It's only been a few years since the calls for sustainable fashion really caught up. Today, there's an awareness about how purchasing impacts the environment and the people behind it in a way that never has happened before.So what's the nitty-gritty of sustainable fashion?Why transparency? Let's dig in and get down to business about how transparency is revolutionizing sustainability in fashion.
The Unpleasant Truth About Fast Fashion
The fast fashion firms have been criticized for lacking transparency for over a century. They outsource labor to those countries which have lenient laws in place; the working conditions are pretty lousy, and the places are hostile to the environment. The truth is that 2023 saw the Fashion Transparency Index report that only 26% of the biggest brands of the world could state details concerning their production processes. This obscurity implies that consumers are not even aware of the source of their clothes, whether they are ethically produced or not.
Sustainability fashion is much further away than the labeling of "eco-friendly" over a thing. It's an honest, transparent show in regard to everything from sourcing raw materials to labor policies and the environment that's being affected by it all. Companies such as Patagonia and Everlane have been on the helm of such examples through an open discussion on their supply chains, labor policies, and sourcing practices. It makes sure through such transparency that people are able to make informed choices with a good conscience of what they're wearing.
Why is transparency important?
There are many reasons for transparency in fashion. For example, this makes the brands honest as it can track company practice from the consumer side. The Fashion Revolution has concluded on the report of Transparency Index 2023 that brands that scored well on such index had 30% chance of fair labor and more eco-friendly practices compared to brands scoring low on that index.
The second is transparency. A Mintel 2022 survey reported that 60% of consumers will purchase from a brand that openly shares information regarding their production process. Consumers have no patience for "greenwashing," whereby brands falsely claim to be environmentally friendly without actually living up to such claims. Transparency cuts through all this noise, and thus consumers can latch onto truly sustainable brands.
The Role of Technology in Transparency
The difference is made by this current technology in making the fashion more transparent. A good example is blockchain technology, which brands are already using to track the full supply chain so that every product is ethically manufactured from the beginning to the end. Companies such as Provenance make use of blockchain in the verification of product claims that allow customers to check on the journey of a garment from the farm to the store. This level of visibility thus helps verify whether a brand's sustainability claims are actual.
Social media has empowered the consumer further to demand greater transparency. Social media platforms like Instagram and TikTok have become a means by which people air their opinions and reviews on the practices being undertaken by the brands. With millions of consumers demanding that the brands talk about production practices via the #WhoMadeMyClothes movement spearheaded by Fashion Revolution, more brands are forced to be accountable and more transparent.
The Future of Transparent Fashion
The future will only become more sustainable with time, and transparency will become even more crucial. Even the laws are catching up. The EU Sustainable Textiles Strategy was announced in 2022 with the intention of implementing stricter guidelines for brands on transparency. This will influence global practices, making it hard for brands to hide behind vague claims.
Transparency is more than a trend; it is a path to a more sustainable and ethical fashion industry. Brands, being open and honest, enable us to make better choices—choices that will benefit people, animals, and the planet.