Undoubtedly 2021 shows the continued need for all fashion stakeholders–brands, retailers, and consumers–to champion innovation and a circular model, reducing waste and using resources more efficiently (Amed et al., 2020). An Earth Day consumer study from consulting firm Kearney revealed that 40% of consumers feel more anxious about their environmental impact than they were pre-coronavirus, and 46% are now more likely to purchase eco-friendly products (Nishimura, 2021). Another positive result of the pandemic is that years of innovation and change took place in only months as the world was forced to adapt (Amed et al., 2020). Indeed, now is the time to build on this momentum and support developments in technology and trends that will lead to a sustainable future in the fashion industry.
Recent years have seen a major increase in the development and use of bio-based materials, such as vegan leather, vegan denim, and hemp. Therefore the challenge now is to scale these technologies to the point that they can replace environmentally damaging fabrics (Chan, 2021). The fashion industry sees the need to produce recyclable fabrics in order to create eco-friendly clothing that gives back to the environment.
For example, Kearney’s survey focused on adopting plant-based options across sectors from food to apparel. Findings showed that 76% of shoppers are considering buying plant-derived products in the coming months, with 18% of those specifically planning on buying clothing. However, price is a concern for consumers as well (Nishimura, 2021).
Beyond materials, styles are evolving also. Following “athleisure,” “athflow” mixes athleisure and flowing loungewear. Consequently this new style bridges the gap between lounging and professional apparel (Global Sources, 2021). The changing styles, influenced by the increase in time at home the past year, combine comfort and function. As a result, sporty silhouettes are combined in casual everyday wear. These are made of soft, breathable fabrics that stretch, such as second skin materials that graze the body closely.
Another trend is the growing popularity of protective features, such as UV and moisture management combined with an odor control technology. It is important to note that such finishes protect the textile, not the wearer (Warren, 2021, March 10). On the other hand, thermoregulation features are also growing in popularity, and these help the consumer maintain body temperature in order to maximize both performance and comfort (Gupta, n.d.).
Of course technology will continue to offer new possibilities at an accelerating pace. For example, Adidas offers a monomaterial jacket developed from plastic waste (Chua, 2021), and The North Face is using a 100% natural, renewable insulation in new collections (Friedman, 2021). Smart clothes are also gaining momentum, connecting with apps to gather metrics to improve health and performance. For instance, some of these currently include:
In conclusion, what sustainability looks like for brands, retailers, and consumers will continue to evolve over time, but it will be vital in all its forms. The fashion industry will see further rentals, recycling and upcycling, and resale growth. To demonstrate, retail analytics firm Future Market Insights projects that the category will rise from $30 million in the United States in 2020 to $70 million by 2027 (Schiffer, 2020). To sum up, as Paris-based designer Kevin Germanier emphasized, “Sustainability is not a trend, people need to stop thinking of it as a trend” (Data and sustainability, 2020).
Amed, I., Berg, A., Balchandani, A., Hedrich, S., Rölkens, F., Young, R., Jensen, J. E., & Peng, A. (2020, December 1). The State of Fashion 2021. McKinsey. https://www.mckinsey.com/~/media/McKinsey/Industries/Retail/Our%20Insights/State%20of%20fashion/2021/The-State-of-Fashion-2021-vF.pdf
Chan, E. (2021, January 21). Seven major sustainable fashion trends to propel the industry forward in 2021. Vogue. https://www.vogue.co.uk/fashion/article/sustainable-fashion-trends
Chua, J. M. (2021, May 18). This monomaterial adidas jacket exposes truths and tradeoffs of circular design. Sourcing Journal. https://sourcingjournal.com/topics/sustainability/adidas-futurecraftloop-anorak-recycling-primaloft-parley-for-the-oceans-280263/
Data and sustainability now musts for brands and retailers. (2020, December 3). Women’s Wear Daily, 2. https://wwd.com/business-news/business-features/data-sustainability-musts-brands-retailers-1234668992/
Friedman, A. (2021, March 16). The north face crafts heritage collection with HD wool insulation. Sourcing Journal. https://sourcingjournal.com/topics/raw-materials/north-face-hd-wool-insulation-renewable-regenerative-agriculture-savory-institute-268297/
Global Sources. (2021, April 15). Go with the athflow. https://www.globalsources.com/gsol/I/Womens-capri/a/9000000150339.htm
Gupta, S. (n.d.). All weather clothing. Technical Textile. https://www.technicaltextile.net/articles/all-weather-clothing-3288
Hunt, R. (2021, February 12). 13 best smart clothing for performance and health (2021 update). WTVOX. https://wtvox.com/fashion/smart-clothing/
Nishimura, K. (2021, April 22). Covid’s spurring consumers to go green. Will brands seize this opportunity? Sourcing Journal. https://sourcingjournal.com/topics/sustainability/kearney-earth-day-sustainability-plant-based-apparel-covid-upcycling-resale-275709/
Schiffer, J. (2020, July 29). Secondhand shoppers worry about their favorite local spots. New York Times. https://www.nytimes.com/2020/07/29/style/secondhand-clothes-coronavirus-safety.html
Warren, L. (2021, March 10). How the denim industry is navigating protective textile treatments. Sourcing Journal. https://sourcingjournal.com/denim/denim-mills/antiviral-finishing-denim-viraloff-viroblock-coronavirus-sustainability-266904/