Your Comprehensive Guide To Understanding Ethical Clothing
Ethical and sustainable fashion—two buzzwords we hear all the time. But what are they all about?
The fashion industry has grown a lot over the years. Previously known for methods that weren’t always mindful of the environment, the fashion industry is now evolving towards more responsible practices.
With growing awareness around sustainability, more brands are prioritizing eco-friendly materials and processes. This transformation is not only about enhancing the look of fashion but also about making positive choices that benefit the planet.
Sustainable fashion is rooted in the concept of development that meets the needs of today without stealing from tomorrow—a principle the UN defined way back in 1987.
The Rise of Ethical Clothing
The rise of ethical clothing is more than a trend; it’s becoming a statement.
It’s a call to action to protect not only the planet but also the people and animals that make our world rich and vibrant. The fashion supply chain has long overlooked its impact, but now, more consumers are becoming mindful of the choices they make.
In fact, according to a 2021 study by McKinsey, 67% of consumers consider the use of sustainable materials to be an important factor when purchasing apparel (Source: McKinsey).
The message is clear: people want fashion that doesn’t compromise the future.
Environmental Challenges Faced In Fashion Over The Years
1. Ethical Manufacturing
Behind the glossy ads and low price tags, several garment workers toil in unsafe conditions, earning a fraction of what they deserve.
There are over 40 million garment workers worldwide, yet only a shocking 2% of them are paid a living wage. (Source: Earth Day). These workers—mostly women—are often pressured to work in factories that value speed and cost-cutting over basic human rights.
Many brands continue to use sweatshops, where workers are forced to endure long hours for little pay, often in environments that expose them to harmful chemicals without any protection. Toxic dyes and harsh conditions aren’t just a part of the process—they’re a daily reality for the people who make our clothes.
As consumers are waking up to the truth, it’s time for brands to step up. A 2022 survey by Fashion Revolution found that 85% of shoppers believe brands should be responsible for the welfare of workers. (Source: Fashion Revolution). All brands should prioritize ethical production practices, ensuring that workers' health and well-being are safeguarded.
2. Supply Chain Transparency
It’s no longer enough for brands to simply mention sustainability—they need to show genuine transparency. Consumers expect clear evidence of responsible practices, not just statements about being "green" or eco-friendly.
In the 2023 sustainability report, fashion brands received an average overall score of just 26%. Alarmingly, 70 out of the 250 brands assessed scored between 0-10%, highlighting the industry's widespread need for improvement.
It’s not just about honesty. It's about being ethically correct and morally transparent. True transparency means brands should openly share the realities behind their clothing—who made it, how it was made, and whether the people behind it were treated with respect and fairness.
3. Animal Welfare
When we talk about ethical fashion, we can’t overlook the impact it has on animals. Fashion has a long history of exploiting animals for their fur, leather, and wool—treating them as test subjects. However, as our understanding of compassion grows, so does the demand for cruelty-free fashion.
From using vegan alternatives like plant-based leathers to ensuring that no animals are subjected to cruelty in dyeing processes, true ethical clothing protects the voiceless.
According to a 2023 report by Good On You, 72% of fashion consumers prefer to buy from brands that align with their values, including animal welfare.
Understanding the Pros and Cons of Ethical Fashion
As everything has two sides, let’s explore the pros and cons of ethical fashion.
Pros:
1. Saving Natural Resources and Lowering Carbon Footprint
Fabric production is responsible for 16% of the world’s pesticide use, contributes a huge 10% of the world’s carbon emissions, and consumes enough water to meet the needs of five million people. (Source: European Parliament)
When it comes to sustainable fashion, the landscape looks different. Take organic cotton for example—it contributes to 46% fewer carbon emissions than conventional cotton, making it a powerful alternative.
Recycling programs, which are now a staple among sustainable fashion brands, also help reduce wastes that the industry produces each year.
By embracing this mindset, brands like Kaahu are committed to ethical practices, using organic jute and cotton for their products. This is not only a step to reduce any negative impact on the environment but also ensures a sustainable, eco-friendly production process from start to finish.
2. Better Place for Workers
Brands that embrace sustainability tend to be more transparent, often undergoing independent audits and offering supply chains that are open for scrutiny.
According to a 2020 Fashion Transparency Index, only 23% of major brands were transparent about their factory lists. They ensure fair wages, safe working environments, and the protection of workers’ rights.
3. Better quality = value for money
Sustainable fashion is all about quality. With materials that don’t harm the planet, it offers pieces that are not just durable but perfect for everyday wear. Whether you're dressing up or keeping it casual, sustainable fashion brings together style and substance. These pieces are designed to last, letting you look good while doing good for the Earth.
What makes sustainable fashion even more special is its versatility. Unlike fast fashion that fades with trends, sustainable pieces are timeless, blending effortlessly into any wardrobe. Every stitch is a reminder that true fashion doesn’t have to cost the Earth—it can uplift your style while preserving the world we live in.
Cons:
1. Slow Market Adoption:
The unfortunate truth for many sustainable brands is that they face slower market adoption.
Many consumers dismiss ethical clothing as too expensive, unable to fully grasp the long-term benefits—both to their wardrobe and to the planet.
Consider a well-known eco-conscious fashion brand that initially struggled with customer skepticism. Despite its commitment to transparency and ethical practices, it faced challenges convincing consumers that its higher prices reflected true value rather than just a premium markup. By educating shoppers on the real costs of fashion—materials, labor, and fair wages—the brand slowly built a loyal customer base.
2. The dangers of greenwashing
The dangers of greenwashing are pervasive.
Greenwashing is when a company falsely claims to be environmentally friendly to attract eco-conscious consumers without making meaningful sustainability efforts.
Greenwashing can be elusive—it’s often difficult to identify because few brands may not provide clear information or certifications about their true practices. Some brands make eco-friendly claims, but their actual practices don't always reflect these promises. The gap between what they promote and what they deliver raises concerns about true transparency and accountability.
Opt for brands with transparent supply chains, reliable certifications, and a proven dedication to sustainable practices. Your choices play a crucial role in supporting genuine change in the fashion industry.
3. Expensive
High-quality, ethically sourced materials and fair labor practices naturally cost more than mass-produced, fast fashion alternatives.
However, this higher cost reflects a commitment to environmental preservation and fair treatment of workers. Investing in eco-friendly fashion means supporting practices that respect both people and the planet. While the initial expense may seem steep, it’s worth considering the long-term benefits: durable, timeless pieces that contribute to a healthier planet.
Wrapping It Up
Choosing sustainable fashion creates a positive impact. By supporting brands like Kaahu, which prioritize fair treatment for workers and use eco-friendly materials, you're contributing to a brighter future. Ethical clothing doesn't mean compromising on luxury or style. Discover how sustainability and high-end fashion coexist in our deep dive into stylish and eco-conscious clothing. Ethical clothing, including Kaahu’s thoughtfully designed collections, plays a key role in this journey, ensuring our choices benefit both people and the planet. Together, we can foster a more responsible fashion industry that values sustainability and compassion.