Clothing Industry: How Far Is The Road Of Low Carbon Fashion?

2009 after the Copenhagen climate conference, there was a choice.

Changes in lifestyle

Facing and thinking about the relationship between clothing and nature is one of the problems that Chinese garment industry must first consider and solve in the process of sustainable development.

Yan Jun, director of fashion luxury management project at Peking University, took the first time in micro-blog to discuss with Peking University's fashion and luxury management class.

It is discovered that "nature, society, human beings and clothing" have been mutually influenced by conflict, compromise, destruction and construction.

"After receiving the interview outline from your newspaper, I launched a small discussion on Sina, micro-blog and people on micro-blog.

Some netizens commented that "human clothing natural sorting itself is full of people's solidified thinking. In fact, it is people who dress because of nature. Therefore, we should first consider nature as the future direction of dress." I agree with this.

If the "man" discussed here is regarded as an individual or a group rather than a whole human being, and then slightly refined and expanded, I think the rational sorting should be "nature, society, man and clothing", and these four have formed the mutual influence relationship between conflict and compromise, destruction and construction.

For man, clothing and nature, nature alone is the most unlikely to achieve long-term compromise with people or clothes. "Man can conquer nature" is just an inspirational slogan. Setting the priority of nature is the top priority of fashion and human sustainable development.

In depth study of the relationship between clothing and nature, through scientific and technological innovation to produce materials, designs, products and business models that can not only adapt to and protect nature, but also meet the needs of Humanities and social needs, is the primary task and an inescapable responsibility of clothing people.

Find two: low carbon fashion, but is to restore people's basic feelings and needs for clothing.

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From the research of clothing specialty abroad, there are many related topics, but from the current status quo of our country, it is basically not very involved, or most of them are still in the research stage, and have not played a real role in the pformation and development of the industry.

"Many designers abroad are racking their brains to create, not only the so-called creativity and style, but how to change the raw materials to follow the" low carbon fashion "principle, not only to spread the awareness of environmental protection to fashion, but also to make fashion more popular and low-key.

In contrast, Yan Jun believes that there is still a big gap between us and international brands in understanding design creativity.

In the interview, he also gave some obvious examples. For example, GUESS introduced the environmentally friendly men's and women's jeans made of organic cotton. In marketing, it emphasized that this jeans, besides organic cotton production, also used a very small amount of chemical substances and simple washing methods in the washing process of each pair of trousers. Even the trademarks were printed with 100% RE paper and soybean made ink, which completely comply with the principle of environmental protection.

H&M's organic cotton clothing covers all kinds of underwear and coat, and specially hangs the trademark of "organic cotton" to show the difference.

But how many brands of Chinese clothing enterprises begin to care about whether their suppliers have the qualification of organic textile certification when they buy Fabrics? What textile enterprises are developing and obtaining international OE certification? Do we need to make accurate analysis and judgement on environmental consumer behavior, and suggest that our designers consider clothing re-use and redesign. When we are learning to do the development and distribution of environmental fashion products, should we pay more attention to the socialization, environmental protection and fashion marketing of products?

Find three: domestic enterprises do not have a deep understanding of the relevant human value components, design and production resources, and retail distribution strategy of foreign counterparts.

On the low carbon fashion, the global textile and garment enterprises are beginning to think and act, but Yan Jun also found that "China's textile and garment industry has not yet put environmental protection fashion into practice.

I am afraid that there are few enterprises involved in the environmental protection and fashion topics in the industrial chain. This is worth the attention of relevant departments, industry associations and enterprises.

Seeing that we still have a long distance in the catering process of low carbon fashion, Yan Jun also found that the efforts of the whole garment industry to pay attention to the humanities are far behind the pursuit of current interests. This is also one of the obstacles to the smooth expansion of Chinese brands that have the strength to enter the international market. "Some of the work in the humanities field, including the study of Chinese and foreign clothing history and clothing theory, is also confined to the academic level, but not to the market level.

Clothing and identity, clothing and geography, clothing and politics, clothing and human body, clothing and art, and other humanities achievements are generally difficult to apply, which is closely related to the overall concern of the industry and the media's communication orientation.

What is more alarming is that domestic enterprises' concern for foreign counterparts is mainly on design, products and word-of-mouth, and lack of in-depth understanding of their related human value components, design and production resources, and retail distribution strategy.

Most domestic enterprises are not familiar with the humanistic background of the international fashion industry and the composition and characteristics of the market and consumers, leading to the fact that the clothing predators who have the strength to enter the international market are still limited by local development.

I have discussed with European and American industry experts whether Chinese clothing enterprises can naturally get the right to speak in international fashion after they become bigger and stronger in the local market. They all think that the way that Chinese clothing brands become the world's leading fashion brands is still far away from the recognition of Chinese enterprises in the current international market and the troubles made by China.

This is why I am in the fashion of luxury fashion management with Peking University. I sincerely hope that a group of Chinese garment enterprises will have an important position in the international market.

Find four: leading fashion luxury brands are accelerating environmental protection, and fast fashion may end in low carbon fashion.

Today, environmental fashion has gradually entered the mainstream of fashion. It is also suggested that, as a fashion designer, the best way to choose a low-carbon lifestyle is to reject fast fashion.

According to reports, a 400 gram heavy polyester pants made in China, made in Indonesia and sold to the United Kingdom for sale.

It is assumed that its service life is two years, washing machines are shared 92 times, washed and dried by dryer, and the average time is two minutes for ironing.

The energy consumed by its "lifetime" emissions is about 47 kilograms, 117 times its own weight.

There is no doubt that fast fashion in the eyes of environmentalists is not only in but rather out.

In this regard, Yan Jun also felt a hint: "despite the popularity of fast fashion in recent years, a new fashion revolution has also been introduced, but high-speed circulation means waste is inevitable.

The key is fast fashion brand's most popular material -- man-made fiber and polyester are the "big household" who consume energy.

At the same time, the fast fashion trend and the off consumption concept of fast fashion trend are also contrary to the prevailing environmental consumption concept. However, some international fast fashion brands have begun to embody the humanities concerns and environmental protection concepts in the fields of strategy, design, marketing and retailing, and take effective environmental protection measures in all aspects of production.

For example, they are committed to the selection of recycled, recyclable, organic and fair trade certified clothing materials, as well as the creation of natural printing and dyeing, manual weaving and hand embroidery for people in the region.

Is it necessary to rethink the future development of Chinese brands that imitate or clone fast fashion? And the leading fashion and luxury brands that were once grabbed by the fast fashion are also accelerating the construction of environmental protection.

They use funds or rely on brand influence to participate in environmental fashion activities, including organizing the environmental fashion design competition, announcing the ban on non environmental materials, opposing unfair trade and animal testing, employing environmental celebrities to host brand promotion or brand endorsements.

Among them, there are many practical details worth learning, learning and thinking from the Chinese apparel industry.