Have you come across the term “sustainable fashion”? It is a very current trend and we will briefly introduce it to you

In English, sustainable fashion is often expressed by the term “sustainable fashion” or “slow fashion”, as it creates a counterpoint to “fast fashion”.

Negative features of “fast fashion”

This “fast fashion” is unfortunately one of the symbols of our times and is characterised by inexpensive clothes, shoes and accessories, mass-produced in a way that far exceeds demand. The word “fast” here refers not only to the actual production process, but also, and especially

to the decision-making process when a customer chooses clothing

to the actual delivery of the ordered clothing, and last but not least

to the actual use of the purchased clothing, which is usually only short-term.

In addition, fast fashion production is often associated with alarming working conditions of workers in textile factories, the use of child labour and the use of technologies and processes that are incompatible with modern environmental trends.

Sustainable Fashion as a Solution

For all the reasons mentioned above, sustainable fashion is increasingly coming to the fore.

From a manufacturer’s point of view, it is about choosing materials that are of the highest quality but still affordable, and technologies and production methods that uphold the principles of fair trade and have the lowest possible impact on the environment.

On the other hand, when it comes to the customer, the consumer, the emphasis is on making them aware of the principles on which sustainable fashion is built, and first considering whether they actually need the item and will use it to its full potential.

Customer interest in sustainable products is proving to be on the rise, including in the Czech Republic, with more and more shoppers interested in product ingredients, the quality of materials used and whether they are Fair Trade or GOTS certified, for example. It is also becoming increasingly fashionable to own clothes, shoes or accessories made by recycling older pieces or possibly even completely different materials.

Bi-cotton as a trendy material

A popular material, typical of this trend, is organic cotton or also biobased cotton, which is obtained from cotton plants that have not been genetically modified and whose cultivation does not use dangerous sprays. The growing and processing of organic cotton thus fulfils all the requirements of sustainable fashion. The quality of cotton is also reflected in the end consumer, who appreciates its exceptional properties, especially its softness, breathability and the fact that it is also suitable for allergy sufferers.