Material Revolution that helps save the environment

In today’s fashion industry, sustainability is most in demand. It is no secret that fashion is not doing the environment any favor. Due to the raised awareness of the impact of fashion on the environment, consumers are becoming more eco-conscious and seeking sustainable fashion. Consumers are rejecting to purchase products from brands that fail to contribute to protecting the environment, pushing fashion brands to take steps in respond to this consumer behavior shift. 

Materials Revolution is one of the most popular green actions practiced by fashion brands. This action describes how fashion brands explore, develop, and use alternative materials that are more innovative sustainable, or functional with less negative impacts on the environment. Fiber technology and sustainable materials were confined to specialized brands in the past few years. However, with the rise of sustainability and innovation, the materials revolution is becoming an expected standard for the company to make their commitment to sustainability. 

The use of sustainable materials has also become an important consideration for consumers when purchasing; according to research, 58% of consumers care about the materials that make their clothes and want them to have little to no impact on the planet. Now we see more and more new sustainable materials incorporated into product lines by many fashion brands; for example, H&M’s 2019 Conscious Exclusive collection introduced three new materials, such as Piñatex, made from the cellulose fiber of pineapple leaves, Orange Fiber, a silk-like cellulose fabric made from the peels of oranges at the end of the juice production cycle and Bloom Foam, a high-performance foam made with algae. Zara, on the other hand, recently collaborates with Ananas Anam to launch a collection of sneakers, sandals and accessories made using Pinatex as an alternative to leather. Research shows that these natural fibers are more sustainable than synthetic materials as they are easily available in nature and have advantages like low-cost, lightweight, renewability, biodegradability, and high specific properties. 

H&M Conscious Exclusive collection

PIÑATEX® X ZARA Collection

Whether purchasing products made using sustainable materials or buying upcycling clothing, it is time for us to continue sustainability and drive change with material and packaging innovation to save our planet. The more sustainable materials we use, the less impact we have on the environment.