So, you have decided you want to have a sustainable wardrobe. No more fast fashion- no! You've learned that fast fashion is costly to ecosystems and communities around the world. And now, you want to slow things down by making your wardrobe sustainable.
But with greenwashing being a documented problem, how do you know the items you select are actually sustainable?
First, Let's Define Greenwashing
Greenwashing refers to a practice where companies/brands trick the public into believing that they are doing more to protect the environment than they actually are. Given the rise of environmental consciousness among consumers, it has become a common practice in recent years.
Greenwashing manifests differently in different industries. In fashion, it involves labels lying about how their garments are produced, like the materials used, labour practices, and certifications. One estimate suggests that up to 39% of sustainability claims in the industry could be deceptive.
This presents a challenge to consumers: how do you know a piece of clothing is actually sustainable? Well, there are several things you should pay close attention to when shopping.
Sustainability Checklist
1. Materials
A cloth is its fabric. The material used to make a garment will largely determine its environmental footprint. Thus, if you're shopping for sustainable clothing, you want to pay great attention to the fabric it's cut from.
In this regard, natural fabrics like cotton, wool, and linen are the most sustainable option. Their cultivation and processing may be slower, but it has a smaller footprint than synthetic fibers made from plastic polymers.
Synthetic fibers make for non-durable clothing that sheds microplastics and doesn't break down well in the environment. And although there is a push to recycle polyester, less than 1% of clothing today is actually made from old textiles.
2. Quality
Did you know that every year, the world produces about 92 million tonnes of textile waste? This accounts for about 11% of plastic waste. A big reason behind it is the fact that clothes are not as well made anymore; consumers discard 60% of their clothes within a year of purchase.
Thus, if you want to be sustainable, you have to choose quality. A long-lasting garment is a sustainable garment. It is well designed and sewn even better, meant to be worn for years without losing its style or quality. Look for garments with timeless designs and a quality make.
3. Production
How the clothes are made also matters. Today, the vast majority of fashion items are mass-produced in factories where people work in unsafe conditions for long hours and a poor wage. It's no wonder such workshops are colloquially known as sweatshops.
Sustainability means fair wages and safe working conditions. So, when shopping for sustainable clothing, pay attention to the brand's labour practices. Ask yourself, who do they work with? Do they support local crafts, artisans, and/or community initiatives? If yes, that is a sustainable brand.
4. Certifications
Brands make a lot of claims that, as a consumer, are hard to scrutinise and ascertain yourself. But worry not; you can always check their certifications. A certification is an official seal or recognition proving that a company meets specific standards.
In fashion, you want to look out for one or more of the following:
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B Corp, which certifies that a company benefits people, communities, and the environment
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Sustainable Kenya, a local certification that shows a business is committed to sustainability in the country
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Fairtrade, which certifies that the rights of farmers and workers were respected during production
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GOTS, a textile supply chain standard
Sustainable Fashion: The Wild Rose Way
Wild Rose is a sustainable Kenyan and B Corp-certified fashion brand based in Nairobi. Using 100% organic cotton- decorated via the age-old tradition of block printing- we make stylish shirts and dresses perfect for any occasion.
Our pieces areprinting – to last a lifetime so you can slow down and assemble a wardrobe you'll be proud of. Shop now.
