Lecture on Sustainable Fashion

Introduction

• Date: 24th October 2021
• Context: Approaching COP 26
• Key Question: Is your fashion sustainable?

Claims and Trends in Sustainable Fashion

• H&M: Claims its collection is "conscious," offers discounts for recyclable clothes.
• Levi's: Promotes sustainability in jeans.
• Zara: Aims for 100% sustainable clothes by 2025.
• Prada, Adidas, Levi Strauss, Balenciaga, Burberry: Various sustainability claims.

Concerns and Criticisms

• Greenwashing: Many brands claim sustainability without transparent evidence.
• Examples:
  • H&M overproduced goods worth $4.3 billion in 2019.
  • Zara's "eco-friendly" tag applies only to the tag itself.
  • Burberry destroyed $36.8 million worth of excess merchandise in 2018.
• EU Commission Findings: 42% of green claims by companies are exaggerated or false.

Environmental Impact of Fashion

• Water Consumption:
  • 594 gallons to make a single t-shirt.
  • 20,000 liters of water for 1 kg of cotton.
  • Fashion industry uses 93 billion cubic meters of water yearly.
  • Impact in regions like Uzbekistan (Aral Sea drying).
• Carbon Emissions:
  • Fashion is responsible for 8-10% of global greenhouse gas emissions.
• Waste:
  • Fashion produces 4% of global waste.
  • 93 million tons of used clothes go to landfills annually.

Fast Fashion and Consumer Behavior

• Trends and Production:
  • Rapid turnover in fashion trends.
  • Clothing production has doubled since 2000.
  • Shorter lifespan of clothing.
• Material Concerns:
  • Increase in polyester use due to cost, despite its high pollution levels.

Industry Strategies and Consumer Influence

• Marketing Tactics:
  • Influencers and articles drive consumer demand.
  • Fast fashion capitalizes on consumer insecurities.
• Regulation and Accountability:
  • France banned burning surplus goods.
  • Call for regulated use of terms like "sustainable."

Conclusion: The Illusion of Sustainable Fashion

• Microplastics: 35% from washing clothes.
• Water Usage and Pollution:
  • Dyeing uses massive water volumes.
  • Cotton farming’s pesticide use.
• Inherent Unsustainability:
  • Incompatibility of profit and environmental care in the fashion industry.