What Makes Sustainable Fashion A Myth?

Few industries tout their sustainability credentials more forcefully than fashion. But despite high-profile attempts at innovation, the industry’s planetary impact has barely decreased in 25 years.

It’s easy to get misled by words like “sustainable,” “ethical,” and “conscious.” But it’s important to distinguish between true sustainability and greenwashing. Here are nine myths about sustainable fashion that should be debunked.

Sustainable Fashion Is Easy

Buying from sustainable, fair, or eco-friendly brands is a great start, but it’s also important to remember that sustainability is more than just purchasing clothes. It’s also about using our clothes more, donating and swapping with friends, and participating in fashion activism.

The term “sustainable” is often associated with images of clean, air-conditioned factories and well-paid makers sewing garments. But sustainable fashion is a myth; despite all the hype, few industries have reduced their planetary impact in the past quarter century. It’s time to move beyond wishing for a greener fashion industry and embrace policies that make a real difference.

There are a lot of obstacles to achieving a more sustainable and ethical fashion, but the biggest one is that there’s no agreed-on or legally binding definition of sustainability. As a result, some brands use buzzwords like organic, carbon positive, or vegan to mislead consumers into thinking they’re making a responsible choice. This is called greenwashing, and it’s rampant in the fashion industry.

Luxury fashion is working towards more sustainability but still needs to work on its supply chains. Just because something is more expensive doesn’t mean the material or production processes are better for the environment. Synthetic fabrics like polyester require more water and oil to manufacture than their natural alternatives. And if we’re talking about cotton, conventionally grown cotton uses more pesticides and causes soil degradation.

Sustainable Fashion Is Expensive

A common belief is that sustainable fashion is more expensive, but this couldn’t be further from the truth. While it is true that ethical and sustainable brands tend to use more premium fabrics, such as organic or recycled materials, this isn’t the only reason for a higher price tag.

Ethical and sustainable brands also consider their environmental impact and the people in their supply chain. For example, fast fashion retailers often cut corners by sourcing their clothes from developing nations where workers are paid pennies and subject to harsh working conditions. This has resulted in accusations of modern-day slavery and child labor.

Instead, sustainable fashion brands prioritize a safe and dignified work environment for their employees. This requires more resources which will be reflected in the price of the final product.

In addition, there’s also a cost to become certified as sustainable and ethical by third-party organizations. This can add up to a considerable amount of money that needs to be invested before the label can even begin producing its clothing.

Overall, the higher prices of sustainable fashion are due to the more eco-friendly and ethical manufacturing process as well as the better quality of the fabric. However, this doesn’t mean you can’t find a good deal! If you’re willing to do some research and shop around, there are a lot of sustainable brands out there that offer affordable and stylish options.

Sustainable Fashion Is Uncomfortable

The good news is that sustainable fashion doesn’t have to be all or nothing. You can reduce your fashion footprint by buying fewer outfits, caring for and mending your clothes well, and restyling worn pieces with friends or clothing swaps. You can also buy secondhand clothes or look for eco-friendly brands that promote recycling and reducing waste through their design processes.

However, just because a company says they are eco-conscious doesn’t mean you should believe them. The fashion industry is plagued by greenwashing, where a brand claims they are environmentally friendly when they aren’t. 

Finally, you should always ask yourself if your purchase positively impacts the environment and if the people who made your outfit were treated fairly. It may feel uncomfortable at times, but it is crucial to understand the impacts of your choices so that you can make more informed decisions.

Despite the hype, there are still many challenges to overcome for the fashion industry to be sustainable. But with more awareness and effort, it can turn the tide on decades of exploitation, environmental degradation, and social injustice. 

Sustainable Fashion Is Unfashionable

“Sustainable fashion” is often used in marketing for brands that use organic fabrics, recycle materials, or support fair trade. This is a great step forward, but it doesn’t mean sustainable style is unfashionable.

Sustainable clothing can be just as stylish as in high-street stores and online. However, to participate in sustainable style, you must buy fewer clothes and ensure you care for your current wardrobe well. You can also recycle or repurpose your clothes and shop secondhand when you want to buy something new. This will have a much lower impact than buying from a sustainable fashion brand and save you money.

On that note, secondhand doesn’t just apply to clothes, though. Actually, you should really keep in mind that accessories count too, and they can elevate an outfit instantly. So many people out there now prefer to shop antique rings online because it gives them access to unique, pre-loved pieces that are far more sustainable than mass-produced jewellery. Plus, there’s something quite special about wearing a piece with history, character, and zero carbon footprint from new production.

Another way to participate sustainably is to support fair trade and ethical companies when you do buy from them. Look for labels that clarify their ethical credentials, and don’t be afraid to ask questions if you are unsure of what they stand for.

Fashion is one of the most polluting industries in the world. Its dyes and heavy metals are flushed into clean water streams, rivers, and aquifers, where they sicken people, damage ecosystems, and cause biodiversity loss. Non-organic cotton is one of the most pesticide-intensive crops, and the fashion industry razes 150 million trees to harvest their leather each year.

*This is a collaboration post