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The urgency of global climate change has led the fashion industry to make greater efforts to implement sustainable environmental protection; further develop circular economy; achieve net zero emissions and other goals.

More and more fashion brands at home and abroad are speeding up the sustainable process from strengthening the use of degradable and recycled materials to products and outer packaging, opening up recycling and re-sale platforms, and opening Metaverse virtual fashion.
The fashion shopping search platform Lyst also summarizes the trend of sustainable change in the fashion industry through research on consumer shopping habits and analysis of trendy fashion brands.

Global sustainable fashion trends: development of used clothing upcycling, product restoration services…

Recently, the “2021 Sustainable Fashion Report” released by the British fashion shopping search platform Lyst, by studying the changes in platform users’ shopping habits and analyzing the fashion brands leading sustainable trends, concluded that in the past year, the fashion industry can be The trend of continuous change.

In the report, Lyst pointed out that due to the increasing environmental awareness of consumers, streetwear has been driven to consciously get rid of over-consumption and hype and shift to more sustainable production methods. For example, slowing down production, providing product maintenance and increasing the use of environmentally friendly materials. Of course, sustainable sneakers have also shown some commercial effectiveness, with demand for recycled sneakers increasing by 55% in one year.

At the same time, more and more fashion designers are re-upcycling old garments in their new collections, giving new life to old and forgotten pieces. This move is not only good for the environment, but also prevents excessive waste of product raw materials. Judging from the data of buyers on the Lyst platform, the number of consumers who support remanufactured products is also increasing every day, with searches for remodeled jeans up 321% year-on-year; page views focused on Bode, an American menswear brand that uses vintage and recycled fabrics A year-on-year increase of 278%.

Similar to the transformation of old clothes, there are second-hand clothing resale platforms launched by major brands. According to incomplete statistics from Caijing.com, luluemon, Valentino, and Crocs have all launched resale projects or established second-hand resale platforms. This move not only effectively solves the problem of product inventory, but also reduces the probability of secondary pollution caused by manufacturing.

In fact, using science and technology to develop new biodegradable materials related to nature in the laboratory to help products become more sustainable is also the latest move by brands to promote sustainable fashion. Last year, Stella McCartney and Hermès launched a mushroom leather bag, and Salvatore Ferragamo (Ferragamo) used orange fiber to create a capsule collection that caused heated discussions inside and outside the industry. In addition to the application of environmentally friendly materials to products, more and more brands have begun to focus on the development of environmentally friendly attributes of product packaging.

In addition, the fashion industry is encouraging consumers to take better care of their clothing. Luxury fashion houses such as Brunello Cucinelli and Hermès actively offer repair services, launching models of timeless products that can be repaired. Fashion brands such as Patagonia, Nudie Jeans, Raeburn, Barbour and Levi’s have also launched product repair services. On the Lyst platform, searches for brands that actively provide product repair services increased by 146% year-on-year, and searches for “repaired” styles increased by 103% year-on-year, with denim products being the most popular repaired styles.

However, since last year, the fashion industry has entered the metaverse, and brands have begun to explore the technological innovation brought by the metaverse. Perhaps, entering the Metaverse will bring many new possibilities for the sustainable development and reform of the fashion industry in terms of energy saving and emission reduction, and promoting recycling. Li Meng, chairman of Tianxiaxiu, also said to Caijing.com: “The Metaverse has greatly improved the efficiency of the real world and reduced carbon emissions in the real world.”

Domestic and foreign brands accelerate innovation of sustainable products

Judging from the recent developments of major fashion brands at home and abroad, it seems that they are paying more attention to their own sustainable development than ever before.

According to the incomplete sorting of life on Caijing.com, Skechers has established a multi-year global partnership with The Nature Conservancy, one of the world’s largest non-profit environmental protection organizations, and donated more than 800,000 US dollars to To help the organization protect ecologically important land and waters around the world, maintain the natural environment, and improve human well-being. In addition, Skechers has created our Planet Matters sustainable products covering men, women, adults and children. The series uses recycled materials and washable technology in the design and manufacturing process to reduce the impact on the ecological environment and prolong the use of products. life.

On the other hand, Anta started from the “Dogey” series that young people like, and launched the first environmentally friendly product in the footwear category – Domineering Environmental Protection Shoes, which uses environmentally friendly materials and green design concepts to “play” environmental protection into a new fashion. It is reported that Anta uses degradable or recyclable materials among the 20 components that make up the upper surface of the “overbearing environmentally friendly shoes”: from leather materials to mesh, from flying woven uppers to TPU applications, as well as unique cork textures patch. Wu Qiuzhong, senior planning manager of Anta’s brand shoe fast-reverse business department, said publicly: “We are not creating a ‘concept shoe’ that cannot be worn, but fully explore the properties of materials, and use Anta’s ingenuity and environmental protection to carry out technological innovation, to go Create an environmentally friendly shoe that can meet the actual wearing needs of young consumers.” “In the design of domineering environmentally friendly shoes, we not only start with materials, but also start with creativity. Use creative design to make environmental protection fashionable and allow consumers to wear It looks good, and at the same time feels Anta’s concept and attitude of advocating environmentally friendly life.” said Li Yan, director of Anta’s brand shoe fast counter business department.

