Sustainability in Fashion: Driving Systemic Change for a Greener Future

The fashion industry has made significant progress in recent years, gathering valuable insights that are guiding the path toward a more sustainable future. As we work towards a net-zero world, aligned with the Paris Agreement, the urgency to integrate Environmental, Social, and Governance (ESG) factors into business strategies has never been more critical. However, while early steps like transitioning away from conventional fibers have been initiated, we still face the challenge of enacting systemic change across the industry.

The Need for Systems Change in Fashion

Transforming the fashion ecosystem requires a holistic approach—one that redefines business models, infrastructure, and how regions and nations operate to create meaningful place-based change. For established companies, this means making significant infrastructural shifts and engaging stakeholders at every level. At N Brown, our strategy involves empowering stakeholders with the necessary tools to reduce and measure environmental impacts. Equally important is disseminating this knowledge across the business, ensuring that employees at all levels understand how they can contribute to sustainable practices within their roles.

Opportunities and Challenges for Smaller Brands

Smaller brands and startups have the advantage of integrating sustainability into their business models from the very beginning. Their smaller supply chains make it easier to implement traceability and make informed decisions about sourcing and production. However, they often face challenges related to cost, especially when dealing with lower minimum order quantities (MOQs) and fewer resources for adopting responsible practices. Despite these challenges, the opportunity for innovation remains, though access to capital and resources can hinder progress.

Diversification: Navigating Risk and Opportunity

Diversifying business practices can help companies evolve, especially by leveraging their unique selling propositions (USPs). There’s significant potential in diversifying sustainable offerings, but it’s not without risk. The reality is that if sustainability were risk-free, the industry would have already reached net-zero commitments. For larger companies like N Brown, it’s crucial that any diversification efforts align with our broader mission while meeting customer expectations. If these efforts don’t resonate with consumers, they risk undermining the progress we’ve made in our sustainability transition.

Shifting Broader Societal Attitudes Towards Sustainability

The push for systemic change in fashion goes beyond individual businesses; it extends to broader societal shifts. Companies play a pivotal role in encouraging sustainable practices within communities, cities, and industries. However, consumer behavior also needs to change. This shift can be facilitated by raising awareness of the environmental impacts of fashion consumption and making sustainable products more accessible. Circular fashion practices, for example, can be made more attainable through the efforts of brands, governing bodies, NGOs, and local communities. At Future Fashion Fair CIC, we are exploring ways to build localized ecosystems in Greater Manchester, fostering a network of brands, businesses, and citizens dedicated to circular fashion.

Combining Top-Down and Grassroots Approaches

Achieving meaningful change in the fashion industry requires a combination of top-down strategies from businesses and a bottom-up approach from consumers and local communities. Every stakeholder, from suppliers to customers, must be involved in the process. If sustainability solutions are not made accessible to everyone, the industry’s progress toward sustainability will be limited. Ensuring that all parties have the resources and support they need is critical for long-term success.