Why is the Green Fashion Trend Growing Strong?

1. Increasing Awareness of Climate Change

Climate change is one of the biggest problems facing humanity, and the fashion industry contributes significantly to this situation. According to studies, the fashion industry accounts for about 10% of total global carbon emissions and uses a lot of water for fabric production, especially in cotton and leather products. With the strong spread of environmental campaigns and increasing awareness from the public, consumers have begun to demand more from brands, especially commitments to environmental protection and emissions reduction. greenhouse waste.

Additionally, reports of waste from the fast fashion industry have raised concerns among the global community. According to estimates, each year up to 92 million tons of textile waste is dumped in landfills. This makes consumers and businesses realize that there needs to be profound changes in the way fashion is produced and consumed to protect the environment.

Organizations such as Greenpeace and the “Fashion Revolution” campaign have helped raise consumer awareness of environmental and social issues in the fashion industry. These movements have driven demands for transparency and accountability in production from fashion brands.

2. The Need for Responsible Consumption

Not only stopping at awareness of climate change, the need for responsible consumption is also an important factor promoting the development of green fashion. Consumers, especially Millennials and Gen Z, are gradually changing the way they shop, prioritizing environmentally friendly products. A McKinsey survey found that 67% of consumers value sustainability in their fashion purchasing decisions. They want to buy products that are not only beautiful but also sustainable and have transparent origins.

Green fashion products are often made from recycled, organic or natural materials such as hemp, organic cotton, wool or Tencel – a completely biodegradable fiber. In addition, responsible consumption also includes extending the life of products through repairing, recycling or reusing old clothes instead of throwing them away.

Business models such as second-hand shopping and clothing exchange platforms such as Depop and Poshmark are also growing strongly, meeting the growing demand for sustainable consumption.

3. Environmental Policies and Regulations

Governments and international organizations have also begun to introduce stricter regulations for businesses on reducing emissions and using sustainable materials. The Paris Agreement on climate change has set clear targets for reducing carbon emissions, and many countries have adopted strict environmental regulations in the fashion industry. Brands must comply with these standards to avoid violating the law and maintain their brand image.

Europe has been a pioneer in introducing strict environmental regulations for the fashion industry. Some countries such as France and Germany have begun to tax waste and introduce requirements for the use of recycled materials in production. Such policies are putting great pressure on fashion companies to change their production processes and find more sustainable solutions.

4. New Production Technology and Energy Saving

Technology also plays an important role in promoting green fashion’s strong development. Advances in manufacturing have allowed fashion brands to reduce the amount of water and energy needed in the production process. For example, waterless dyeing technology has helped reduce the amount of water used in fabric production by up to 80%, while also reducing the amount of chemicals released into the environment.

Companies like Patagonia and Levi’s are leading the way in adopting sustainable manufacturing technologies, from the use of recycled materials to energy-efficient manufacturing processes. Not only do they provide sustainable fashion products, but they also inspire other businesses in the industry.

Tech startups are also finding ways to turn waste like plastic and discarded fishing nets into high-quality recycled fabric. This not only helps reduce waste but also promotes a circular economy in the fashion industry.

5. Pressure from Investors and Brands

Not only from consumers, fashion brands are also facing great pressure from investors to convert to a sustainable model. Many investors are currently prioritizing companies with sustainable development strategies to minimize financial risks and protect long-term corporate reputation.

Major fashion groups such as LVMH, Kering and H&M have begun to adjust their strategies to meet sustainability requirements, from reducing waste to using environmentally friendly materials. Investing in sustainability not only helps brands maintain their reputation but also opens up new financial opportunities from green investment funds.