This article from the Guardian discusses the potential impact of Generation Z (18-24) buying behaviour on fast fashion: If generation Z’s habits are adopted by the population as a whole there could be a shift to consumers with a “divided wardrobe” – featuring rented items and others bought from resale vendors – becoming the new normal … This emphasis on sustainability, non mass-produced goods and uniqueness mirrors the consumer values of the younger generation whose attitude towards fashion has been shaped by the “Blue Planet effect.”
The picture above is taken from an Australian article that suggests that the fast fashion industry accounts for 10 per cent of global pollution. Dr Kirsi Niinimäki, from Aalto University, has done a lot of research into the fashion industry; her latest publication, Sustainable Fashion In A Circular Economy, is on my reading list for this summer. The CBC documentary, Fashion’s Dirty Secrets, discusses that garment, apparel production, is one of the top five polluters globally…we are producing over 100 billion new garments from new fibres every single year, and the planet cannot sustain that. This page, from the Fashion Takes Action website, provides some sobering statistics about the environmental impact of the fashion industry, perhaps the most startling of which – because it is so personal – is that 37 kg of textile waste per person ends up in Canadian landfills each year.
I won’t spend too much time on the environmental impact of fast fashion, as this has been done far better by experts in the field. I want to focus instead on some sustainable Canadian clothing brands that provide some better options. This list is not exhaustive and reflects only the companies from which I have purchased. I don’t tend to wear casual clothes, so sustainable Canadian brands like Tentree are not included in this post.
The most important thing we can do to reduce textile waste, of course, is to simply stop buying so many clothes, and to keep what we have for longer periods. Fast fashion is often poorly made, so clothing doesn’t last as long, so buying better quality is always a good idea. Secondhand shopping is a good alternative, although I’ve noticed that people often tend to overbuy from thrift stores because the clothing is cheaper there, which will still result in a lot of textile waste. No solution is perfect, of course, but at least the companies below are doing what they can to produce clothing in more sustainable ways.
Lights of All: We are vegan, sustainable and ethical; we value all life on this planet and do whatever we can to honour those lives in the product we make. Everything is made in house using only the best materials for the environment, people and animals. The company is owned and run by one woman, Katia Hagen, who designs and makes all the clothing. Katia outlines the ecocentric philosophy of her company here.
Korinne Vader: Our goal is to only use natural fibres in production … Many of the suppliers that we work with are STANDARD 100. The STANDARD 100 by OEKO-TEX® is a worldwide consistent, independent testing & certification system that tests for harmful substances used during all stages of production (raw materials, intermediate, and end product). Korinne Vader creates unique handmade goods that reflect the beautiful imperfection of nature and humankind.
Encircled: Encircled’s name originated from the dream that fashion can benefit everyone – it can be stylish, sustainable and responsibly-made. It’s about feeling proud of the clothing. hanging in your closet, and investing in quality over quantity. The company’s code of ethics may be found here.
Frank And Oak: The devastating impact of climate change has made us conscious that we all have an active role to play in our collective future. Today, we are more than ever committed to fighting for our planet and will continue to set an example as best we can by offering better sustainable products. The company’s sustainable goals may be found here.
Kotn: By working directly with cotton farming families in Egypt, we want to rebuild the industry from the inside. We make our own fabrics from raw cotton bought direct from farmers at guaranteed prices. Like farm-to-table, but for your clothes. commitment to sustainability may be found here.
Hoi Bo: Hoi Bo was born from a desire to create a truly sustainable brand that would offer a unique balance of beauty, design, craft and functionality.