Cape Town - As one of the biggest contributors to the global economy, the fashion industry has a responsibility to help protect the environment.
But with fast fashion – a term used to describe the “out-with-the-old-and-in-with-the-new” whirlwind being the norm – consumers are buying as many garments as quickly as possible and it’s costing the planet dearly.
Sustainable fashion, or eco-fashion, is one of the latest buzzwords. It speaks to a design philosophy that aims to help support a system of environmentalism.
Through the years, industry powerhouses have dedicated millions to massive campaigns showcasing their conscious collections. But do consumers understand what sustainable fashion really means?
Fashion retailer H&M’s global head of sustainable fashion, Catarina Midby, says sustainable fashion should start at home by educating yourself about ethically-produced products and by buying less.
“It’s not even about thinking sustainability, but it’s about being responsible. I don’t overconsume… I buy things that I love and I wear them for a long time. Although I am a fashion addict, my closet is not that big. I clear it out now and again and give clothes away to family and friends,” says Midby.
Midby was in Cape Town last month for an exclusive H&M’s open house event where the media were treated to an exclusive viewing of the retailer’s AW 15 Studio Collection.
With more than 3 600 of stores dotted around the globe, the Swedish fashion giant is one of the biggest clothing retailers in Europe. It will open its first full concept flagship store in sub-Saharan Africa in Cape Town in October followed by a Joburg branch later in the year.
The retailer sells the latest in men and women’s fashions, including basics, sportswear, stylish evening wear and casual street style looks.
H&M is one of a few retailers leading the evolution of “eco-consumerism” and “sustainable fast fashion”, with a number of programmes and ranges using sustainable materials such as certified organic cotton and recycled-polyester sequins.
It was also the first company to launch a garment collecting initiative where you can drop off clothes to be recycled at any of their stores.
Midby says that creating sustainable fashion is a task they take very seriously.
“It’s a very clear goal and task for us. We try to use as little materials as possible and all our products are market conscious with an added sustainability value,” she says.
She explains sustainable fashion doesn’t mean only buying organic or recyclable garments.
“Sustainable fashion consumption to me means buying responsibly. Buy things that you love and that you can wear for a long time, don’t go for the fast trends.
“Also care for your clothes in a more sustainable way. Don’t wash your clothes in a high temperature to save energy. Don’t tumble dry your clothes; rather hang them out to dry and wash them less… we wash clothes way too often. And when you are tired of your clothes, recycle them by passing them on to someone else,” she says.
Midby believes that the “ethical fashion” and “sustainability “ movement is not just a passing trend.
“Sustainability is not a trend, but a long-term commitment. In order for the fashion industry to have a future we have to adapt to the growing population and the level of consumption,” she says.
For individuals who want to start up a sustainable clothing brand, Midby says designers should design for longevity.
“Don’t sacrifice fashion for longevity. I’m not saying create the most basic clothes but longevity can be like the most fancy and glamourous thing.
“It can be hard to start a sustainable fashion label so look for brands that are doing well on eco-friendly products. There are already a few initiatives out that that are for free. Organise a takeback programme and come up with a creative way to use old clothes or leftover fabrics to create new garments,” she says.
H&M is also popular for its designer collaborations that make high-end designs accessible for a fraction of the price.
Their next collaboration will be with haute couture French fashion house Balmain.
Midby reassures South AFrican consumers that they will not be shortchanged when it comes to quality or the latest trends.
“I hope people are going to love it as much as we do. You are going to have everything that all of our concept stores have.”
Nontando Mposo, Cape Argus