PPB April 2021

Green Goodness action on bettering society. A majority of consumers worldwide say they are concerned with sustainability today, according to a study published last year by IBM Institute for Business Value and the National Retail Federation. In surveying 18,980 consumers across 28 countries, including the U.S., nearly eight in 10 respondents said they feel it is at least moderately important for brands to offer clean products (78 percent), for brands to be sustainable and eco-responsible (77 percent), and for them to support recycling (76 percent) and use natural ingredients (72 percent). And more than three-fourths of those (77 percent) who felt these factors were important were also willing to pay 35 percent more for sustainable products, showing that companies’ efforts toward greener practices may also generate more revenue. Sustainability in fashion is not only important for brands’ reputation, but it’s reached a level of critical concern for the ecosystem, further compelling businesses—and those who buy from them—to step in and get involved. Brand recycling programs are critical, as according to Environmental Protection Agency, household clothing and textiles comprise 5.8 percent of all municipal solid waste in the U.S. each year; the equivalent of 70 pounds of clothing discarded per person annually, or a total of 5,600 pounds over the course of their lifetime, according to Council for Textile Recycling—and of which 95 percent is recyclable. (To put this into perspective, that’s equivalent to 3,920 sets of underwear, 3,920 pairs of socks and 2,800 t-shirts.) But aside from starting with the end, as recycling follows a garment’s production, sustainability also begins at the root with the materials used to make the fabric. Brands looking to show their support for the environment can opt for branded apparel made from sustainable fabrics, such as 100-percent cotton. In the U.S., cotton farmers are actively working toward more sustainable solutions, and over the past 40 years, according to the National Cotton Council of America, U.S. farmers have reduced the amount of land needed to produce cotton crops by half, and also decreased water and energy usage by more than half, lowered greenhouse gases by 40 percent and reduced soil erosion by 35 percent. Cotton is also more closely regulated, as cottonseed is used in animal feed and human food products, such as cottonseed oil—which is used in salad and cooking oils, and in margarine and shortening— and is thus recognized as a food crop. And, just as important,100-percent cotton clothing is known for being super soft, breathable and highly customizable. Many consumers are vested in sustainability and consider it a personal priority, which may be due in part, according to Business Insider , to social signaling. Social signaling, writes Business Insider , supports that consumers make certain buying decisions because of what their purchases tell others about them. It’s the same reason why consumers purchase designer bags: not only do they like the look of the bag, but they also like the social status associated with owning a high-end bag. Bearing this motivation in mind, consumers who purchase or wear sustainable goods may do so, at least somewhat, because it gives them a way to make a difference while also conveying their awareness, involvement and support of the cause to those around them. Selecting wearables with an eco- friendlier backstory to showcase your client’s logo or messaging allows end users to proudly represent the brand and also the causes the brand represents. Read on for wearables made from eco- friendly fabrics and processes to feature in your client’s next project or promotion. The news that Hanes’ Beefy-T Crewneck Short-Sleeve T-Shirt is now being made with 100-percent U.S.-grown cotton came with the supplier’s new initiative to raise awareness about apparel sustainability and quality in the promotional products industry—and it's a great product for carrying forward this message. Ultra- soft with a roomier fit, the tee features a lay-flat collar and non-chafe fabric taping to help keep its shape as it’s worn again and again. Available in 38 colors in S-3XL and in a complementary children’s size, shown in clean mint. Hanes / PPAI 191138, S10 / www.haneslocator.com A timeless cap made for all seasons, the YP Classics Ecowash ™ Dad Hat is made from 100-percent cotton, and features an unstructured, six-panel, low-profile build. It’s made through an EcoWash process that uses less water and energy, and zero chemicals. The EcoWash twill cap also features a Permacurv ® visor and tri-glide buckle closure with a 3.125-inch crown. Available in one- size-fits-most in six colors, shown in navy. Kati Sportcap / PPAI 113758, S5 / www.katisportcap.com | APRIL 2021 | 17 INNOVATE