Is It True That Environmental Protection Or Waste Fashion?

With the development of social culture and economy, consumers' consumption concept is changing with each passing day, and their consumption power is also rising. Fast fashion apparel rises with its low price and fashion style in the apparel industry and gradually changes people's concept of clothing. The durability of clothing is no longer the pursuit of people, and the service life of clothing is greatly reduced.

However, for many reasons, old clothes are facing difficulties in recycling and reusing. In the face of environmental tests, clothing brands have made strange moves to spanform old products, use biodegradable materials, sign environmental agreements, and improve original technologies. From brand marketing to designer creativity, environmental protection has gradually become a popular trend in the clothing industry. It has been praised in the past 2018. And whether the brand's response to environmental protection is really out of the need to protect the environment or the fashion trend that is generated by fashion trends deserves our careful consideration.

First, fast fashion brand.

H&M

In early 2018, in response to the call of the Danish nonprofit organization Global Fashion Agenda, to support the recycling development of the fashion industry, a total of 64 fashion companies such as H&M have formulated specific environmental targets, with a view to improving the sustainability of product production in the next two years. The environmental protection goal of H&M is that as of 2020, the cotton products used in the whole series of products are sustainable, and by 2030, 100% of the materials will be recycled or other sustainable sources. The current proportion is 35%.

In April 18, 2018, H&M held a series of H&M environmental conscious action exhibitions in Shanghai, using flax, sustainable cotton, real silk, Tencel TM and regenerated polyester fiber and other sustainable materials. It also introduced a 100% recycled nylon fiber ECONYL ECONYL made from fishing nets and other nylon wastes.

In order to express its determination to support the development of the fashion industry, H&M joined the Make Fashion Circular program launched by the Ellen MacArthur Foundation foundation in mid May 2018. The plan aims to reduce waste in the global fashion industry by recycling raw materials and products. H&M has launched its old clothes recycling program since 2013.

Gap

Gap joined the Make Fashion Circular program in May 2018. In September 2018, Gap launched the autumn new product series on the theme of "GOOD CREATES GOOD creation and beauty". The highlight of this season's new product is the Soft Wear Denim tannin series using Washwell intelligent water washing technology. It is reported that the technology is Gap's unique environmental water washing technology, which has saved 7 million litres of water since it was put into operation for 2 years.

Sports brand

Adidas (Adidas)

In 2015, Adidas became the global partner of Parley for the Oceans (marine environmental protection organization). In the same year, it launched almost all environmental protection concept shoes made of marine plastic waste as raw materials, and was named "Adidas x Parley". Data show that in 2017, Adidas sold about 1000000 pairs of sneakers made of marine plastic garbage, with 5 million pairs in 2018 and 11 million pairs in 2019.

Adidas's CMO Eric Liedtke said it plans to replace all the plastic used in the manufacture of the shoes by 2024 as regenerative polyester. According to Adidas's plan, the utilization rate of recycled polyester will reach 41% in its spring summer clothing series in 2019.

Nike (Nike)

Nike has been recognized as the most recyclable polyester material in the industry in the past 4 years. In fiscal year 2017, 75% of Nike's footwear and clothing products used recyclable materials.

In September 2017, Nike developed a new type of recycled leather material, Flyleather, which was made from at least 50% recycled natural leather fibers and water. It saved 90% of water consumption and 80% of carbon emissions in the whole production process. Nike Grind is an environmentally-friendly material made from the raw material and product color matching process. Now 71% of Nike shoes and clothing products are used in this material.

In addition to the development of recycled materials, Nike also introduced Flyknit technology in environmental protection. Compared with the common tailoring, the technology produces less waste. At the same time, all the uppers of the technology series are made of recycled polyester yarn. In May 2018, Nike also signed the fashion environmental protection initiative Make Fashion Circular. In December 2018, Nike and Danish non-profit organization Global Fashion Agenda reached a strategic cooperation agreement.

Fashion brand

Bestseller (bestseller)

In May 2018, Heartland, the parent company of Danish Fashion Group, announced that it had established a joint venture with its Danish Biotech Corp Pond through its investment company BRIGHTFOLK to enhance Pond's R & D capability in the field of bio based textiles. In July 2018, the group of Jack, Jones, ONLY, Vero Moda and other more than 20 fashion brands announced that they would launch a new brand Selected People for the middle end market on the basis of the existing product mix.

This new brand is the main line of sustainable development in the fashion industry, and has undergone some changes in the raw material procurement process. Initiatives in environmental protection show that the company and its parent companies have begun to try to inject environmental concepts into the brand culture of the group, expecting to build up the brand fashion in the future with the help of environmental protection.

Jiangnan cloth

In June 2018, Jiangnan Buyi announced the launch of a brand new fashion environmental brand REVERB in China to complement the group's multi brand expansion strategy and diversify its business through diversification of brand and category mix. It is reported that REVERB takes Circular fashion as the brand philosophy, and brand style is the main sport, asexual and sustainable fashion.

Compared with other brands of new technology and new materials, the environmental protection advocated by Jiangnan Buyi is more like the need of multi brand matrix, and is also a test for the market. Of course, in the face of diversified needs of consumers of different ages, gender and occupation, the development route of multi brands is also a good policy.