Last month, Morgan Stanley Capital International (“MSCI”) upgraded Bosideng’s ESG rating from “BB” to “BBB”. Corporate Governance) is an investment philosophy and corporate evaluation standard that focuses on corporate environmental, social and governance performance rather than financial performance. Bosideng’s ability to complete the upgrade this time is due to the improvement of its scores on issues such as corporate governance, employee management and welfare, and product carbon footprint. The group has not only set a long-term goal of increasing the proportion of environmentally friendly products by 10%-20% every year, but also continued to strengthen the innovative research and development of light and warm down jackets and increase the application of new environmentally friendly fabrics in recent years.

The Day-namic series launched by the Italian luxury brand Moncler, which also focuses on down jacket products, also includes a selection of recycled materials. The “Recycled” logo patch and tag are specially marked.

As global luxury group giants, LVMH and Kering are also working hard to reduce the adverse effects of luxury brand production activities and address environmental issues such as carbon emissions. Among them, FENDI (Fendi), a subsidiary of the LVMH group, insists on purchasing high-quality sustainable materials, and widely introduces efficiency measures to produce high-quality products in a more responsible way, not only using cellulose fibers as a Inner lining and outer packaging materials, there are also plans to launch the FF Green Interlace capsule collection, the classic Peekaboo and Baguette bags made from certified FF cotton and recycled polyester. In addition, another high-profile initiative in the all-round sustainable development process is the “Hand in Hand” project, in which FENDI invited Italian artisans to transform its classic Baguette handbags into veritable works of art, intended to emphasize respect for timelessness Craftsmanship is an essential element of environmental responsibility.

Cartier, a subsidiary of Kering Group, announced that it has joined the “CEO Carbon Neutrality Challenge” initiative launched by Gucci President and CEO Marco Bizzarri, pledging to support the economic transformation of global business towards a nature-friendly, low-carbon direction. It is reported that the initiative, launched in 2019, emphasizes the need for companies to take positive actions and implement a comprehensive climate response strategy to bring a positive impact on the current climate change.

In order to have a deeper understanding of the strategic position of sustainable fashion in the hearts of various brands, Caijing.com and UGG launched a discussion on this.

Recently, UGG, a high-end lifestyle brand of DECKERS founded in California, launched the 2022 Spring/Summer Icon-Impact eco-friendly series of shoes again on the occasion of Earth Day and announced that it will launch a new Classic Mini made of recycled agricultural sheepskin this fall and winter. Regenerate. In fact, since UGG officially launched the FEEL GOOD project in 2020, it has continued to pay attention to the changes in the global ecology, and constantly explored and adopted more preferred materials. Therefore, UGG will make innovative sustainable materials throughout the product line, using lower carbon and environmentally friendly and higher quality materials than conventional materials. For example, UGG’s signature SugarSole foam is made from sugar cane, replacing petroleum-based polyethylene, reducing reliance on petrochemical feedstocks; UGG’s signature UGGplush Terry is made from responsible wool and global forests The Stewardship Council (FSC) certified plant-based fibre blend provides the same soft comfort and a lower carbon footprint.

when it comes to brands the original intention of the brand’s continuous efforts in sustainability, UGG said to Caijing.com Life: “UGG has always been paying attention to the changes in the global ecology, fulfilling the brand’s commitment to human beings and the earth, and realizing the vision of developing a sustainable future. We are always committed to giving back to the earth instead of taking it blindly, and strive to make a positive contribution to improving the ecological environment. Through continuous exploration and innovation of brand iconic materials, we will explore better solutions that are more beneficial to the environment and less impact on the earth’s resources , all want to take practical actions to reduce the negative impact on the environment.”

As for what innovations will be taken in the future to help sustainable environmental protection, UGG said: “We will continue to be committed to exploring and using more environmentally friendly materials, using lower carbon, more environmentally friendly, and better quality materials, including recyclable, renewable, Recyclable materials and innovative sustainable materials are used throughout the entire product line to reduce the pollution of product raw materials to the environment.” “In autumn and winter of 2022, the brand will officially launch a new Classic Mini Regenerate made of recycled agricultural sheepskin, which will fulfill the The brand’s commitment to environmental protection.” UGG added to Caijing Network Life.

In addition to moving closer to sustainability from the brand product level, UGG will continue to fulfill its Earth Day commitment last year, and continue to advance the process of helping 1 million acres (about 4046.85 square kilometers) of soil to complete the process of regenerative agriculture conversion until 2025.

Conclusion: “Sustainability” has always been a hot topic in the fashion industry. While creating products, how to minimize the negative impact on the environment is also a long-term challenge for luxury goods and fashion brands.