Sustainability. One word that appears to be shouting at us from every corner of postmodern societies. One word that has lately gained this virtuous and heroic status, by assuring all of us that the planet still holds a future for us. Yet, this one seemingly faithful word also receives another immediate association that is, perhaps, a bit darker. Sustainability has been chosen as the answer for many ecological agitations, such as the agony of climate change or worldwide pollution, but also as an answer to social inequalities as wide human exploitation.
If, sustainability is supposed to be the cure for these issues, isn’t it crucial to know how these issues became present in the first place?
The answer is, humankind.
For decades and decades, humankind has been feeding on the natural gifts and favours of our planet to the point that she became exhaustive instead of ever-green. We, as humanity, have dominantly taken benefits but never returned them back. We capitalized and we consumed and we abused.
And now, when our planet is rejecting us, how quickly did we come to the realization that sustainability is the only answer for us in order to keep our planet breathing.
Luckily, there is still time to face the mirror and stop the fate that we have been suicidely self-pathing for years. Many of us have already taken amazing measures and decided to acclimate their lives according to the current situation, one of them being – letting our conscious wardrobe grow by rejecting the toxic practices of fast fashion industries.
But why is the fashion industry a crucial actor when it comes to sustainability?
Many of us are still unaware that the fashion industry, now talking about massive “fast fashion” corporations, is righteously responsible for harming the environment. Not only does it cause great harm ecologically, but it also selfishly neglects both human and animal rights. As a reaction to these inequalities, sustainability came in as a natural solution. Yet, the question remains.
How do we know that our clothing is really sustainable?
At the moment, there is a growing interest in sustainable and ethical ways of living and since fashion is a highly consumer-oriented industry, this new way of living also mirrors in brands claiming their “ethical” and “sustainable” methods. However, many of us fail to be essentially informed about what sustainability in the fashion industry actually represents and mainly how to recognize it.
How do I know that the brand is really trying to mitigate the environmental and social disruptions of fast fashion?
First of all, being sustainable is commonly defined as “the ability to continue or to be continued” but also, it includes the production and the consumption to have a minimal impact on the environment.
“The ability to continue or to be continued..”
Labels can prove their sustainable products by displaying their verified certifications. Now, you might already be aware that there is plenty of official sustainable certification out there, therefore, I will make it easier for you by depicting those certifications and materials that are essentially crucial for a brand to call itself sustainable and ethical.