Last year was classified as the "year of awakening", with all kinds of consumers demanding transparency and responsibility from fashion brands. Additionally, there has been an explosion of second-hand purchases, along with the rejection of single-use plastics, paving the way for the subsequent years of change in this industry.

So let's talk about some trends that are key to sustainable fashion in Ireland.

GREENWASHING-

Greenwash has got hung out to dry: Last year several initiatives made certain brands look exceptionally green. Examples are Primark Sustainable Cotton or Colgate Toothbrush Bamboo Charcoal. This year it’s all about openness and transparency when it comes to what they are actually doing! A sustainable product must be actually accredited at all times by its label, maintaining its social and environmental footprint. 

Both consumers and organizations are increasing the pressure for companies to disclose the lower wages they often pay. On the other hand, there is the supply chain, outsourcing companies hire an external workforce to think about also! This means that an unreliable network will cloud the ability to track wages and relevant working conditions. We need really growth in transparency and openness when it comes to the workforce we use and what their standard of living is and not to be hiding this behind a “partner company” or an outsourcer. 

INNOVATION IN FABRICS AND MATERIALS- 

The tendency to eliminate plastic from all places has made us aware of the importance of materials to make clothes. Many fashion brands have taken concrete steps like changing the fabric. Lets give some real examples of brands doing this today-

- Recycled plastic bottles: Batoko is a swimsuit company, something that has turned garbage into profit. These swimsuits are made from recycled plastic bottles.

- Econyl: is the leader in researching new ways for textile production and aware of sustainable development. It is a substitute for nylon to make sustainable sportswear.

- Pineapple leaves: leather is an important part of fashion, and it has been very essential for trends, but its footprint is unsustainable. So, a good alternative would be pineapple leaves.

SUSTAINABLE FASHION IS FAR FASHION- 

Clothing is not sustainable if it is not fair. For this reason, sustainable fashion brands stand out for their social commitments. A good example is paying a living wage and investing in local communities where factories are installed.

REUSE BOOM- 

Second-hand clothing stores were considered a false step in fashion, but some famous people have renewed themselves as representatives of second-hand stores. If we want to fight against waste, clothing stores are a good option to rescue pieces with another type of destination.

Resale: it is a subcategory of the most refined reuse. Reusing jewelry and clothing is a good way to go green. 

Recycling: it is a process of transforming by-products, waste materials, or useless products into other materials to manufacture other objects and in this way, it is respectful of the environment. So if we talk about clothing, we recycle it when we use it for another purpose.

Rental: Clothing rental this solution became very fashionable last year, something that follows this one. So instead of spending money on a new dress, you can rent it, especially if it's something you won't wear again.