What is Sustainable Fashion, and Why is It Important?

The word sustainability is gaining prominence as of late, and is recently being associated with Fashion! So, what exactly is sustainable fashion? Is this a new fashion trend or is it here to stay?

Think about the last time you bought something to wear, maybe it was a cool graphic tee or a pair of jeans you had your eye on. But did you ever consider the consequences of just a simple purchase, not just money-wise, but in terms of the planet and the people behind it? 

Honestly, most of us don’t,  but now is the time we must. The world is waking up to the consequences of fast fashion, and that is exactly where sustainable fashion comes in. Recently, it has also become a core part of top fashion design colleges and fashion and design courses, and is shaping how the next generation of designers and creatives think.

Let us decipher the basics of sustainable fashion, why it matters, and how it is shaping the future of the industry. 

What is Sustainable Fashion?

“Buy less, choose well, make it last.” – Vivienne Westwood

Sustainable fashion, in simple words, can be described as a fashion practice where you would make thoughtful choices, which often entail buying less, choosing items that are well-made and ethically produced, and wearing them for longer. In this approach, brands and designers focus on eco-friendly materials, fair wages for workers, and reducing the overall impact on the environment. 

Instead of fast fashion trends that come and go, sustainable fashion encourages timeless pieces, responsible shopping, and a deeper connection to what we wear. At its core, sustainable fashion is styling with a conscience, a conscious choice to support both the planet and the people behind designing the clothes.

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Especially for individuals exploring a career in fashion or considering pursuing a fashion and design course, this concept is becoming increasingly relevant and is shaping how the next generation of designers, stylists, and creators approach their craft.

Is Sustainable Fashion Just a Trend?

Sustainable fashion is not just a temporary shift, but is here to stay, for good reason!

Let us explore why sustainable fashion is the need of the hour!

Environmental Concerns

Most people do not realise how much harm the global fashion industry causes to the environment.

To start with, it consumes a huge amount of natural resources, around 215 trillion litres of water globally, just for dyeing and treating fabrics. A large portion of this water, often filled with chemicals, ends up in rivers, lakes, and oceans, polluting ecosystems, consequently harming marine life.

Another critical issue is textile overproduction in fast fashion. Brands always push out new collections to keep up with the forever-changing trends before even clearing the remaining stock. Thereafter, these clothes either get burned or dumped in massive landfills. 

On top of that, since all fast fashion is made with synthetic materials like polyester, therefore do not decompose easily.

Ethical Concerns

Many garment workers, especially in developing countries, are employed in unsafe, poorly regulated factories. They work long hours, receive very low wages, and often lack basic labour rights or safety protections. 

Sustainable fashion challenges this system by supporting fair trade, promoting ethical sourcing, and ensuring that workers are treated with respect and dignity, rebuilding a fashion industry that is fair and humane, not just efficient. In this regard, fashion communication courses are updating their curriculum, imparting knowledge about fair trade, ethical sourcing, and the importance of transparency in supply chains.

How to Spot a Sustainable Fashion Brand?

As sustainable fashion becomes more popular, many brands are using the word ‘sustainable’ in their marketing. But how do you know if a brand is truly sustainable, or just pretending to be?

A lot of companies are now using greenwashing, a trick used by brands to make their products look eco-friendly, even if they are quite the opposite! 

Here are five signs to look for in a brand to determine whether they are truly sustainable.

1. Transparent Supply Chain

A genuinely sustainable brand will be open about its production process, sharing information about how the clothes are made, who makes them, and how they are treated. 

2. Eco-Friendly Materials

Sustainable fashion brands use organic, recycled, or biodegradable materials, which include fabrics like organic cotton, hemp, and recycled polyester, posing a lower risk to the environment.

3. Ethical Labor Practices

Ethical brands ensure that their workers are paid fairly, work in safe environments, and are treated with respect.

4. Low Waste and Small-Batch Production

Sustainable brands often manufacture limited collections to avoid overproduction and the eventual waste generation. 

5. Long-Lasting, Timeless Design

Truly sustainable fashion goes beyond trends, hence, a sustainable fashion brand focuses on creating clothing that is durable and classic. 

Tips to Embrace Sustainable Fashion

With small changes, you can make a big difference to the environment as well as society. Embracing sustainable fashion is not difficult or expensive, but just a step away from you.

Here are 5 easy and practical tips to embrace sustainable fashion – 

1. Choose Quality Over Quantity

It is tempting to buy more clothes during sales or from fast fashion brands, but introspect if you really need the piece. So, instead, as you embrace sustainable practices, you should start imbibing the qualities of a smart buyer, investing in fewer pieces that last longer.

2. Read the Label Before You Buy

One of the easiest ways to support sustainable fashion brands is to look at the materials used and opt for clothing made with organic cotton, linen, hemp, or other recycled materials. 

3. Support Ethical and Local Brands

As you buy from local or independent sustainable fashion brands, you can support ethical labor practices, because these brands are more likely to care about fair wages and working conditions.

4. Upcycle, or Swap 

Instead of throwing away your unwanted clothing, try upcycling. For example, you could take an old shirt and upcycle it into a tote bag.

5. Care For Your Clothes

Caring for your clothes by washing them less, using cold water, and air drying can make your clothes last longer and thus lower your carbon footprint. 

Striving for a Sustainable Future?

Today, more and more brands, designers, and even regular people are finally realising how clothes affect our planet and the people who make them. That excitement you feel when buying something new at a big discount might feel great for the moment, but it often comes with a much bigger cost for the environment and basic human rights.

That is why it is important to style with purpose. When we make better choices, we help the planet and encourage a fairer fashion industry. 

From a career point of view, people who understand this shift now will be the ones leading the fashion world in the future. Therefore, studying at a reputable fashion design institute that advocates for sustainability will not only lay the foundation for your career but also help you shape your voice and creativity, positioning you to drive and lead real changes.At AAFT School of Fashion Design, we help creative minds like yours understand fashion in a deeper way. Our students are mentored by top industry veterans to uphold sustainability in a world of fast fashion, teaching them to design with purpose.