A study shows that 62% of Generation Z buyers prefer sustainable brands. What's more, 73% are willing to pay more for eco-friendly products. This proves that sustainability in fashion is now an essential evolution towards a more responsible and ethical industry. This transformation is fueled by consumer demand and regulations, such as the Paris Agreement. It requires a 50% reduction in emissions by 2030 to limit global warming to 1.5°C.
The importance of sustainability in today's industry
Adopting sustainable development enables the fashion industry to reduce its environmental impact. It also promotes social equity. What's more, it meets the growing demand for responsible consumerism. Key examples illustrate this evolution: Ye's RNNR foam, based on algae, embodies sustainable innovation. Adidas makes its eco-friendly Stan Smiths from Mylo, a mushroom-based material. Stella McCartney creates its handbags with the same resource... These products demonstrate the brands' commitment to sustainable fashion. This article explores how the Cradle to Cradle model and upcycling are shaping the future of sustainability in fashion.
Cradle-to-Cradle and Upcycling
The Cradle-to-Cradle system
Cradle to Cradle (C2C) proposes a holistic design framework that aims to create products and systems where the materials used are either biodegradable and return safely to the soil, or can be recycled indefinitely into new, high-quality materials without loss of integrity. This approach mimics natural systems, where waste is minimized and everything is designed to contribute positively to the environment and human health.
"Our aim is to create a delightfully diverse, safe, healthy and just world, with clean air, water, soil and energy, and to do so economically, fairly, ecologically and elegantly. - William McDonough
William McDonough explains in his book Cradle-to-Cradle that, unlike the traditional cradle-to-grave model, C2C focuses on sustainable, regenerative design. In this model, designers reuse materials in a closed-loop system, minimizing waste and promoting ecological and social responsibility.
Cradle to Cradle" aspects include :
- Materials healthGuaranteeing the safety of materials for people and the environment.
- Reuse of materialsDesign products whose materials can be reused or composted.
- Renewable energies: Use of clean, renewable energies in production processes.
- Water managementManaging water use responsibly.
- Social equityPromote social responsibility and fair practices.
Biological and technical cycles
The "cradle to cradle" approach integrates two distinct cycles: the biological cycle and the technical cycle.
The biological cycle
The aim of the biological cycle is to return materials safely to the biosphere. Designers make products for the biological cycle from biodegradable materials that decompose naturally, providing nutrients to the environment. For example, a cotton shirt can be composted after use, returning nutrients to the soil.
The technical cycle
On the other hand, the aim of the technical cycle is to maintain the continued use of synthetic materials without contaminating the biosphere. Designers make products for the technical cycle from materials they can recycle or reuse indefinitely without loss of quality. For example, they can recycle a metal water bottle several times over to create new products.
These cycles ensure that materials are returned safely to nature, or that they circulate perpetually in the industrial cycle, minimizing waste and promoting sustainability.
Eileen Fisher focuses on sustainability
Eileen Fisher is a pioneer in integrating Cradle to Cradle principles into its operations. The company emphasizes sustainability through its "Renew" program, an initiative designed to take back used garments, clean and repair them, then resell them or transform them into new garments.
These new garments can be any brand, not just Eileen Fisher products. By favoring closed-loop systems and sustainable materials, Eileen Fisher is committed to reducing waste and promoting ecological responsibility in the fashion industry.
The "Renew" program also embraces the principles of upcycling, creatively reusing old clothes to make new products or materials such as insulation or upholstery, thus extending their life cycle and minimizing environmental impact.
Fashion recycling and upcycling: From sustainable resources to the wardrobe
While Upcycling and Cradle to Cradle share the common goal of sustainability and reduced environmental impact, they differ considerably in their approaches and scale. Now that we've seen how the cradle-to-cradle approach works, let's take a look at the upcycling process.
Upcycling begins with the selection of suitable materials, often salvaged from objects such as used clothing, furniture or industrial surplus. These materials are sorted according to their condition and potential for reuse, and sometimes cleaned. The designers then consider creative ways of transforming these materials, taking into account their characteristics. Sometimes, the original objects have to be dismantled to recover specific elements. Finally, the materials are assembled to create a new product using techniques such as sewing, welding or carpentry.
Final touches are added to refine the product's appearance and functionality. These may include painting, varnishing, polishing or adding decorative elements to enhance aesthetic appeal.
Recycling, meanwhile, is another way of making industry more sustainable. It breaks down materials to create new products, conserving resources and minimizing waste... These methods help to reduce environmental impact and steer the fashion industry towards greater sustainability.
In short, how can sustainability be used in fashion?
Cradle to Cradle focuses on designing products from the outset to be part of a continuous cycle. This means they can be biodegradable materials that return safely to the environment, or infinitely recyclable components that retain their quality. This approach ensures that fashion items are designed with their entire life cycle in mind. It minimizes waste and promotes the use of safe, sustainable materials.
Recycling focuses on the creative reuse of existing materials. It transforms discarded items into new, higher-value products without breaking them down into raw materials. This method reduces waste and conserves resources by extending the life cycle of materials through innovative reuse.
Both methods aim to minimize textile waste and reduce the volume of discarded fashion items ending up in landfills. Upcycling conserves natural resources by reusing materials, thus reducing the need to extract raw materials. Cradle to Cradle, meanwhile, promotes the use of renewable and sustainable materials. These approaches also reduce the fashion industry's carbon footprint and pollution. They encourage more efficient manufacturing processes, the elimination of harmful chemicals and the adoption of energy-saving technologies.
