Although a number of fashion brands have been making changes behind the scenes for years, 2019 was the year that sustainability was given a huge push.
It became more than a buzzword. More than a thing for fashion houses heads to trot out in an interview without much evidence to back it up. Instead, sustainability was being talked about as the future of these companies. In 2020 we’re going to see a whole lot more of it. And rightly so.
Material waste from creating garments has always been a huge problem. For example, hundreds of litres of water are used to finish a suit and make it flexible. Not multiple suits, just one. The water used is then contaminated with material and plastics, which renders the liquid unusable.
The amount of waste this creates is terrible. And a majority is unceremoniously dumped into the sea. But thanks to the likes of Adidas and Ralph Lauren this ocean waste is being turned into sportswear and polo shirts.
“Sustainability is a big deal for us, and has been for many years” Jonathan Cheung, SVP of Levi’s Design told us recently.
“Our Waterless program started in 2011, and we have led the industry in reducing water use. We recognise that sustainability is the biggest challenge that our industry faces. In 2020 you’ll see much more Levi’s denim made from hemp. So keep your eyes on us.”
It’s an admirable stance and it’s one that isn’t just confined to the big players.