Redefining Fashion: The Eco-Chic Revolution of Reuse in the Industry

The environmental impact of clothing production and consumption is significant and encompasses various stages of the fashion supply chain.

Reuse in the fashion industry, as promoted by initiatives like H&M's Garment Collecting program, plays a crucial role in mitigating some of these impacts. 

% Breakdown of Climate Impacts across H&M Value Chains

Here's an overview of the environmental issues associated with clothing production and consumption and the role of reuse:

1. Resource Use: The production of textiles requires large amounts of natural resources, including water, land, and energy. The use of pesticides, fertilizers, and toxic chemicals in agriculture and textile manufacturing can contribute to environmental pollution.

2. Energy Consumption: The energy-intensive processes involved in spinning, weaving, dyeing, and finishing textiles contribute to carbon emissions.

3. Water Consumption: Textile dyeing and finishing processes are water-intensive and can lead to water pollution if not managed properly.

4. Waste Generation: The fashion industry generates substantial waste during the manufacturing process, including cut-off fabric scraps and unused materials. Discarded clothing contributes to the growing issue of textile waste in landfills.

5. Pollution: The discharge of chemicals from dyeing and finishing processes can contaminate water sources, affecting ecosystems and aquatic life. Synthetic fibers shed microplastics during washing, contributing to water pollution.

REUSE IN THE FASHION INDUSTRY:

1. Extended Product Lifespan:

   - Second-Hand Markets: Reuse through second-hand markets, thrift stores, and online platforms extends the life of clothing items, reducing the need for new production.

   - Rewear Initiatives: Programs that promote rewearing and repurposing garments contribute to a more circular economy.

2. Waste Reduction:

   - Textile Recycling: Reusing textiles through recycling processes helps divert clothing from landfills and reduces the environmental impact of textile waste.

   - Remake Collections: Turning unwearable items into new products, such as remake collections, reduces the overall waste generated by the fashion industry.

3. Energy and Resource Savings:

   - Reduced Production: Extending the lifespan of clothing items through reuse reduces the demand for new production, conserving resources and energy.

   - Rental Services: Rental models promote shared use of garments, reducing the need for individual ownership and decreasing the overall demand for new clothing production.

4. Consumer Awareness:

   - Education: Initiatives that educate consumers about responsible consumption, proper care, and the environmental impact of clothing encourage more sustainable choices.

While reuse in the fashion industry is a positive step, addressing the environmental impact also requires improvements in sustainable production practices, adoption of eco-friendly materials, and responsible disposal methods for clothing at the end of their life cycle. A holistic approach involving both producers and consumers is essential for achieving a more sustainable and environmentally friendly fashion industry.

KEY SUSTAINABILITY GOALS:

Category	Target	Timeline	Achievement  (as of 2022)
Climate	Reduce absolute scope 1, 2 and 3 greenhouse gas (GHG) emissions by 56% (baseline 2019)	2030	8% reduction in scope 1 and 2 emissions and 7% reduction in scope 3 emissions
Materials and Resources	100% of materials in commercial goods to be either recycled or other more sustainably sourced materials	2030	84%
30% of materials in commercial goods to be certified recycled	2025	23%
Packaging	Make 100% of packaging from recycled or other more sustainably sourced materials, with a preference for post-consumer recycled materials	2030	85%
25% reduction in plastic packaging (baseline 2018)	2025	44%
Water	Reduce absolute total freshwater use by 30% (baseline 2022)	2030	The goals for 2025 and 2030 are part of their new water strategy. Therefore, their achieved result in 2022 relates to their previous strategy. They reduced the relative production of water usage by 38%, compared to the 2017 baseline (driven by a 21% water recycling rate and 21% improvement in relative water efficiency).
Reduce absolute total freshwater use by 10% (baseline 2022)	2025

KEY POINTS FROM H&M's SUSTAINABILITY INITIATIVES:

1. Garment Collecting Program: H&M's Garment Collecting program, established in 2013, is the world's largest of its kind. It encourages customers to bring in unwanted clothes or textiles, regardless of the brand or condition, to be recycled, reused, or reworn. This initiative aims to divert textiles from landfills and close the loop in the fashion industry.

