Sustainable fashion is creating and consuming garments following the harmony of three key factors:
- The ethical use of human resources in production
- Preserving the environment
- Maintaining a balance in the economy
If any of the three components are out of balance, the brand is not sustainable.
Ethics implies decent conditions and wages, support for crafts and local industries. Sustainable fashion is the rejection of toxic chemical components when creating things and the transition to eco-fabrics. And the balance in the economy is the support of regional brands and the approval of social initiatives for financial well-being.
The consumers themselves play an essential role in the concept of sustainable fashion. By changing their apparel shopping patterns and focusing on more conscious consumption, shoppers can influence brand policies. Manufacturers choose sustainable raw materials, optimize logistics and provide a favorable production environment. At the same time, consumers make an informed choice in favor of sustainable brands and responsibly dispose of old things – in line with their values. When there is a strong demand for sustainable fashion, brands are investing more in developing eco-technologies while maintaining affordable prices for buyers. A separate sustainable culture of consumption and production is being formed.