This post provides an index of key terms in the fashion and textiles industry. Understanding these terms will help consumers make educated decisions.
Fast fashion brands produce trendy clothes at an affordable price, and they release new designs frequently, encouraging consumers to shop constantly. While this model has been popular, there are signs that consumers are no longer as interested in cheap, poorly made apparel.
Greenwashing is false and misleading marketing techniques used by brands or companies to assure consumers the brand or company is more sustainable than they actually are. Some brands are greenwashing merely to sell more product, but it is a highly unethical practice. By understanding what greenwashing is and how to spot it, consumers can confidently steer clear and avoid purchasing products from deceptive brands.
Textile technologies– Antimicrobials
An antimicrobial is a substance that demonstrates the ability to control the growth of microorganisms such as bacteria, fungi, mold, mildew, etc. Antimicrobial finishes are used to treat products such as apparel, footwear, and home textiles in order to prevent the development of odor caused by bacteria and other microorganisms. By extending the use of textiles between launderings, antimicrobials can prolong the life of the treated product.
Transparency is to what degree a brand or retailer discloses about their policies, both social and environmental, their practices, and their impacts. Knowing the actual impact of an item enables consumers to make educated, responsible purchasing decisions.
Traceability allows consumers to follow a garment through its entire production process– knowing details such as where materials come from, how they are made, and the amount of water and chemicals used in their creation.
Sustainability certifications support textiles throughout the supply chain, testing products to determine whether textiles are produced ethically and responsibly. Textile certifications provide a benchmark for brands and retailers to achieve sustainable levels of production. Many brands are partnering with certification companies to add marks on to their packaging and hangtags so that customers know, at first glance, that they are purchasing safe, high-quality products. There are a number of certifications available for textiles. Two of the most well known are OEKO-TEX® and Bluesign®.
Carbon neutral
When a company is proclaimed “carbon neutral,” it means that they have achieved net-zero carbon emissions. They have offset the amount of carbon that they produce by either lowering carbon emissions elsewhere or by purchasing carbon credits.
Carbon zero
This occurs when there is no production of carbon emissions derived or emitted from a product. That product uses only renewable resources.
Carbon negative
Carbon negative is achieved by reducing a product’s carbon footprint to less than neutral, in effect removing carbon dioxide from the atmosphere.
Tips for consumers
Along with understanding these definitions, there are many practical actions consumers can take to live sustainably. The following share tips for: