Sustainable Development and Fashion
Sustainable development is “development that seeks to meet the needs of the present generation without compromising the ability of future generations to meet their own needs” (Brundtland et al., 1987, p. 54). It is widely seen as development that improves the standard and quality of life, while protecting and enhancing the natural environment (Deakin, 2001). It refers to the way humans behave towards the environment, and their responsibilities towards their fellow human beings and future generations (Ayres, 2008).
In the last 20 years, the production of clothing has practically doubled, driven by the growth of the middle-class population worldwide and, mainly, by the emergence of fast fashion phenomenon, a fashion system that produces large quantities of clothing in a short space of time, offering consumers new collections at every moment and at affordable prices (Silva & Oliveira, 2017).
Large amounts of non-renewable resources are extracted to produce clothes, which are most often worn for only a short period of time, eventually being discarded in landfills (Ellen MacArthur Foundation, 2017). This linear system over exploits natural resources, pollutes and degrades the environment and its ecosystems, creating significant negative social impacts at local, regional and global scales (Ellen MacArthur Foundation, 2017).
As the millennial generation gains purchasing power, their high expectations for companies to operate sustainably can have a major influence on purchasing trends. More sustainable production methods may cost a little more, but they can also stimulate innovation, protect companies from serious supply chain problems and reputational risks, resulting in greater resilience and profitability (Remy et al., 2016).