Sustainable sustainability?
Fascinating to see how sustainability is becoming such a buzzword in fashion retail. It is not as if this is a new thing - for example, the Nike Flyknit was launched in 2012 and has led to a reduction in millions of pounds in waste. But it is great to see other brands and retailers really taking it seriously. And on a purely commercial basis, it should lead to an improved supply chain operation and increased use of technology to drive efficiencies. It does require a change in our consumer mindset as well though. We are driving the push for fast fashion with our everchanging needs and desire to look like our latest instagram idol. Then again, if we buy less clothes, will the retailers be able to afford to implement sustainability measures?
Zara - and other brands like Pull & Bear and Bershka - have promised to only sell sustainable clothes by 2025.
The company that owns these shops says all cotton, linen and polyester they sell will be organic, sustainable or recycled.
