The
Affordable
Sustainability
Movement
Exclusive. Expensive.
Inclusive. Affordable.
Sustainability is a trending topic within the fashion industry - but why is environmentally friendly clothing still so expensive and exclusionary?
Well, we want to change that.
While customers indicate they want to shop more sustainably, there’s still a huge gap between sentiment and action. While 52% of customers say they want the fashion industry to follow more sustainable practices, only 29% of consumers actually want to pay more for sustainably made versions of the same items.
Source: Nosto
That’s a problem, and why we’re doing everything in our power to make sustainable clothing more inclusive and affordable.
- Millennials like to research brands before they purchase—and while 69% of millennials say they look into claims of sustainability and eco-friendliness when it comes to clothing brands, only 37% actually bought from brands who focus on sustainability.
Source: Oeko-Tex - Only 11% of consumers purchased clothing with certified organic materials and only 8% of consumers purchased clothing with recycled materials.
Source: Fashion Revolution
Again, the intent is there. People want to shop more sustainably, but they feel like they’re being left out by the exclusivity of some of these brands.
The sustainable fashion market has developed in a way that sustainability is typically associated with a hefty price tag, specific aesthetic, and limited size range. Only certain consumers are truly targeted. And if our industry continues to develop like this, we won’t be able to make the necessary progress. Sustainable fashion does not need to be—nor should it be—expensive and exclusionary.
We’re not going to mince words on how we feel about this.
Our alliance is built on these core principles:
Unless sustainable apparel options become more accessible and affordable, our industry cannot become a positive force for the planet.
We are committed to making sustainable fashion affordable.
We are committed to making environmentally friendly shopping habits accessible to the masses.
We are committed to working with our partners and peers to evolve every part of our supply chain to collectively improve sustainable material cost structures.
Demand drives supply: The more consumers demand sustainable materials, the more cost-effective the materials can become, and the more our sourcing, innovation, and production of those materials can take place.
We are committed to pushing forward the materials and supply-chain innovation that can make a transformative difference in the way we make and sell apparel.
We are committed to favor transparency of our industry in a comprehensive and user-friendly way. It’s imperative that we build trust, especially with consumers not already familiar with environmentalism.
And we want you to join us on this mission.
We unfortunately can’t do this alone. Our industry can only push forward with making fashion a net-good for the planet if we bring in more people and brands—and work together to make sustainable fashion more affordable and accessible for all.
We’ll be formalizing our efforts into an industry group, and would be honored to have you as one of the first companies to join us on this journey.
Our partners...
