Sustainable fashion is gaining popularity, but it is not cheap.
As a consumer interested in buying natural clothes at a decent price, what can one do?
In the past, popular labels were rarely a part of the market that provided people with natural fibers, or even took part in sustainable production. That has now changed.
Popular fashion brands are now moving towards better means of production, fair trade and organic clothing.
An example of such a brand is H&M.
According to their 2008 annual report, the brand was moving into sustainable fashion, with their main focus on including organic cotton into their collection. H&M’s goal is to make fashion sustainable, and they do this by practicing fair trade and recycling clothes.
In the Dubai, H&M outlets accept used clothes that can be recycled. They do not necessarily need to be from the brand, making it easy for consumers to drop off their garments and be a part of the environmentally friendly movement.
According to Vogue magazine, Mango is another brand that recently moved into sustainable fashion. Their new collection features products made from organic cotton and recycled polyester. They are making efforts to try and offer consumers better quality products at affordable prices.
Brands like Marks and Spencer and Zara also support the use of organic cotton and sustainable fashion.
According to Fashionista magazine, in 2016, Zara’s “Join Life” collection made its debut and featured organic cotton, recycled wool and Tencel.
In 2007, Marks and Spencer introduced “Plan A”, a sustainable business program, as stated in their report. It was designed to address environmental, social and ethical challenges.
Despite such efforts, fast fashion brands still receive a lot of criticism because critics believe that they still have a long way to go as far as sustainability is concerned.
Having said this, the assumption that fast fashion companies are unable to take a collective step to help the environment and ensures better quality products, is definitely being challenged.
With companies trying to provide better production processes, organic clothing and fair trade will be much more popular in the years to come.
