In the ever-evolving landscape of fashion, the journey toward sustainability is fraught with challenges, complexities, and opportunities. As the industry strives to align with rising consumer consciousness, the dialogue surrounding greenwashing versus genuine eco-friendly initiatives remains paramount. In a recent episode of Clothing Coulture, Bret Schnitker and Emily Lane shed light on this multifaceted issue, offering valuable insights and guidance for fashion brands navigating the murky waters of sustainability.
The Complexity of Greenwashing in Fashion
Greenwashing is often viewed through a narrow lens where companies falsely claim eco-friendly practices to capture consumer interest and market share. However, as Bret Schnitker explains, the outlook of sustainability is far more intricate. “It’s a very complicated landscape with respect, sustainability and carbon credits because there’s so many different ways to view eco-friendliness,” he articulates.
Fashion brands often face the challenge of intention versus perception. Many enterprises want to embark on sustainable practices but are held back by the fear of being labeled as greenwashing if their efforts aren’t flawless. Schnitker points out, “The alarming thing that I’m seeing in companies is that they want to move down the path of a sustainable eco-friendly front but are too nervous to do so. If they don’t do it absolutely perfect, someone slaps the greenwashing label on them.”
This fear of media backlash can stall progress, deterring companies from making even small steps toward sustainability. As the dialogue around greenwashing matures, it’s vital to embrace the nuances and realities of the fashion industry’s sustainability journey.
The Role of Communication in Sustainability
In a world dominated by social media and constant connectivity, open communication is vital for companies to navigate the sustainability
terrain successfully. Emily Lane emphasizes, “Communication does a few things. Not only does it educate and engage others around, but it does open the door for other opportunities.”
Fashion companies need to maintain transparent and ongoing communication with their consumer base about their sustainability efforts, challenges, and progress. Schnitker advises, “The more you come to the realization that this is going to be a journey. And like all human journeys, industrialization journeys, our life, journeys, the path for humans going back 1000s of years. It’s always been messy.”
Employing social media to document and share a company’s journey towards sustainability not only demystifies the process but also invites collaboration and support from like-minded individuals and organizations. This dialogue fosters a more empathetic and understanding community, crucial for systemic change.
Collaboration and Empathy: Paving the Way Forward
Amidst the complexities and challenges of sustainability, one recurring theme is the necessity of collaboration and empathy. As more fashion brands, manufacturers, and consumers commit to eco-friendly practices, fostering a supportive environment becomes increasingly important.
Schnitker recommends that companies engage with accredited resources and certified processes, stating, “Using companies that have established and well-accredited certifications from manufacturing levels… is a good, safe process to go down the path.” This structure helps brands confidently market their sustainability initiatives and contribute to meaningful change.
Furthermore, Lane emphasizes the importance of empathy in the industry. Encouraging empathy allows the industry to tolerate the inevitable missteps that accompany significant shifts in practice. An empathetic approach promotes learning, adaptation, and ultimately, progress.
As new innovations and technologies like CiCLO emerge, the fashion industry is presented with opportunities to revolutionize its approach to sustainability. These advancements underscore the importance of collective effort and shared goals.
A Continued Journey Toward Sustainable Fashion
The path to sustainability in fashion is neither straightforward nor simple. It involves a delicate balance between innovation and tradition, transparency and caution. Through comprehensive efforts to understand the complexities of greenwashing, the essential role of communication, and the power of empathy, the industry can continue to move forward.
The reality is that achieving perfect sustainability is likely an evolving goal. As Schnitker aptly puts it, human progress has always been “fraught with not a perfect trajectory upward.” The fashion industry must embrace the long-term nature of this journey, actively participating in the dialogue and collaboration necessary for sustainable evolution. This approach not only shapes a more eco-friendly industry but also fosters a community that values transparency, authenticity, and genuine progress.
About Stars Design Group: Founded by industry experts, Stars Design Group global fashion design and production house that helps clients bring their apparel to market. We consult, design, and facilitate production and delivery.
Understanding that the apparel industry is about evolution and not revolution, we continue to refine the way the industry does business. Embracing the latest 3D design and development software, we help to refine the design and approval process in a digital landscape, paving the way for rapid decisions and execution of programs while reducing mistakes, improving fit, minimizing returns, and increasing profit margins.
With a network of 67 factories in 14 countries worldwide, our relationships are generations deep. Being diverse in our manufacturing locations, we are nimble in an ever-evolving landscape and provide ethically manufactured apparel and accessories.