When the words “sustainable” and “fashion” are uttered, a million of different things rush into our minds. However, when the two words are combined, the definition can be a bit misled. What exactly is sustainable fashion? To some, it may be a fallacy. While to others, it is a tendency.

According to a survey amongst 30,000 consumers from 60 different countries by Statista, the number of consumers willing to invest in sustainable fashion rose from 45% in 2011 to 55% in 2014. If consumers are willing to pay a price for sustainability, we think it’s important to know the essence of sustainable fashion? So, here are the 4 things related to sustainable fashion you need to know about.

 Fast Fashion Vs. Slow Fashion

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In simple words, fast fashion means keeping up with trends on a regular basis, which requires the production of garments on a regular basis, leading to mass production and further enhancing damage to the environment. Brands that follow the practice of fast fashion tend to sell their products at a very low-price. But, who’s really paying? The 40 million garment workers around the world, with poor living conditions and low wages are.
“Buy less, choose well, make it last.”- Vivienne Westwood perfectly defines slow fashion with this quote. Slow Fashion is the practice of focusing on the quality of a product, instead of the quantity. Slow Fashion brands use organic cotton to make their garments which is much safer for the environment. Furthermore, this practice is environmentally-friendly and thus making it the perfect definition of sustainable fashion.

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The fashion industry is known to be the second largest pollutant industry in the world, so yes it does affect the environment in ways you wouldn’t believe! Over the past twenty years, things have rapidly changed in the fashion industry. Twenty years ago, consumers would purchase pricy products seasonally. This shows that the fashion industry was working in a healthy manner, and consumers considered the quality of a product over the quantity of a product. However, things have changed. With the growing number of fast fashion companies, consumers have become eager in purchasing. Three out of four garments tend to end up in landfills. To create one plain t-shirt, requires 2720 liters of water. This is how much fashion affects the environment and this also why sustainable fashion movement is in need.

“Sustainable Fashion is not stylish”apparel-blue-jeans-casual-1082529.jpg

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To the world, sustainable fashion is dowdy and passé. Having said that, sustainable fashion is the total opposite. The number of ethical fashion brands are growing in number every single day, worldwide. Each brand offers a different kind of style, making sustainable fashion rather well-built. Designers are working smartly and morally to create products requiring minimal waste. Eco fashion is now at $5 billion per year, whereas ten years ago it was only at $1billion. Surprisingly, sustainable fashion brands now offer everything; ranging from retro all the way to chic elegant.

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Better late than never, Indonesia has played its part with sustainable fashion. Here are several sustainable fashion brands you can take pride in wearing:

(a.) Kana Goods: One of the most well-known ethical fashion brands in Indonesia is none other than, Kana Goods. This brand focuses on using natural materials with indigo dyes and contemporary handwritten batik. They are gender-friendly.

(b.) Cinta Bumi Artisans: Cinta Bumi specialises in barkcloth, originated from Central Sulawesi. The main aim is to bring back the barkcloth-making tradition in Indonesia, in an ethical manner.

 (c.) Imaji Studio: Playing a major part in sustainable fashion, Imaji Studio uses 100% handwoven cotton with the help of local artisans to create their products. This not only gives artisans the exposure they deserve, but it also promotes ethical fashion. Imaji Studio uses the Japanese aesthetics as their primary inspiration, conserving intentional beauty in handmade objects.

 Want to know more? 5 Sustainable Indonesian Fashion Brands That You Can Wear And Save The Earth With

Tags: Fashion, Ethical Fashion Brand, Slow Fashion, Sustainable, Ethical Fashion, Fast Fashion