Green tide! How to consume more fashion?

Green tide! How to consume more fashion?

In the concept of “millennials”, consumption is not only a shopping behavior, but also a personal attitude. You are what You wear. How and what you wear is an obvious personal statement. As a result, environmental protection is becoming a fashion standard that is absolutely “right” in almost every situation.

Environmental protection is the “insurance market”

In fashion, “three things right” has become even more important. Environmental protection is one of the most prominent topics.

A growing number of international brands have announced the end of animal fur for their products. The number of members of the international zero fur federation is growing, including Calvin Klein, Giorgio Armani, HUGO BOSS, Ralph Lauren, Tommy Hilfiger, Gucci, Burberry…The list of big names is endless. This is not only a choice of fabrics, design requirements, more is a direct advocacy of consumption attitude.

For example, Gucci, which has become a “fashion model” due to its “turnaround”, suddenly announced to join the international zero fur federation in October 2017, promising to stop using animal fur from its spring/summer 2018 collection. It is seen as an important step in the transition to a younger market. After the announcement, many young consumers welcomed it and said they would buy Gucci products.

The demonstrative function of big brand is expanding rapidly. Now even fast fashion brands that don’t actually have A lot of fur products, as well as e-commerce sites like YOOX net-a-porter, are announcing their participation in the international zero fur alliance. Yes, so do H&M, Inditex, the parent group of Zara.

Fast fashion “quick redemption” old clothes recycling is standard

Why do fast fashion brands with few fur products actively participate in the “fur free” campaign? Because when it comes to being environmentally unfriendly in the fashion industry, many people immediately point the finger at fast fashion. In the past, fast fashion brands were the most criticized as “not environmentally friendly”, because they accelerated the frequency of updating clothes, which made consumers blind, and a large amount of clothes were finally discarded and seriously polluted the environment. But fast fashion has worked hard in recent years to clean up its environmental SINS.

In fact, many fast-fashion clothing brands are offering “hand-me-downs” in their stores, where returning their old clothes gives them a discount on new purchases. Many brands go even further, saying that their recycling programs are not limited to their own products, such as H&M.

In fact, old clothes belong to the category of “recycling waste” in the garbage sorting tips that have been popularized recently. If you do something wrong, you really don’t deserve to be forgiven. Because in guangzhou, a few years ago there were “old clothes recycling” cabinets distributed throughout the city.Can see in each dweller village not only, still can WeChat even, the phone asks to come to collect.Of course, it won’t be as profitable as selling old newspapers, and if you don’t know the right way to recycle, throwing your old clothes in the closet will be looked down upon by your neighbors — you need to clean them, bag them, and throw them in. And, not just old clothes, old cloth dolls can also be recycled this way — yes, hundreds of thousands of dollars worth of DiorXKaws co-branded dolls can also be disposed of environmentally when you’re tired.

What happened to the Dior doll with hundreds of thousands of yuan? A number of local designer brands, such as exception, have made recycled materials into themed collections, which have been eagerly pre-ordered by their fans. Inman, which is featured by natural cotton and hemp wind, also continues to carry out the recycling project of old clothes, inviting students from design colleges and universities to redesign, using the art of design to make the concept of recycling and reuse more realistic.

Sports is fashion, sports brands should be more “leading”

Sports is a fashion of environmental protection and health. Therefore, sports brands respond more positively to environmental protection under the tide of health. In addition to advocating the spirit of organic environmental protection, we spare no effort to “higher, faster and stronger” in the environmental research and development of materials and fabrics, so as to carry forward the “leading” spirit of sports.

Flyleather, as sports fans know it, is also a recycled leather material, though running fans may only know it’s lighter and more durable. According to the brand, the material is made from at least 50% recycled natural leather fiber and water, saving 90% water consumption and 80% carbon emissions in the whole production process. In fiscal year 2017, 75% of Nike’s footwear and apparel products used recycled materials.

Adidas, another sportswear giant, has not only launched adidas x Parley, an environmentally friendly shoe made almost entirely from ocean plastic waste, but has also continued to push for the use of recycled materials. The innovative technology developed with adidas will not stop at shoes, but 3D printed apparel products and sports equipment made of recycled fiber will be the main direction of cooperation, said the head of technology.

According to the production plan announced by adidas, the utilization rate of recycled polyester in its spring/summer 2019 clothing series will reach 41%.And by 2024 it will be able to use entirely recycled polyester in its own clothing and footwear. Of course, officials say there is little difference in comfort between running shoes made with recycled polyester and those made with raw polyester. These use plastic bottles, corn and other environmentally friendly materials to make sneakers, jerseys, is becoming a new favorite in the market. Some fans even buy them for collection, even though the recycled material range is more expensive than regular running shoes.”By using environmentally friendly recycled polyester or using sustainable alternatives, it can gain the support and goodwill of the new generation of consumers and even become a positive way of marketing products,” he said.

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