Opinion / Jamie Waters
Moral fibre
On the runways of Milan and Paris, designers are commenting with increasing urgency on the need to embrace eco-friendly clothing and practices. Away from the catwalks, though, on high streets around the world, a different story is often being told. The sustainability drive is a good and necessary thing but one of the criticisms levelled at this movement is that “sustainable” items – a one-off piece made from recycled fabrics or an organic-cotton jumper – are often expensive. For many consumers, the decision to “shop sustainably” becomes not so much an ethical decision as an economic one.
For the eco-friendly movement to have more thrust, it needs to be widely accessible. There are some heartening signs. Secondhand shopping is being championed like never before – see, most recently, Nordstrom opening a pre-loved-goods shop in New York. Meanwhile, Helena Helmersson, former head of sustainability at H&M, was recently appointed the Swedish fast-fashion giant’s new CEO. The brand has engaged with sustainability and recycling in the past but many are hoping that Helmersson’s background will see her emphasise these topics, especially on the matter of overproduction, with increased intensity.
Elsewhere, reports suggest that clothing that takes less of a toll on the environment is gaining presence in mass-market shops, although there are concerns that brands are using words such as “sustainable” and “organic” as selling points without sufficient facts to back up their claims. This can’t be about lip service or greenwashing; brands need to find a way to produce clothes responsibly while keeping costs down. The pressure is on.