Every time we see more of the main brands of the fast-fashion movement trying to show sustainability through some specific articles and collections, pretending to be more respectful at an environmental level (few of them focus on the socioeconomic area that is behind this industry) with articles made with organic or recycled materials. It is no more than a simple green-washing initiative, to reflect a nature or to try to clean their image in front of the market.
It is just a marketing strategy with the purpose of taking advantage of the tendencies of society towards a responsable, ethical and guilt-free consumption. They should actually be the pioneers of this evolution in the sector, to start increasing awareness of our footprint. However, applying integral sustainability in the fashion industry goes a little beyond that reality.
Nowadays we can find emerging brands that use artisan production processes and ecological materials ranging from organic to recycled, impacting the environment the less it is possible.
Also there are many items created through the scratch of the textile or other industries, reducing to zero their environmental impact.
The most sustainable material is the one that exists and we reuse, since we extend its useful life.
The bags of coffee are made of jute, which is a natural and sustainable material in its production.
Taurpalin is a reclaimed material which, if not used, would be destructed or incinerated, increasing the CO2 in the atmosphere. Besides using those remnants we lower the impact of the waste in land, and the sturdy material guarantees resistance of the item created
The recycled seatbelts from cars are used also by some brands as hard but comfortable material to create a reliable parts and guarantee top quality, as most of the seatbelts would outlive the own cars.
Commercial banners and posters can be also used in the creation of bags, for example.
100% recycled PET fabric made from soda bottles to prevent the creation of new fabrics from new plastic are a solution that other many brands are adopting.
Socially speaking, the manufacturers of products that use this elements are committed to the development of the local economy, and they work with local suppliers to carry out their products, in addition to guaranteeing fair and dignified working conditions that respect human rights.