The Rise of Ethical Fashion

In recent years, the fashion industry has been at a crossroads with rising criticism of its environmental impact and labour practices.  This critical juncture has sparked a transformative movement reshaping fashion's very essence: ethical fashion. Fueled by rising global awareness, this movement champions sustainable production, fair labor practices, and minimal environmental impact, marking a significant shift in how fashion is perceived and produced. Data from the Global Fashion Agenda and the Boston Consulting Group shows a striking trend, with more than 75% of consumers rating sustainability as extremely or very essential. This seismic shift toward ethical fashion not only represents a turning point in consumer behaviour, but it also paves the way for a revolutionary shift in how we perceive, make, and consume fashion. 

What is ethical fashion? 

To grasp its significance, it's crucial to begin by defining ethical fashion. Ethical fashion is a practice centered on the production of clothing and accessories with a core emphasis on upholding workers' rights, championing sustainability, and mitigating environmental harm.

Now, let's delve into the advantages of embracing ethical fashion:

1. Saves money in the long term 

Choosing ethical fashion over fast fashion is like choosing to invest in a solid, energy-efficient house instead of a flimsy, drafty one. While the initial cost may seem higher, the durable construction and efficient design ultimately result in substantial savings on repairs and energy expenses, making it the smarter financial decision in the long term. Opting for brands that embrace ethical fashion means endorsing reduced waste and the use of fair and ethical manufacturing practices.

1. Reduces Carbon Footprint 

The fashion industry is responsible for 10% of carbon emissions worldwide. Approximately 1.2 billion tonnes of carbon dioxide are attributed to fast fashion. Choosing sustainable brands means choosing a brand with a reduced carbon footprint. 

1. Animal Welfare

When we think of animals and fashion, our minds go directly to fur and animal skin, but the problem is on a much larger scale. The fashion industry is responsible for 35% of oceanic primary microplastic pollution.

Fabric dyeing and processing account for 20% of the wastewater, which affects marine life and humans too, as 70% of the oxygen we breathe is produced by marine plants and 97% of the earth’s water supply is contained in the ocean. 

1. It requires less water to make 

Did you know that making a t-shirt takes up to 700 gallons of water? Imagine disposing of three T-shirts because you got bored and they do not look new anymore! On the other hand, by choosing a sustainable brand, the clothes look new for a longer time, and they require much less water to make. 

Factors affecting the rise of ethical fashion

1. Customer Awareness: As a result of easier access to information via social media and the internet, consumers are now more conscious of the detrimental effects of conventional fashion practices.

1. Changing Values: To find items that are consistent with their moral principles, many consumers are now giving social and environmental responsibility priority when making purchases.

1. Influencers and Celebrities:  Figures from the entertainment sector are supporting ethical clothing labels, encouraging their fans to dress more thoughtfully.

1. Sustainable Initiatives: Government policies and programs such as UN Fashion Alliance  that promote sustainability and moral behavior in the fashion industry have contributed to the sector's evolution.

1. Grassroots Movements: Groups such as Fashion Revolution have organized shoppers and advocated for increased openness and moral behavior in the fashion sector.

Impact of ethical fashion

The growth of ethical fashion is changing the fashion industry as a whole in several ways.

1. Increasing rivalry: As ethical fashion gains traction among an increasing number of brands, it's likely to spark competition among them. However, from the consumer standpoint, this shift promises a range of benefits, including a broader selection of products, competitive pricing, and elevated benchmarks for sustainable fashion.

1. Sustainable Practices: In response to customer demands for ethical fashion, traditional fashion businesses are implementing more sustainable practices.

1. Supply Chain Transparency: The industry's supply chain procedures have improved as a result of the desire for transparency.

1. Changing Purchase Behaviors: Ethical fashion values product quality and longevity over the quick cycle of trends. Consumers are becoming more willing to invest in higher-priced items that are enduring and timeless, shifting away from the throwaway culture of quick fashion. 

The rise of ethical fashion reflects a significant shift in consumer values and behavior in the fashion business.

This dramatic movement is not only altering fashion manufacturing and consumption, but it is also ushering in a new era of more environmental and social responsibility.

It's clear that the ethical fashion movement is here to stay and will have a long-term impact on the fashion industry as long as buyers continue to prioritize it.