Despite the growing demand for sustainable fashion, most consumers don’t want to pay more for it and so sustainable clothing can been seen as something for the privileged few. So, what’s the solution?
Why isn’t sustainable fashion more affordable? The answer lies in the production process and materials used. Sustainable fashion brands prioritise ethical practices, such as fair wages for workers and environmentally friendly production methods. Additionally, sustainable materials like organic cotton or recycled fabrics may be more expensive to source and manufacture, further contributing to the higher price point. These factors can drive up the cost of the final product compared to fast fashion alternatives. In contrast fast fashion comes with a human cost which ranges from sweatshops (yes, they still exists) to child labour and modern slavery conditions – and more.
Fast fashion has revolutionised the fashion industry at a cost to the environment and human rights.
Another reason sustainable fashion may not be as affordable is the scale of production. Fast fashion brands typically mass-produce clothing at a rapid pace, which allows them to keep costs low and prices competitive. In contrast, sustainable fashion brands often operate on a smaller scale, producing limited quantities of each item to minimise waste and environmental impact. This smaller scale of production can result in higher costs per unit, making sustainable fashion less accessible to consumers on a tight budget.
The solution to making sustainable fashion more accessible for a range of budgets is not a cut-and-dry solution. There are a range of factors at play both macro and micro, a few examples include governments needing to tighten up on labour laws and impose sustainability regulations for brands, brand leaders need to understand the need for change to help our environment and the consumer has to create the demand for change.
Consider sustainable fashion pieces as investments “buy better and buy less”
As a consumer we have the power to create change simply by shopping more consciously. While sustainable fashion may be more expensive upfront, it’s important to consider the long-term benefits. Investing in high-quality, ethically made clothing can lead to a more sustainable wardrobe that lasts longer and reduces the need for frequent replacements. Additionally, supporting sustainable fashion brands helps promote positive change in the industry by encouraging more companies to adopt eco-friendly practices.
Consumer demand has the power to create real change
By actively choosing to support brands that prioritise eco-friendly practices, we can drive the industry towards a more sustainable future. It is also crucial to hold accountable those brands that are not yet meeting the necessary standards, encouraging them to do better for the planet and its people.
