It's amazing that fast fashion brands can sell clothing for so cheap given how much fabric they waste. Right now fast fashion retailers mainly rely on opaque supply chains that mask cheap labor practices to keep churning out $20 jeans. But such conditions have been receiving increased scrutiny ever since Rana Plaza.
Reaping the rewards of fast fashion at such a high moral cost, no longer works for many consumers, especially when they learn that next to oil corporations, the fashion industry is the second largest polluting business in the world and one of the most abusive.
Perhaps necessity does breed innovation after all. To help solve this environmental problem, brands, such as Beru, Reformation, and Christy Dawn are combatting the issue of waste by reusing what most brands regularly throw away. By making use of surplus materials from the large fashion houses, such as 7 For All Mankind, these designers use deadstock materials, fabric remnants leftover from other brands and garment factories.
Sofia Melograno, founder of Beru, a zero waste children’s clothing line creates her entire collection from unused textiles.
“I think there’s a misconception that eco-fashion is “crunchy granola” and not aesthetically appealing. That is far from the truth,” says Melograno. “I like the elevated level of innovation that comes with being a zero waste designer.”
Large scale brands like H&M, Nike and others are adopting similar practices of using the materials that are right in front of them, that they've already paid for and that are the exact same quality.
It's an obvious no-brainer. Perhaps it can be a win for consumers and the environment too. Imagine buying cheaper fashion that was made fairly. Sounds pretty good to us too.