Sustainable fashion

As consumers increasingly reject fast fashion, buy quality over quantity and make eco-friendly purchases, the fashion industry wants to act more responsibly for the benefit of the planet and future generations. Every brand talks about "sustainability" and many are actually making significant changes.

Sustainable fashion brands use materials made from natural or recycled fabrics that require fewer or no chemical treatments, less water, and less energy. And linen, hemp, organic cotton, and Tencel (made from wood) are biodegradable. But sustainability isn't just about materials. It's about changing the mindset and practice of designing, producing, communicating, wearing and enjoying fashion. Here are some smart fashion brands that are embracing sustainability with actions, not just words.

recycle

Using recycled materials (think plastic from the ocean) is still a hot trend, and good news for the environment, because clothing is a WRAP (Waste and Resources Action Plan), according to the UK-based non-profit Kingdom. More than 300,000 tonnes of clothing end up in landfills in the UK every year.

Given the sheer number of wearables that are thrown away every year, it's heartening to see a dramatic increase in the popularity of online rental platforms like Rent. And for consumers who want to wear eco-friendly clothing, a subscription service has just launched. The Devout is a sustainable fashion rental platform offering casual wear and special events from £39 per month. You can rent three items per month for under £40 or try the deluxe package of ten items for £99 per month.

Buying used clothes is not a new idea, but as a fashion trend, its skyrocketing popularity is astounding. The used clothing market is projected to grow 127% by 2026, three times faster than the global clothing market as a whole.