The fashion retail sector cannot return to its environmentally damaging pre-Covid processes and unsustainable levels of mass production, a new report has warned, with innovation now more important than ever. Market Intelligence platform Edited, which reports on retail sustainability trends, warns that while the fashion industry grapples with rising inflation and a looming recession, sustainable initiatives can’t afford to fall by the wayside, especially with climate shifts accelerating and customers becoming more vigilant about greenwashing.
“It’s clear that the businesses poised to thrive are those that are doubling down on innovation designed to minimise environmental impact,” the report says. With several elements falling under the umbrella of sustainability, the report suggests that retailers need to take a “stripped-back approach” and focus on improvement across the main areas bearing the most significant brunt on the environment, namely, material extraction, production and transportation and consumption and end of lifecycle.
Edited found that 37% of products described as ‘sustainable’ contain some level of recycled polyester. Despite overproduction levels and textile waste, most recycled polyester in the market comes from polyethylene terephthalate (PET) bottles, not recycled garments. “These can’t be recycled at scale, underscoring the need for new solutions with less reliance on plastics and strains on natural resources,” Edited says.
Retailers are diversifying their assortments with other natural alternatives to neutralise inflated cotton prices. Hemp has seen an upswing of 15% year-on-year, while the use of bamboo in material compositions has grown 5% year-on-year. Leather has experienced a plant-based overhaul, driven by retailers such as Coperni, Stella McCartney and Ganni investing in animal-free options like grape, mushroom and apple leather to minimise their footprint.
The market hasn’t widely adopted bio-based leathers despite these investments – products described as vegan are still dominated by synthetics, further adding to plastic pollution.
