results in an insatiable and unnecessary consumption of material energy and supply. 92 million tonnes of textiles waste is created each year and is equivalent to a rubbish truck full of clothes entering landfill sites every second. In this respect linking the two words Sustainable and fashion makes no sense, yet the term is now ubiquitous and is interpreted in a multitude of different ways. The problems are self evident in that single use garments often made of non biodegradable materials are purchased in eye watering numbers. Online returns run at around thirty percent and overall the industry is responsible for a significant percentage of global greenhouse gas emissions every year. Addressing the issue needs a complete re think of lifestyle and clothing purchasing patterns, and the solutions are difficult, complex and sometimes involve contrary considerations. To make matters worse as consumers become aware, less reputable brands are making vague and misleading statements on sustainability just to appease their customers. However it is clear that something must be done and on a scale that makes a difference urgently. There are several genuine aspects to consider and these are mentioned below.
Sustainable Materials
Understanding the impact of materials is vital when it comes to making more sustainable purchases. Generally it is best to avoid synthetic fibres as they are fossil fuel derived and do not biodegrade. Natural materials such as cotton or linen have a better profile but from within these two groups there are a range of different processing and treatment methods that should be considered if alternatives are available. Organic cotton for example uses less water in production and fewer chemicals.
Buy Better Clothing that Lasts
VIEW | Create Your Own Trousers for the perfect fit
Field Jacket Made in England
Single use fashion driven clothing is a major contributor to the problem of waste. Buying better made and more classic garments is a step in the right direction. Slow fashion is better than fast fashion! There should be no stigma attached to wearing clothing many times and if they are well made they will stand the test of time and prove a sensible investment despite the inevitable higher price that you pay initially.
Looking After your Clothing
Extending the life of your clothes is also important. Take good care of your garments, don't over wash them and repair them if possible. The key here is to keep them out of landfill as long as possible.
Size and Sustainable Fashion
Whilst the negative impact of fashion is now being understood by a wider audience thanks to the news, few reference the part that Vanity sizing has played in the current clothing excess.With online sales increasing all the time in the clothing industry the relevance of fit should be centre stage. In a store it is possible to try on clothes regardless of the label. Online a reference is needed. Vanity sizing was created to make people feel better about the size of the clothing they are purchasing. To do so a once recognised system equating to actual measurement was abandoned and the lower numbers attributed to larger garments. In some cases the drop has been by more than one traditional size. An often used example is that of Marylin Monroe. At her fame she was a UK size 14 but now she would now fit in a size 8 garment from many brands. The relevance of the number that truly represents size has been lost and it is now a fact that more than half or people do not really know what size to buy.
The result for the online industry is a huge number of returns bringing with it added costs, added transport and more unwanted stock. The situation compounds the environmental burden of the clothing industry. It is now not unusual for well known branded clothing companies to have a return rate around 30%
So how do we minimise this problem? Here at Wolf in Sheep’s Clothing we concentrate not only on clothes made to last primarily from cotton but we major on fit. By offering a range of trousers personalised to a range of measurements returns are minimised. We stress that measurements are vital. Our size chart shows the physical measurements true to traditional tailoring sizes. It may seem old fashioned but without a true reference from the clothing industry in general it is the only sure way forward. A small inclusion of elastane can also help with minor size discrepancies but the tape measure rules when it comes to online sales.
More work is needed to highlight the impact sizing plays in clothing waste and excesses as the trend towards online shopping shows no sign of abating. Care in choosing your size online is very important.
Recycling your Clothing
When you are clearing your wardrobe, consider what items can still be recycled to stop them ending in landfill. Re selling, or giving to charities that make use of second hand clothes is the better option if available and can help make an impact.
Check the origin of your Purchases
Clever and suspect marketing is often used to disguise the true origin of your clothing purchases. When you shop, always check the label to see where your clothes were actually made as this will often determine how serious the manufacturers are about sustainability.
Support Sustainable Fashion Brands Trying to Make a Difference
Buying better can also mean supporting designers who are genuinely promoting sustainable fashion practices to make an impact. Seek out those companies with clear and open practices that continue to move towards a sustainable future.
Shop
Save 10% off all our luxury British made clothing. Add discount code MAKEITBRITISH on the basket page of our online store along with free delivery.
Shop Now
