Futerra Sustainable Fashion Round Up | Week 33

This week’s top sustainable fashion headlines:


People do not wear at least 50 percent of their wardrobes

We all know most people don’t wear every single piece of clothing they own. But the percentage of clothes that go unworn is a lot higher than most consumers think. A recent study has revealed that the majority of consumers around the world are highly delusional about how much they own versus how much they actually wear. The study looked at 18,000 heads of households in 20 countries and found that Belgiums and Americans waste the most clothes. Belgium consumers thought they hadn’t worn 26% of their wardrobe, when they actually hadn’t worn 88%. Americans hadn’t worn 82% of their wardrobe in the last year.


C&A Presents World’s Most Sustainable Jeans

C&A is the world’s first retailer to offer jeans that are completely Cradle to Cradle CertifiedTM at the Gold level. Designed in partnership with Fashion for Good, a global platform that aims to make all fashion good, the jeans were made with completely sustainable materials and were produced in compliance with the high Cradle to Cradle CertifiedTM Gold level. Fashion For Good has also launched a ‘Guide on Developing Cradle to Cradle Certified denim,’ making their information on how to do so open source.  Having an open access guide is a significant contribution to sustainable fashion and the circular economy.


Reebok launches plant-based Cotton + Corn sneaker

Sportswear brand Reebok has revealed the first product from its sustainability initiative Cotton + Corn — a pair of trainers with a bioplastic sole. Reebok launched the Cotton + Corn initiative last year to reduce the environmental impact of the fashion industry. Their first product is a sneaker comprised of a 100% cotton upper and a bio-based sole made from a corn-based plastic substitute. In addition, the insole is made from caster bean oil, the fabrics are undyed, and the packaging is made from recycled materials. The foundation of the Cotton + Corn initiative is to always start with materials that grow, rather than petroleum based materials.


Shoppers are buying clothes just for the Instagram pic, and then returning them

The rise of social media has meant that everyone is expected to maintain and curate a personal brand. According to a recent survey, nearly one in 10 UK shoppers admit to buying clothing only to take a photo on social media. Fast fashion brands can cater to this behaviour, often creating clothes that are designed to be worn once or twice. However, clothing rental companies, such as Rent the Runway, provide a less wasteful option for this customer as well. But in a parallel trend, more and more people are opting for capsule wardrobes and uniform looks.


Fashion industry treats everything as disposable — even the women making the garments

Beyonce’s apparel line, Ivy Park, is making headlines again for the unethical treatment of garment workers. However, this is widely found across fast fashion brands. The apparel industry may be the largest employer of women globally, less than 2 percent of these women are actually receiving a living wage. Pushing to change the modus operandi in the industry from one where everything is disposable to one of empowerment through supporting brands who ‘celebrate every woman, from those dying the textiles and assembling the clothes to those wearing them.’


‘Do I Really Need That?’ Pandora Sykes Opens Up Her Wardrobe To Question The Way We Shop

The fashion journalist explores the question, ‘How to marry a desire for conscious consumption with our faster-than-fast consumerist age?’ Influencers, such as Sykes, have an interesting role in creating demand for fashion items while also having a platform to share a message. She shares how many of the pieces that influencers share on their social media are gifts or samples that are returned. Many influencers now pass on gifted items to resale platforms such as The RealReal or The Resolution Store. In addition to shopping from ethical brands, Sykes also defines being sustainable by always extending the life of something.

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