From science-based temperature targets to global net zero carbon emissions, there's an array of climate-related topics. The historic event also highlighted public appetite for sustainable change in the fashion industry. But what is sustainable fashion, and how have fashion brands begun stepping up their commitments towards eco-friendly development goals?

Major industry players reacted quickly after the summit. Following discussions at COP26, fashion giant Vogue  commented that alongside the bold actions required from policymakers ‘the fashion sector is more on the hook for climate action than ever’.

As a marketplace seller in today’s fashion and clothing sector, you undoubtedly face stiff competition. But according to research by Vogue, sustainable fashion could be the key to gaining a competitive edge in an increasingly global market. In October 2020, 65% of consumers reported that sustainability is an important factor when making a fashion purchase. Less than a year later (in May 2021) that percentage has increased to 69%. Consumer intent to buy sustainable clothing is unavoidably on the rise. So how can you ensure your business effectively navigates a greener fashion world?

We’ll begin this guide by exploring the importance of sustainable fashion, following up with actionable tips to help you put sustainability and ethical fashion basics into practice as a forward-thinking marketplace seller.

• Why is sustainable fashion important?
• How to strive for sustainability as a seller
• What’s next for sustainability in fashion?

What is sustainable fashion, and why is it important?

The fashion industry is one of the world’s biggest polluters. According to the UN, around 215 trillion litres of water are consumed by the clothing industry every year. On top of that, the sector is responsible for approximately 8% of the world's greenhouse gas emissions and almost 9% of microplastic losses to the world’s oceans.

The recent rise of ‘fast fashion’ — low-priced but stylish clothing that moves quickly from design to retail stores to meet trends — puts an intensifying strain on the environment.

Research conducted by Greenpeace found that the UK is the epicentre of fast fashion in Europe, with each person buying over 26kg of clothing every year, compared to an average 16kg for people across mainland Europe. With growth in consumption comes an increase in clothing waste — effectively turning fashion items into another type of single-use product.

In recent years, sustainability has begun to turn more heads. Just as consumers today are scrutinizing the food and chemicals they consume, there’s an active shift in purchasing decisions when it comes to contributing to a cleaner environment with sustainable fashion.

The sustainable fashion movement considers the entire supply chain and life cycle of a garment, from where it was sourced to where it ends up. As an all-inclusive term, sustainable fashion describes the products, processes and people involved in achieving a carbon-neutral, socially responsible fashion industry.

In summary, sustainable fashion is an approach that benefits the fashion industry, society at large and, of course, the environment through:

1. Sourcing
2. Manufacturing
3. Designing

Let’s take a look at these three elements in turn.

1. Sourcing

Sustainable sourcing has quickly become a top priority for fashion brands. But, every part of the production chain must transform, from sourcing raw materials to shipping goods to the consumer.

A 2019 survey conducted by McKinsey a majority of sourcing executives claimed they aspire to source at least 50% of their products using sustainable materials by 2025 to help benefit their business’s bottom line — and the environment.

Sourcing innovative fibres and fabrics is a popular choice for forward-thinking marketplace sellers. For example, some fibres and fabrics are made from bio-based materials and waste by-products. Bio-based materials such as vegan leather made from mushrooms or pineapples, and fibres made from wood pulp represent just a few options. 

These naturally-sourced alternatives use fewer valuable raw materials and natural resources while simultaneously creating less lasting waste, because they’re fully biodegradable. 

2. Manufacturing

While the number of products containing sustainable materials remains low at the moment, key organisational decision-makers envisage a major scale-up in the next few years. The fashion industry is heavily reliant on fossil fuels, with the vast majority of clothing — around three quarters — made from synthetic fabrics created using non-renewables like crude oil.

To contribute to the scale-up of sustainable manufacturing, production materials should be organic or natural, and free from harsh chemicals. Manufacturers should also reduce the excessive use of water in production and manufacturing processes. The bottom line is that sustainable clothing manufacturing must make as little negative impact on the environment and the people working in clothing factories as possible.

3. Designing

Often overlooked, the design stage is increasingly recognised as a critical opportunity to shape the future footprint of a clothing item. This is done by identifying a fabric’s recyclability (which is significantly lower for blended fibres and fabrics) and how its qualities can be effectively managed throughout the recycling process.

Consumers dispose of roughly 48 million megatons of clothing every year; in short, an adjustment to fashion industry practices is well overdue. For the industry to become more sustainable, brands and sellers need to rethink the ways they  design, produce and use resources to ensure that garments last a long time. Technology, innovation and consumer engagement are all critical to the success of sustainability in fashion.

How to strive for sustainability as a seller

In this section, you’ll find a series of actions you can take as a marketplace seller to integrate ethical and eco-friendly practices into your day-to-day business activities