PPB April 2021

by Danielle Renda Good-Fo r-You Fabr i cs VolodymyrSanych / wolfman57 / ALXR / Shutterstock.com. Seeing Green The fashion industry is a sea of green this year, but not necessarily in color. As companies continue working toward sustainability goals, consumers are more willing to buy from brands that express genuine concern for the environment and demonstrate that concern through eco-friendlier products and processes. S ustainability is more than a buzzword in the fashion industry this year; it’s become an action that consumers expect from the brands they engage with. With consumers still fatigued over the widespread effects of 2020, they are seeking more from the brands to which they give their business. This year, we can expect to see a greater call for brands to join the movement toward a greener, cleaner environment, and demonstrate how they are contributing to the well-being of their stakeholders, fromworkers to consumers and communities, writes Good On You, a brand rating system founded in Australia that assesses fashion brands according to people, planet and profit. For example, when end users receive a branded shirt made from eco-friendly fabrication, the garment becomes a way for them to represent the brand, but also to proudly show support for, and be associated with, what the brand stands for. The sustainability of an apparel company is, in part, measured by the fabric that is sourced and its cultivation, and the manufacturing processes used to produce the finished garment, along with the effects of these manufacturing processes on the environment. Many companies are tackling all sides of this issue. Patagonia has emerged as a leader in sustainability for its environmental advocacy and efforts to reduce waste. Last year, the outdoor clothing company announced that 68 percent of its products were made from recycled materials, such as plastic bottles—which salvaged enough energy to power 2,300 homes for a full year. The company also operates a Worn Wear program, allowing customers to buy new apparel made exclusively from recycled clothing, and to also recycle their used Patagonia gear for a discount on future purchases. It also maintains its Patagonia Action Works program, a digital tool that connects customers to local events, petitions and opportunities to volunteer for environmental causes. Not only is Patagonia moving toward greener practices internally, but it’s extending opportunities outward to encourage end user involvement. No longer can brands simply sell products; consumers expect them to take 16 | APRIL 2021 | INNOVATE