Fast Fashion Leads Environmental Craze

In the idea of "millennial generation", consumption is not only a shopping behavior, but also a personal attitude. You are what you wear. What you wear and how to wear are all obvious externalized personal manifesto. Therefore, environmental protection is becoming a fashion standard that is almost "right" in almost any case.

Environmental protection is the strategy of protecting the market.

In the fashion world, "three views right" becomes even more important. Environmental protection is one of the most important topics.

More and more international brands announced that their products should be stopped using animal fur. The members of the international zero fur alliance are growing stronger. Calvin Klein, Giorgio Armani, HUGO BOSS, Ralph Lauren, Tommy Hilfiger, Gucci, and Gucci... The list of big names is almost endless. This is not only a fabric selection and design demand, but also a direct publicity of a consumption attitude.

For example, Gucci, who became a "fashion pacesetter" because of "turning losses into profits", announced in October 2017 that he joined the international zero fur alliance and promised to no longer use animal fur from the 2018 spring summer series. It is considered an important move to transform the young market. After announcing the measures, many young consumers were welcomed and indicated that they would buy Gucci products.

The exemplary role of big cards is expanding rapidly. Now there are even fast fashion brands that do not actually have much fur products, and YOOX NET-A-PORTER, an e-commerce website for distribution channels, has announced that they are joining the "international zero fur alliance". Yes, even H&M, Inditex (Zara's parent group) and so on are listed.

Fast fashion, quick atonement, old clothes recycling is standard.

Why are there very few fast fashion brands of fur products and will take an active part in the "fur removing" action? Because when it comes to the lack of environmental protection in the fashion industry, many people will immediately point to fast fashion. In the past, fast fashion brands were the most criticized "unenvironmentally friendly" because they accelerated the frequency of people's clothing updates, made consumers blind, and accumulated large amounts of clothing eventually discarded and seriously polluted the environment. However, in recent years, fast fashion has tried hard to clean up its "original sin" in the field of environmental protection.

In fact, many fast fashion clothing brands have launched the "old clothes recycling" service in stores. If they return the brand old clothes, they will get a certain discount when buying new products. Many brands even went further, saying that the "old clothes recycling" project is not limited to this brand product, such as H&M.

In fact, in the small knowledge of garbage sorting that has been popularized recently, the old clothes belong to the category of "recycling garbage". 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. Not only in residential areas, but also WeChat and phone calls for collection. Of course, it won't be as rich as selling old newspapers. If you don't know the correct way of recycling, throw your old clothes into the cupboard, and you will be despised by your neighbors. You need to wash your old clothes, put them in bags, and put them in the old clothes recycling cabinet. And not only old clothes, old cloth dolls can also be recovered through this way - yes, hundreds of thousands of dollars worth of DiorXKaws joint doll, after playing tired you can also be so environmentally friendly.

What happened to hundreds of thousands of Dior dolls? A lot of local designer brands that do not look like a pyrotechnic person, such as "exceptions", have also designed recycled materials into a series of themes, which are preheated by the fans of brand names, and the "main man" of natural cotton and linen wind is also continuing to carry out the old clothes recycling project. Students from design institutes are invited to redesign, and the art of design is used to make the idea of recycling and recycling become more realistic.

Sports are fashion and sports brands should be more "leading".

Sports is an environmentally friendly and healthy fashion. Therefore, sports brand is more positive for environmental protection under the tide of health. In addition to promoting the spirit of organic environmental protection, the environmental protection research and development on material and fabric is also sparing no effort to "higher, faster and stronger" and promote the spirit of "leading the race" in sports.

Flyleather, a popular sport fan, is actually a renewable leather material, though running fans may only know that this material is lighter and more durable. According to the brand, this material is made from at least 50% recycled natural leather fibers and water, and the whole production process saves 90% of water consumption and 80% of carbon emissions. In fiscal year 2017, 75% of Nike's footwear and clothing products used recyclable materials.

Another sports brand giant Adidas not only launched Adidas x Parley, which is almost entirely made of marine plastic waste as raw material, but also continued to exert strength in the use of recycled materials. Technology related responsible person said that the innovative technology developed with Adidas will not stay in footwear. 3D printing clothing products and sports equipment with recycled fiber will be the main direction of cooperation.

According to the production plan announced by Adidas, the utilization rate of recycled polyester will reach 41% in the spring summer clothing series in 2019. It will also be used in 2024 to make full use of recycled polyester fibers in its own clothing and footwear products. Of course, the responsible person said that the use of recycled polyester shoes feel comfortable, and raw polyester materials in terms of comfort almost no difference. These sneakers and jerseys made of environmentally-friendly materials such as plastic bottles and corn are becoming new favorites in the market. Some fans will also buy them specially, though the series of recycled materials is even more expensive than ordinary running shoes. He said: "because the use of environmentally-friendly recycled polyester or the adoption of a sustainable alternative can be a new generation of consumer support and goodwill, and even can become a positive way of product marketing."