Brands Are Also Using Their Own Actions To Prove That They Are "Really Green".

A lot of people are talking about environmental protection when they are right and wise. They can get to themselves, but they are unable to move on.

Chopping the hands of the party members unlimited shopping desire, bought a lot of things they do not need, in fact, is a waste, is the biggest environmental protection.

Between desire and environmental protection, knowing how to choose is a way of life and a sense of responsibility. Buying only the fashionable products that you need, buying classic and durable fashion products, and reducing purchases are actually a kind of environmental protection.

Stella McCartney, designers insist on not using animal skins or fur; ZARA recommends environmental protection knitted fabrics; last year opened the largest environmental protection flagship store in Hongkong; Salvatore Ferragamo launched a series of shoe bags made of cork and environmental synthetic materials; RAW for the Oceans was converted into tannin by recycling marine plastic waste.

Making costumes.

With the increasingly severe shortage of resources and environmental challenges, circular economy is fundamentally divorced from the pattern of "taking, manufacturing, abandoning" the linear production and consumption mode, and turning to the product and resource life more than once, which is also called closed-loop management mode.

On this basis, H&M proposes a closed loop fashion model to examine the whole industry value chain from a new perspective and change the fashion design, production, pportation, purchase, use and recovery mode.

H&M's old clothes recycling project has been in operation for several years. Customers can send their old clothes to H&M for recycling, so that they can get a discount coupon, which can be used when buying new clothes.

In March 31st of this year, Kai Yun group and Worn Again, a British textile environmental technology company, and

Signed a cooperation agreement, trying to use technology to achieve textile recycling, at present, some of the Conscious environmentally friendly products made from recycled fiber have been sold in H&M shops.

In August 26th, the H&M environmental conscious action foundation also announced the launch of the first global change award, which aims to promote the truly breakthrough environmental philosophy and promote the closed loop fashion model to protect the earth's natural resources.

"The first issue in the fashion industry is no longer" what is the latest trend? "But" what innovative ideas can promote a closed loop business model? "Said Rebecca Earley, Professor of sustainable textiles and fashion design at University of the Arts in London and director of the textile future research center.

This can also be regarded as the direction of the future fashion industry's efforts in environmental protection.

What is really green?

Although many efforts have been made in environmental protection, fast fashion brands such as H&M are often criticized as "not environmentally friendly". This is largely due to the fact that fast fashion itself advocates the "original sin" of fast fashion, which provides consumers with the fastest and fastest fashion in the shortest time.

Generally speaking, fast fashion clothing is cheap, but the texture will not be particularly good, because the trend of time effectiveness is obvious, and the elimination rate of clothing is also very high. Anyway, it is highly recommended to buy casual casual wear and no pain.

But behind this, from cloth production, printing and dyeing, etc., it costs resources and manpower and material resources, and produces a lot of toxic substances and pollutes the environment.

Although it includes

Many of the brands have shifted from environmental protection such as simple packaging, environmental protection or product environmental protection to environmental protection and pollution control at the source of production. Environmental protection still has a long way to go for fashion brands, which requires more money and energy.

The most important thing is to realize that the environmental protection and sustainable development of the fashion industry is not a matter of the brand itself, but a fashion industry chain. Besides the input of fashion brands in production and marketing, consumers, as part of the whole industry chain, should also take part in it and shoulder their responsibilities.