Are high-quality materials in fashion?
Another benefit of greater supply chain traceability is that it encourages consumers to demand higher quality materials, which often come with a “green premium.”3 Over time, the use of cheaper synthetic materials has become increasingly common, but it has allowed some luxury brands to “take the risk” of experimenting with the use of innovative, but more expensive, fibers.
While price equalization represents a great opportunity for the creation of new materials, attendees noted that legislation and government subsidies are important to spur innovation, and they also stressed the need to ensure local communities are involved in the industry’s future.
While many innovative new materials are being developed, their biggest challenge is surviving against existing materials until they can be scaled up.
Technology companies like LAYBL are said to be at the forefront of innovation in clothing tracking to help brands take greater responsibility for their products and clothing waste, connecting consumers to clothing care, repair, rental, resale, recycling and donation services. Jen Wagner, CEO of LAYBL, said, “Only by understanding what happens to our clothes after they are sold can we reduce clothing waste and our impact on the natural environment.”
Large retailers have the power to demand higher standards within their supply chains, and so do consumers and other industry players.
For example, rather than having sustainability-focused awards at fashion awards ceremonies, shouldn’t only companies with robust sustainability policies in place be allowed to apply and be nominated?
The shift in focus to synthetic fibers means existing methods of recycling materials will need to be improved, warn experts familiar with current methods: Many consumers are loyal to certain brands, and these companies could do more to repair damaged clothing and extend the life of materials.
Guests said that if such a model becomes established for luxury brands, smaller brands will feel pressured to follow suit.
We use fashion to express ourselves, so the group asked how brands can strengthen the value relationship between consumers and the clothes they wear.
Perhaps words are the answer? Rather than using hackneyed terms like “sustainability,” big fashion houses need to ensure their marketing resonates with consumers. Brands need to establish a repair and resale narrative to make high-quality materials seem more appealing and ultimately attract loyal customers.
Patrick McDowell, who runs his eponymous fashion brand, joined us for the discussion. He creates collections where each garment is produced in limited quantities and individually numbered. His company offers a free alteration service to encourage passing on items to loved ones. If other luxury brands can create similar longevity stories with their clothes, he said, luxury consumers are willing to pay a premium for sustainable clothing.
