“Sustainable fashion is possible with Clean Fashion practices.”
Clean Fashion: is a fashion movement that brings together a product or service that is processed with materials and sustainable methods that respect people and the environment throughout its entire life cycle, with the consumer. Textile industry, which is one of the leading sectors in the world, poses many problems in terms of the practices used in the current situation and the environment, human health and workers' rights. Clean Fashion: is of great importance to identify the problems in the current situation and produce solutions. A more sustainable fashion may be possible with clean approaches to be brought.
The fashion industry is one of the industries that most need water. According to the Ellen MacArthur Foundation, 93 billion cubic meters of water is consumed per year for textile processes. This number is equivalent to the amount of water required to fill 37 million Olympic swimming pools. Water use can be reduced with alternative clean approaches to protect the natural resource balance.
If we look at the world in general, the number of workers working in the textile sector is 430 million. This means that one in eight workers is involved in the fashion and textile industries. There is a lot of effort in this industry. In the textile production process, it is very important to create working areas suitable for Occupational Health and Safety and to provide fair rights.
Chemicals or auxiliary chemicals are used in the textile production process. These chemicals harm nature and human health, directly or indirectly, to a great extent. The damage to the environment should be minimized by reducing the chemicals used, by using them back, or by choosing alternative approaches without chemical processes.
It has been understood during the pandemic process that comes with COVID-19 that; It is very important to “accelerate sustainable trends” to add value to products. New season planning should be looked at with alternative sustainable approaches, recycling should be a part of the process, current stocks should be updated for use in future seasons and adapted to the digital world. It is inevitable for brands that cannot keep up with this wind of change to stay in the background.
To complete the life cycle of the product or service, the concept of "sustainability" should be removed from a marketing tool, ensuring that production is “really” sustainable, and transparently reflecting the production processes of the brand should become a goal.
Advantages of Clean Fashion
· Increases brand prestige as it brings environmental and social improvements.
· Eliminates the damage caused using chemicals.
· It does not disturb the balance of natural resource use.
· It supports a conscious consumer structure.
· It supports ethical practices that are in harmony with the environment.
· It reduces the carbon footprint.
· It is a movement to protect animal life.
· It supports workers' rights.
· It gives answers that will see the positive effect of long-term investments.
· Costs are reduced with technologies implemented within the framework of circular economy business models.
Now we must live with the future in mind. We must create a new fashion world with our preferences and footprints.