PeopleImages.com - Yuri A / Shutterstock.com Greener Garments As the demand for eco-friendly fashion grows, consumers and industry companies are shifting toward more sustainable choices in apparel and accessories. By Nicole Rollender THE MOVE TOWARD SUSTAINABLE GARMENTS is part of a bigger shift in how we think about our impact on the planet. It’s not just about looking good in our clothes anymore – it’s about making choices that benefit the environment and our long-term future. As consumers and businesses become more eco-minded, apparel suppliers are focusing on ethical practices and more innovative strategies for fashion that go beyond the here and now. “Younger buyers are transforming traditional buying habits and demanding a sustainable policy in every facet of the market, even beyond apparel,” says Milissa Gibson, sales director at Lane Seven Apparel (PPAI 630869, Standard-Base). “You’re also seeing a shift and revolution in the quality of sustainable garments, so you no longer need to sacrifice the feel or price as you once did.” People of all ages are increasingly aware of the environmental impact of their fashion choices. A survey comparing the number of consumers who purchased sustainable products between 2021 and 2022 found that 90% of Gen Z consumers bought sustainable products, closely followed by 85% of millennials, 84% of Gen X and 78% of Baby Boomers. “Gen Zers and millennials are most engaged with sustainability, prioritizing eco-friendly brands and practices in their purchasing decisions,” says Christina Marcantelli, sales enablement manager at S&S Activewear (PPAI 256121 Platinum), the No. 5 supplier in the PPAI 100. “Gen Xers and boomers have become more aware of the impact and are willing to invest in high-quality, timeless styles that are sustainable and made ethically.” Several key factors come into play when considering what draws consumers to sustainable garments. The biggest is fabric content, Gibson says. “There’s a demand for recycled and organic materials, as well as traceability of the cotton.” Recycling and production improvements can make the whole manufacturing process more efficient and less wasteful. “Brands investing in supply chain changes are making the biggest impact,” Marcantelli says. “Most brands’ major focus is reducing their carbon footprint and sourcing ethically made resources. An increase in recycled fabrics made from post-consumer waste has become more prevalent.” Ethical labor is also a big component of sustainable manufacturing, according to Brayden Jessen, owner of Zome Design (PPAI 620548, Standard-Plus). “It’s important to treat workers with dignity to ensure we have a strong labor force continuing to produce quality garments for us,” Jessen says. “Your garments may be good for the planet, but are they good for the people making them?” Picking the right decoration techniques for sustainable apparel also matters. Direct-to-film (DTF) printed transfers are increasingly popular due to their efficiency and ecofriendly benefits. “The water-based inks used and the lack of harsh chemicals and solvents used for prep and cleanup can lend a more eco-friendly element than other decoration methods,” Marcantelli says. “With the evolution of print-on-demand and smaller programs becoming more prominent, we’re seeing less overconsumption and fewer items going to waste.” Now that you know what matters most to consumers in sustainable apparel, here are some product suggestions to inspire you. 10 • NOVEMBER 2024 • PPAI Essentials | In Style
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