The future of sustainable, ethical fashion with insight from eco-friendly childrenswear retailer, Hugo & Me.

 

The fashion industry is currently the world’s third most polluting industry, with 8.1% of the world’s greenhouse gas emissions coming from apparel and footwear according to recent research. The result is millions of tonnes of clothing waste each year. A study from Oslo Metropolitan University also estimates synthetic clothing causes up to 35% of microplastics in the marine environment.

The rise of eco-friendly fashion choices

As the effects of fast fashion become more apparent, consumer interest is shifting towards a more sustainable approach. A 2019 lifestyle survey showed that 64% of respondents try to have a positive impact on the environment in their everyday actions and choices. This translates to the ethical clothing market, too, which has grown from a value of £4 million to over £50 million in the UK in the last 20 years according to market research.

Victoria Shuttleworth, founder of Hugo & Me, a childrenswear retailer focusing on organic and eco-friendly choices, thinks a complete shift in the fashion industry won’t happen overnight. “I believe that any small changes we make will result in a positive impact on the environment,” she says. “In particular, opting for organic and sustainably sourced clothing.”

Instead of pushing for an instant reform in the industry, Shuttleworth believes we should focus on educating children. Also, pushing clothing manufacturers to make gradual but significant changes over time. As part of this effort, Shuttleworth highlights that we must take into consideration all aspects of our clothing; “ensuring the fabrics are sustainably grown, using no harmful chemicals, and under fair trade standards.”

 

 

Organic choices

As Shuttleworth mentions, sustainability is far from the only consideration in making eco-friendly clothing choices. It is also vital to understand the impact of the chemicals used to grow the fashion industry’s materials. For instance, cotton farming is currently responsible for 24% of the world’s insecticides and 11% of pesticides.

This is where the importance of organic, pesticide-free clothing becomes key; vastly reducing the impact that clothing has on wildlife and local habitats where cotton is grown. These clothing options are becoming more and more available. However, the increased manufacturing cost, and therefore retail price, is currently stopping them from reaching mainstream shoppers.

Retailers like Hugo & Me, however, are hopeful the shift in consumer mindset towards more conscious purchases will start to change this. “Making responsible choices when purchasing clothing not only reduces the impact on the environment in their production, but also results in organic and eco-friendly fabrics that are much kinder to skin,” continues Shuttleworth. “A win-win situation.”

Ethics and modern slavery

Besides its detrimental effects on the environment, there are often links with clothing production, dangerous working conditions and low pay. In some cases, modern slavery and child labour occur in the supply chain as part of the ever-increasing demand for cheaper fashion.

In an age of internet shopping and fast fashion, time pressures and cost restrictions are imposed upon all parts of the clothing supply chain. This leads to unsafe production processes and workers receiving little to no pay.

It’s more important than ever to make informed and responsible choices in the clothes we buy. Also, in the way we think about fashion. Choosing brands that are fair trade or undergo thorough third-party inspection across all levels of the supply chain reduces the risk of supporting poor working conditions in the clothes you buy.

 

 

Internet shopping

Today, ordering clothes online is starting to rival in-store purchases. According to the UK’s Office for National Statistics, 64% of women and 56% of men ordered clothes online in 2019. However, excess packaging and non-recyclable materials in the shipping process contribute hugely to waste and environmental damage.

Hugo & Me is leading by example. “As a company, we try our best to make responsible choices when it comes to sustainability,” says Shuttleworth. “This includes always working to reduce our use of plastic. Also, mailing all of our online orders out in 100% recyclable packing.”

The hope is to raise consumer awareness and encourage other companies to follow suit. For Shuttleworth, setting the standard, increasing consumer awareness, and building industry-wide pressure is what’s required. Therefore leading to the improvements needed in the postage and packaging process.

Educating children

In moving towards a future with more conscious consumers and responsible practices in the industry, educating children and leading by example is essential. Bringing children up in a household where parents make sustainable clothing choices and discuss the ethical side of clothing is important in moving towards a future where eco-friendly clothing is the norm.

As the purchasing power of younger generations grows, and therefore their impact on the economy and the fashion industry increases, children must be shown the importance of making conscientious decisions in regards to the clothes they buy and wear.