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Sustainability in the fashion industry - why does it matter?

Geposted von Jurate Giedraityte am

Sustainability in the fashion industry - why does it matter?

<a href="">Designed by jcomp / Freepik</a>You might have heard about the terms "sustainable", "eco", "ethical" but do you really know what they mean, and why they are important? Sustainable fashion is a movement and process of changing the fashion industry towards greater ecological and social integrity. It concerns more than only addressing the fashion products or the textiles used for products. This means that sustainable fashion is adjusting their processes for the better future, taking into consideration many stakeholders - users and producers, all living species, contemporary and future dwellers on earth. Sustainable fashion is a countermeasure for fast fashion and many industry leaders are finally taking steps towards it. We, at Kameleon Rose, are proud to include more and more sustainable ways of working and production.


The problems with the fast fashion industry

<a href=''>Sale photo created by freepik -</a>

If you aren't familiar with the term fast fashion, this refers to a business model that uses cheap materials and labour to make clothing collections (example: spring, summer and so on) at a fast pace. It is also described as cheap, trendy clothing, that gets ideas from fashion shows and/or celebrity culture, and turns them into garments available online and in stores very quickly. Now, this might be convenient for shoppers but unfortunately, this business model has many drawbacks.


What is the impact of fast fashion?

Currently, fast fashion is contributing towards most pollution and it comes second to the oil industry. All this is due to the pressure to reduce costs of production and speed up its production time, meaning that corners are cut and environmental impact is ignored for a better profit. The drawbacks include the use of cheap, often even toxic textile dyes. The way those materials are made requires a lot of clean water, and a lot of water-polluting waste is created in the process. Moreover, the speed at which clothes are produced means that garments are disposed of by consumers more often, thus creating great amounts of textile waste which ends up in the landfills contributing to the pollution of the earth.



<a href="">Designed by mindandi / Freepik</a>

While we wait for all clothing companies to switch to more ethical work practices it still might take a lot of time until we see eco-friendly production. However, you can take a step forward now and contribute to a better, cleaner future avoiding the fast fashion industry, just by following a few simple steps.


Buy less

Most of us are guilty of buying clothes even when we don't need it. Instead try to reuse your current wardrobe by mixing and matching your clothes to create new styles, and try to make them last longer by following the care label instructions. Alternatively when buying garments look for convertible, multi-way clothing that can be used as many different style variations, for example, Kameleon Rose multi-way dress or pants.


Buy Sustainable Clothing

<a href=''>Summer photo created by tirachardz -</a>

If you want to be part of the sustainable fashion industry then buy only from eco-friendly companies. They tend to use recycled materials in production. Also, pay a visit to your local, smaller brand shops as they often tend to be more ethical than the big and fast industry brands. You can also expect better quality products overall, with some shops offering repair services when you need stitching up or fixing.


Shop at the second-hand shops

Have you ever been to a thrift shop before? If not then you should give it a go. There are plenty of vintage stores around with great offers, for example, £15 per kilogram and similar. Shopping at second-hand shops is the best way to reduce your clothing footprint. You will be surprised how many high-quality clothes you can find, some of them are even very unique and beautiful garment pieces.


Donate unwanted clothes

Finally, do wardrobe cleaning and donate the clothes you don't need or use anymore. There are special shops which aim to help people in need so when you donate to such a store you can be sure that you are helping someone who needs clothing. Alternatively, you can find stores that accept your clothes and take them for recycling.


Sustainability at Kameleon Rose

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Our garments are produced in Madagascar and Mauritius following only ethical conditions. Kameleon Rose clothing factory is certified by WRAP, the world's largest independent certification program in textiles. Some of the WRAP principles of ethical production include the prohibition of forced labour, the prohibition of child labour, environmental impact, and many more. We are constantly looking for more sustainable materials for our clothes until we will have the most sustainable travel clothing collection. We aim to have a positive impact on the planet and people. Join us, and join the revolution of the fashion industry.

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