Consumers are demanding a paradigm shift in which sustainability, ethical behavior, and transparency are the norm, so good “green” marketing is no longer enough. In an effort to keep up, the fashion industry is paying close attention to every aspect of its operations (from the materials it uses to the afterlife of its products) while taking advantage of new technologies.
For better or for worse, technology has been and continues to be a crucial element in the process of garment creation. On the one hand, technological advances allowed (over)mass-production of clothes in a not very environmentally friendly way. Yet, on the other hand, there have been further technological advances that have allowed the fashion industry to become more conscious and ethical. This time I will focus on the “good” side of the fashion-technology relationship, so read on to learn more.
Supply Chain Transparency
To say that the fashion industry supply chain is complex is an understatement. Following the entire life of a garment from start to finish may seem like walking through Pan’s Labyrinth, but instead of encountering monsters, we come across pollution, overproduction, and labor exploitation. To combat this, transparency and traceability are key, and blockchain and new technologies are lending a huge hand.
- Traceability: Nowadays, thanks to blockchain technology one can track items and materials across the supply chain. This creates a transparent record of their place of origin, their movement, and their ownership, helping ensure fair labor standards.
- Accountability: By offering a tamper-proof record of transactions and data, blockchain can boost accountability by making it simpler to spot and address problems like unethical behavior or quality problems.
- Sustainability Boost: Blockchain technology also helps track and report on water usage or carbon emissions, giving a clear record of a brand’s environmental impact.
Sustainable Materials
As consumers’ environmental awareness increases, the development of sustainable materials are becoming increasingly important in the fashion industry. Thanks to technology, the last few years have seen incredible advances in this field, which have allowed consumers to choose from more environmentally friendly alternatives to traditional fabrics. Here are some examples:
1. Recycled Polyester
About 69% of clothes are made up of synthetic fibers, being polyester the most common. By using post-consumer plastic bottles to make recycled polyester and giving a second life to a material that’s not biodegradable, less plastic trash ends up in landfills and the ocean. Yet, although recycled polyester is a more sustainable choice than its virgin counterpart, not all is rosy… “recycled” is not the same as “sustainable” so consumers, need to be extremely cautious to not fall for greenwashing! (you can learn more about this here). Some brands that use recycled polyester include:
Adidas
Adidas has partnered with the environmental organization, Parley for the Oceans to create products using recycled ocean waste. The brand launched Primeblue and Primegreen, using 100% recycled polyester, and announced more commitments in support of its 2024 objective to produce all of its shoes and clothes using only recycled polyester.
Patagonia
Known for its environmental commitment, Patagonia started producing recycled polyester from plastic bottles in 1993. The brand currently uses recycled polyester to make 87% of its polyester fabrics, and it’s working hard to recycle the remaining 23%.
VEJA
The sneaker brand is proud to be the first one on this category to use fabric entirely made from recycled plastic bottles and recycled polyester.
2. Tencel
Tencel is a semi-synthetic fabric made from wood pulp. It is manufactured in a closed-loop process which reduces waste and chemical use, making it a more environmentally friendly alternative to traditional rayon (learn more about Tencel here). Some brands that use recycled polyester include:
Organic Basics
Organic Basics is committed to designing durable and long-lasting products. The brand tries to impact the environment as little as possible by working with European firms and selecting materials that have been ethically and responsibly sourced.
People tree
In People Tree every product is made to the highest ethical and environmental standards from start to finish, being Tencel one of the main materials used.
3. Mycelium leather
Mycelium or mushroom leather is a fabric made from mycelium, the web structure that forms the roots of mushrooms underground. This innovative material consumes significantly less land and emits fewer greenhouse gases than raising livestock. It’s also bio-based, made predominantly from renewable ingredients found in nature, and vegan (learn more about mushroom leather here). A designer that has built her reputation around sustainability is Stella McCartney, so it shouldn’t come as a surprise that the world’s first-ever luxury bag crafted from mycelium was launched by her brand: The Frayme Mylo™️.
Smart Textiles
Apart from sustainable materials’ developments, advances in technology have also allowed the creation of ‘smart textiles’, this is, “intelligent systems that can observe or communicate ambient circumstances and detect and process the wearer’s state.” In a nutshell: materials that use technology to improve their performance and utility.
Why is this important in terms of sustainability? Take self-cleaning fabrics for instance. Because they don’t need to be washed as often as regular fabrics, they can maintain their appearance and functionality for longer periods of time, lowering the need for regular replacement and eventually lowering the amount of textile waste. Self-cleaning fabrics also consequently reduce the need for water, energy, and chemical-based cleaning agents.
Another example is temperature-regulating fabrics, made to control body temperature. By keeping us warm in winter and cool in summer, these materials give versatility to garments and avoid the need to buy different outfits for different seasons. We buy and waste less.
A brand that is revolutionizing the market through smart textiles is Sepiia. Founded in Spain, the brand makes stain-resistant, anti-wrinkle, odor-neutralizing, sweat-proof, breathable, and quick-drying clothes.
Digital Design and Manufacturing
Another way in which technology has helped to ‘green’ the fashion industry is through digital design and manufacturing. These are becoming increasingly common in the business and are changing the fashion industry in the following ways:
- 3D design: Thanks to digital and 3D prototypes, the fashion industry is reducing waste (and time!). By using virtual prototypes of the garments, designers can experiment with various designs, colors, and materials before making real samples.
- Digital printing: Compared to conventional printing techniques like screen printing or rotary printing, digital printing on textiles is less expensive and better for the environment. For starters, it generates less waste and requires fewer chemicals. It also allows for improved color accuracy and consistency (producing prints of higher quality) and is more adaptable because a wider variety of colors and patterns (including intricate patterns and photos) may be printed on textiles.
- Automatic cutting: By nesting the designs closer together and cutting the patterns more correctly, automatic cutting saves fabric waste and eliminates the need for a redo, making it a more sustainable option than traditional manual cutting. It also requires less energy to run than manual cutting techniques, producing fewer greenhouse gas emissions.
Final thoughts: It’s a match!
Technology and fashion work well together. It is imperative though, to ensure that the new developments are applied ethically and responsibly, emphasizing on minimizing waste, improving efficiency, and promoting sustainability. When the fashion industry and technology play for the sustainability team the results can be astounding so yes, it can be, indeed, a match!
Do you think new technologies are a good ally to the fashion industry? Let us know in the comments below!
