From production waste to the burning of unsold stock, the damage caused by fast fashion and unsustainable manufacturing practices is rapidly taking its toll on the environment. While it might feel like much of the damage has already been done, small changes, such as supporting environmentally conscious brands or becoming a savvy and sustainable consumer, can help flip the script on what it truly means to shop smart.

Invest in sustainable manufacturing

According to the Ellen McArthur Foundation(opens in a new tab), one truckload of clothing is burned or landfilled every second, and less than 1% of new clothing is turned back into new clothes. If you like wearing clothing on your body, it’s well past time to focus on supporting brands that actively champion renewable and sustainable fashion processes.

Thankfully, a number of organisations are already taking the necessary steps to change the way they create their clothes. Adidas is removing virgin plastic from their supply chain, Nike is striving for 100% renewable energy, and Levi’s (opens in a new tab)has turned their focus to saving water during the production of their jeans. Considering it can take up to 1800 gallons of water just to make one pair, this is a major step. In choosing a more sustainable process, Levi’s has already saved the planet more than 3 billion litres (opens in a new tab)of water and recycled 2 billion litres to boot. 

The overarching goal is to ensure that by next year, 80% of their products will be made using this innovative technique. The brand also launched Project F.L.X (future-led execution) in 2018, which automates the production and finishing process, reduces time to market, and removes thousands of chemical formulations from the jeans finishing process.

Curb your unnecessary purchases

If there’s one thing the internet has become really good at, it’s selling us things we don’t need. From online advertisements to newsletters, ads that stalk you across multiple websites, and global sales (hello Black Friday and Cyber Monday), we’re constantly encouraged to shop till we drop. Instead of bagging a bargain at the whim and mercy of the next marketing email in your inbox, focus your efforts on only buying clothes you actually need. By consuming less, you’ll be doing your part to help curb the fashion churn and burn while millions of discarded clothes sit in landfill and clog our oceans.

You might even consider refreshing your wardrobe by borrowing, swapping, upcycling, shopping vintage, ensuring you're purchasing quality fashion(opens in a new tab) (opens in a new tab)or even making your own clothes from old items in your wardrobe.  

Step outside the material world

It’s no secret that most of our clothes go through a complicated system of human labour, raw materials, multiple stages of transport and packaging before they reach the shelves and then our wardrobes. To help ensure this process is less damaging to the environment, organisations and fashion lovers alike can help by investing in sustainable alternatives to harmful, synthetic fabrics. These include everything from organic hemp, linen and cotton, to Tencel® and vegan fabric, Pinatex. 

Thankfully, a number of global brands have already got the message loud and clear. For example, Levi's was a founding member of the Better Cotton Initiative(opens in a new tab). This initiative is focused on ensuring the cotton for their products is ethically and sustainably sourced. The key now lies in encouraging as many other brands as possible to follow suit, and continue the industry’s slow but powerful transition to sustainable fashion.