2. Three Categories of Sorting:

   - Rewear: Wearable clothes are sold as second-hand clothing, extending their lifespan.

   - Reuse: Unwearable items are repurposed into new products, such as remake collections or cleaning cloths.

   - Recycle: Clothes and textiles that cannot be reworn or repurposed are shredded into textile fibers, which are then used for insulation materials and other applications.

3. Take Care Concept: H&M encourages customers to extend the life of their garments by adopting sustainable practices, such as proper washing and recycling. The Take Care concept is available online and provides information on how to care for clothes to make them last longer.

4. Rental Service: In 2019, H&M introduced a rental service in one of its stores in Stockholm. This service allows customers to rent outfits from the Conscious Exclusive collections, promoting the idea of owning a look without owning the garment. This rental model contributes to reducing the demand for new production and encourages a more sustainable approach to fashion consumption.

INITIATIVES BY OTHER GLOBAL AND INDIAN BRANDS IN THE FASHION INDUSTRY:

Brand	Initiative	Key Highlights	Achievement Levels
Patagonia (Global)	"Worn Wear" Program	- Encourages customers to repair, reuse, and recycle their clothing. - Offers repair clinics, trade-in programs, and second-hand sales.	Saved over 100,000 pieces of clothing from landfills in 2021.
Levi's (Global)	"Water <Less" Campaign	Utilizes water-saving techniques in denim production, reducing water usage by up to 96% in certain processes.	- Saved over 3 billion liters of water since the campaign's inception in 2011. - Implemented Water <Less techniques in 67% of Levi's products by 2020.
Adidas (Global)	Sustainable Material Adoption	-  Adoption of sustainable materials like recycled polyester, organic cotton, and eco-friendly alternatives to leather. - Collaboration with suppliers to source sustainable materials. - Emphasis on transparency in the supply chain. - Research and development for new sustainable materials and manufacturing techniques.	- Produced over 15 million pairs of shoes using recycled plastic waste in 2020. - Aim to use only recycled polyester in all products by 2024.
"Futurecraft Loop" Sneakers	- Introduces fully recyclable sneakers where materials can be returned, recycled, and reused. - Aims to create a closed-loop system for shoe production, reducing waste and promoting sustainability.	- Successfully launched the first generation of fully recyclable sneakers in 2019. - Ongoing development and consumer testing to refine the closed-loop process.
FabIndia (Indian)	Sustainable Handloom and Craftsmanship	- Promotes traditional Indian handloom and craftsmanship. - Supports local artisans and sustainable practices. - Commits to ethical sourcing and fair trade practices.	- Over 55,000 artisans are supported across India. - Expansion of sustainable product lines year over year.
Anita Dongre (Indian)	Grassroot by Anita Dongre	- Launched Grassroot, a sustainable fashion label. - Focuses on eco-friendly materials and ethical production practices. - Uses organic fabrics, handcrafted techniques, and supports rural artisans.	Average textile upcycled every month at House of Anita Dongre:  2000 kgs of textile waste and 400 Godharis (Maharashtrian textile) made.
Zara (Global)	Textile Recycling Program	- Customers can bring old clothing to Zara stores for recycling. - Wearable items are donated or sold as second-hand clothing. - Unwearable textiles are recycled into new fabrics or products. - Program aligns with Zara's sustainability goals and promotes circular fashion practices. - Promotion through in-store signage and collaborations.	Collected over 34,000 tonnes of clothing for recycling since the program's inception.

In conclusion, the collaborative effort between consumers and suppliers stands as a pivotal force in combating climate destruction within the fashion industry. By fostering a symbiotic relationship, where awareness drives action and innovation, we pave the way for a fashion industry that not only embraces sustainability but also thrives in harmony with the planet. Together, through shared responsibility and collective action, we can eliminate the climate destruction caused by fashion and usher in a more sustainable future for generations to come.

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