Unsustainable fashion is all about fast production and low costs to create mass amounts of clothing that can be made and sold at a cheap price. Think big companies that are dropping hundreds of new items a day at a low price. For a lot of companies, the main objective is sales and success which often means compromising on implementing ideals such as fair working conditions and eco practices to make the production process sustainable.

The opposite of fast fashion is slow fashion – small businesses who are mindful about the clothing they make and generally appeal to a smaller market than mainstream consumers. Slow fashion brands generally implement sustainability and choose quality over cost and speed.

Why is Unsustainable Clothing so Bad?

Unsustainable clothing and the fashion production industry causes huge environmental effects such as pollution to land and water of chemicals and microplastics. The heavy use of water, greenhouse gas emissions and exploitation and unsafe working conditions are all negative effects in this chain.

The United Nations Forum has actually identified the fashion industry as an environmental emergency. The industry is the second largest consumer of water and is responsible for 10% of global emissions, exceeding those from all international flights and maritime shipping combined. Reference here

1. Material Composition: 

What is the item made from? The choice of materials is a crucial determinant of a garment's sustainability. Unfortunately, the production processes for many commonly used materials, such as rayon and polyester, have significant environmental impacts. These materials are often derived from petrochemicals and require extensive water and energy during manufacturing, contributing to major environmental degradation.

2. Sustainable Alternatives: 

On the other hand, more sustainable options are available that lessen environmental impact. Materials such as upcycled fabrics, linen, and organic cotton are considered more sustainable. Upcycled materials reduce waste by reusing existing textiles, thereby minimizing the need for new raw materials. Linen, made from the flax plant, generally requires fewer pesticides and less water than cotton, making it a more eco-friendly option. Organic cotton is grown without harmful chemicals and uses far less water than conventional cotton, making it a better choice for the environment.

3. Production Impact: 

The environmental footprint of garment production is also a critical factor. The production of unsustainable materials like rayon and polyester not only consumes considerable resources but also involves toxic chemicals that can harm both the environment and human health. The processing and dyeing of these materials often lead to pollution of water bodies and degradation of ecosystems.

4. Care and Longevity:

The care instructions on a garment's tag can also provide insights into the item's sustainability. Garments designed to be low maintenance (e.g., requiring less frequent washing or lower temperatures) generally consume less energy throughout their life cycle. Additionally, high-quality construction and durable materials like what Iland Co make, indicate that a garment is made to last, potentially reducing the need for frequent replacements and thus diminishing its overall environmental impact.

By choosing garments made from sustainable materials, consumers can significantly reduce their environmental footprint. It is crucial to consider these factors when making purchasing decisions to support a more sustainable fashion industry.

At iland co, we have pivoted towards organic cottons in our latest designs. We also use EcoVero - a sustainable fabric alternative to regular viscose. EcoVero has a lower environmental impact, having 50% less carbon emissions than general viscose, and 50% lower water impact. Plus, it has EU Ecolabel certification, which guarantees adherence to environmental and sustainability standards throughout its life cycle. 

• Are they transparent about their process? 
• Are they doing anything socially good to counteract their environmental impact? 
• Usually if a brand is doing their part, they will be transparent about it and share some insight into what their practices are.

Of course, ‘greenwashing’ is a problem, where a brand uses the idea of being eco-friendly as an aesthetic rather than really doing anything on that front. So, try to look for what the brand has shared and grasp onto some actual facts on what they are doing to do their part. Simple things can also make an impact. 

• Do they have a buy swap sell page? 
• Do they share the organisations they are involved with? 
• Do they recycle or use recycled materials in their process? 

Packaging

Although it seems rather routine today, it’s noteworthy to know whether a brand has adopted something as simple as using sustainable packaging. 

Using eco-conscious packing is a simple switch or change a brand can implement to do their small part. Perhaps not having such packaging, can show their attitude towards environmentally friendly actions and that they haven’t given much thought to sustainability. Is the brand sending out their items in plastics or are they coming in paper or another form of more eco friendly material? What about the mailer bag it is sent in? These things can show whether they have or haven’t considered an easy eco alternative.

Packaging Considerations:

In addition to the materials and production processes, the packaging used by brands can also reveal much about their commitment to sustainability. Although it may seem trivial, the choice of packaging materials is a significant aspect of a brand's overall environmental impact. Many brands may place a disproportionate focus on the aesthetics and branding of their packaging, rather than its ecological footprint. This normally  leads to an emphasis on using materials that are more visually appealing but less sustainable.

Eco-conscious Packaging Choices:

Adopting sustainable packaging is a relatively straightforward initiative that brands can undertake to demonstrate their commitment to environmental stewardship. Eco-friendly packaging options include materials that are biodegradable, recyclable, or made from recycled content. For instance, replacing plastic packaging with alternatives made from paper, cardboard, or other plant-based materials can significantly reduce the amount of waste generated.

Indicators of Sustainability:

The type of packaging used can be a clear indicator of a brand’s attitude towards environmental concerns. A brand that utilises excessive plastic in its packaging or fails to offer a recyclable option may not have fully embraced sustainability. Conversely, brands that invest in eco-friendly packaging solutions are making a conscious effort to reduce their environmental impact. This includes not only the primary packaging but also secondary packaging elements like mailer bags and filling materials. Iland Co practices sustainable fashion on all our items including our Kimonos, dresses & Kaftans and Australian Resort Wear.

Reflecting Brand Values:

Ultimately, the approach to packaging reflects a brand's broader values and priorities. Brands that prioritise sustainability will consider the lifecycle impact of their packaging materials and opt for solutions that minimize environmental harm. This can be a crucial factor for consumers who are increasingly looking for brands that align with their own values of environmental responsibility.

By examining both the product and its packaging, consumers can gain a fuller understanding of a brand's commitment to sustainability. Brands that focus on eco-friendly practices (Like Iland Co) in both their products and packaging are likely to be more aligned with the principles of sustainable development.