Use of organic and sustainable materials: Many fashion brands have started using organic cotton, recycled polyester, bamboo, Tencel/Lyocell fabrics which are produced from sustainably managed forests and plant based materials. Adidas, Puma, Nike, Patagonia etc are widely using recycled polyester made from plastic bottles in their clothing range. Adidas also has a goal that by 2024, 50% of the polyester used in its products will be recycled. Brands like EILEEN FISHER are pioneers in using pre-consumer recycled fabrics and fibers like recycled nylon in their clothing line. Use of organic cotton helps reduce water consumption, pesticide use and preserves biodiversity compared to conventional cotton farming.
Closing the loop – Focus on recycling and reuse: Several brands have launched take-back and recycling programs to keep clothes in use for longer and divert waste from landfills. H&M launched its garment collecting program in 2013 which allows customers to bring back any item of clothing, from any brand, of any condition in stores to be recycled. The recycled materials are then used to make new clothing items. Urban Outfitters also launched a pants recycling program in 2021 where customers can send back any pair of old pants which will be cut up and remixed into new fibers. Adidas launched its first shoe made entirely from recycled materials called the Adidas Futurecraft.Loop which can be remolded and remade infinitely without quality loss.
Prioritizing minimal waste production: Many brands are redesigning their manufacturing and supply chain processes to minimize waste production right from the raw material sourcing and garment construction stage. Techniques like pattern engineering, minimized fabric cutting, reuse of fabric scraps helps reduce waste from factories. Levi’s Waste