In the millennial concept, consumption is not just a shopping behavior, it also represents a personal attitude. What you wear, how you wear it, and how you wear it are a manifestation of a clearly externalized personal statement. Therefore, environmental protection is becoming a fashion standard that is absolutely correct in almost any situation.
Big-name youthful strategy environmental protection is to protect the market
In the fashion world, the correctness of the three perspectives has become even more important. Environmental protection is one of the most prominent topics.
More and more international big names have announced the cessation of animal fur for their products. The members of the International Zero Fur Alliance are getting stronger and stronger. Calvin Klein, Giorgio Armani, HUGO BOSS, Ralph Lauren, Tommy Hilfiger, Gucci, Burberry, and other big names are almost endless. This is not just a choice of fabrics and design requirements, but also a direct promotion of a consumer attitude.
For example, Gucci, who became a fashion model because of turning losses, suddenly announced in October 2017 to join the International Zero Fur Alliance, promising to no longer use animal fur from the spring and summer 2018 series. Considered an important move towards a younger market. After announcing the measures, it was really welcomed by many young consumers, saying that they would buy Gucci products.
The role of big-name demonstrations is rapidly expanding. Even fast-fashion brands that don’t actually have much fur products, and e-commerce websites such as YOOX NET-A-PORTER, have announced their participation in the International Zero Fur Alliance. That’s right, even H & M, Inditex (Zara’s parent group) and so on.
Fast Fashion Quick Atonement Old Clothes Recycling Is Standard
Why are few fast fashion brands of fur products actively participating in the fur removal operation? Because when it comes to the unenvironmental protection of the fashion industry, many people will immediately point their finger at fast fashion. In the past, fast fashion brands were the most criticized for being environmentally unfriendly, because it accelerated the frequency of people’s renewal of clothes, made consumers blind, and a large amount of clothes was eventually discarded and seriously polluted the environment. However, Fast Fashion has worked hard in recent years to clean up its original sin in the environmental protection field.
In fact, many fast-fashion clothing brands have launched old clothes recycling services in stores, and returning their old clothes can get a certain discount when buying new goods. Many brands even went further, saying that their used clothing recycling projects are not limited to their own brand products, such as H & M.
In fact, in the small knowledge of garbage classification that has been popularized recently, used clothes belong to the category of recycled garbage. If you do it wrong, you really don’t deserve forgiveness. Because in Guangzhou, there were old clothes recycling cabinets a few years ago, distributed throughout the city. Not only can be seen in each residential area, but even WeChat and phone calls can be collected onsite. Of course, it will not be as rich as selling old newspapers, and if you do n’t know the correct method of recycling, throwing old clothes into the cabinet will be despised by your neighbors-you need to clean the old clothes and use Pack the bags and put them in the old clothes recycling cabinet. And, not only old clothes but old cloth dolls can also be recycled through this way-yes, DiorXKaws joint dolls worth hundreds of thousands of yuan, you can also deal with such environmental protection after playing.
What happened to the hundreds of thousands of Dior dolls? Many local designer brands that do n’t seem to eat the fireworks on the earth, for example, have also designed recycled materials into theme series, which have been pre-ordered by the brand ’s fans. The project invites design college students to redesign, using the art of design to make the concept of recycling more practical.
Sports is fashion, sports brands need to lead
Sports is an environmentally friendly and healthy fashion, so sports brands are responding more actively to environmental protection under the tide of health. In addition to advocating the spirit of organic environmental protection, the environmental protection research and development on the material fabric is also spared no effort to be higher, faster and stronger, and carry forward the spirit of leadership in sports.
Flyleather, which sports fans are familiar with, is actually a recycled leather material, although runners may only know that this material is lighter and more durable. According to the brand, this material is made from at least 50% recycled natural leather fibers and water, which saves 90% of water consumption and 80% of carbon emissions during the entire production process. In fiscal 2017, 75% of Nike footwear and apparel products used recycled materials.
Adidas, another sports brand giant, not only launched Adidas x Parley, an environmentally-friendly concept shoe made almost entirely of marine plastic waste but also continued to make efforts on the use of recycled materials. The person in charge of technology said that the innovative technology developed in cooperation with Adidas will not stop in footwear, and 3D printed clothing products and sports equipment based on recycled fiber will be the main cooperation direction.
According to the production plan announced by Adidas, the utilization rate of recycled polyester in the spring and summer 2019 clothing series will reach 41%. And by 2024, it will fully use recycled polyester fibers in its own clothing and footwear products. Of course, the person in charge said that running shoes made of recycled polyester feel comfortable, and there is almost no difference in comfort with the original polyester material. These sneakers and jerseys made of environmentally friendly materials such as plastic bottles and corn are becoming the new favorite in the market. Some fans will also buy it deliberately, although the recycled material series is even more expensive than ordinary running shoes. He believes that because the use of environmentally friendly recycled polyester or a sustainable alternative can get the support and favor of the new generation of consumers, and even become a positive product marketing method.
The age of environmentally friendly water-based leather
When all brands reject animal fur, they refuse to release hazardous chemicals. Water-based leather can truly achieve the same quality as animal fur and can achieve zero emissions of hazardous chemicals. Water-based leather is truly sustainable leather.
