Ethics and Sustainability in the Mass Market | Página 24

Fashion is the third largest polluting industry in the
world. The future needs to see change in the supply
chain. Elimination of the most harmful practices
such as toxic pesticides needs to be demonstrated
practically, even if it is carried out slowly. It is becoming
increasingly apparent that fashion can be a sustainable
industry (Ecouterre, n.d), demonstrated through brands
spoken about in this article.

Consumers need to become more aware as to
whether the ‘sustainable fashion brands’ are really doing
just that. Attention needs to be paid as to whether this
isn’t just good marketing strategies.
Should companies really be spending so much on
eco-wear marketing when it is obvious in surveys
mentioned that this isn’t a consumer want?

It is becoming increasingly apparent that in
the future minimum wages will be on the rise and this
is a solution to the bad quality of life in third world
countries. In 2013 minimum wages in Bangladesh went
from 3,000 taka to 5,000 taka (cleanclothes,org, 2013),
but is this still enough?

Wearing second hand clothing should become
more fashionable especially with the rise of second hand
clothes selling apps depop and ebay (Ecouterre, n.d).
The researcher has seen that wearing retro and vintage
fashion is starting to become increasingly popular in
youth fashion.

Figure 24

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