I want to double down on the challenges of Sustainable Fashion because, eventually, it's what's stopping the transition to a more sustainable fashion industry.
In every industry, problems need to be solved for it to thrive. Remember when the internet was just room-sized computers sending government messages? Now, it's a daily necessity, accessible to everyone. Recognizing the potential led to identifying problems that began to be solved, and today, you are reading this post on your smartphone.
What prevents sustainable fashion from transforming from a clunky, inaccessible thing to a sleek and functional thing everyone wants?
Definition Confusion: What exactly is sustainable fashion? Is it biodegradable garments? Long-lasting pieces? Fair wages? Eco-friendly production? Ask two people, get three answers. This lack of clarity is like trying to nail jelly to a wall—messy and confusing.
Lack of Enforcement: Where's the law when you need it? How can consumers and brands prioritize sustainability if legislation doesn't mandate sustainability? It's like playing basketball without a referee—players would probably knock each other unconscious.
Trust Issues: As a conscious consumer, why should you believe a brand's sustainability claims? Once bitten, twice shy. Sustainability in fashion represents capital in the fashion world, and some companies will do anything to get their hand on it, even if it means lying.
High Costs: This problem hurts the brands just as it hurts you. It's not just the "eco" label inflating prices. Fair wages and green practices throughout the value chain cost more. Small-medium brands struggle with high minimum order quantities, so they have to pay more and jump through hoops to produce one item for you.
Limited Availability: Let's be honest. We all prioritize fit and style over sustainability. Finding this combo of a garment I like, need, and correlate with my values is more challenging than it sounds.
Us: Our habits heavily influence sustainability. Do you enjoy renewing your wardrobe during the holidays? Do you have items you wore once and discarded because of a bad purchase? How do you wash your clothes? Yes, these questions and more are directly directed at each of us. Harsh fate, I know.
What can be done about this grim list?
I call them Black holes and not problems because a functional solution alone cannot solve them. Some solutions help place the industry in a better position today, but we are all still far from the goal. There are additional dimensions here—market education and consumption habits. We need sophisticated strategies that encompass accessibility, legal backing, and functionality. If executed correctly, it can accelerate market education and consumption habits.
Look at Spotify. It offered a low-cost, efficient solution, reshaping how we consume music. If sustainable fashion were affordable and trustworthy, new consumers would shift to it, leading to a market-wide shift and sustainable growth.
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