The richest 20% of the population heavily influence consumption patterns, making their participation crucial for a sustainable fashion industry. Their buying habits not only have direct environmental impacts but also shape the aspirations of others. Addressing overconsumption by this group is key to achieving a truly just and rapid transition towards eco-friendly fashion. While often blamed, the poor’s consumption pales in comparison to the sheer volume purchased by wealthier individuals. A fair approach to carbon budgets, aligned with the Paris Agreement’s 1.5-degree target, necessitates greater emission reductions from those with the largest carbon footprints. This translates to significant changes in how we approach “Cool Fashion.”
A core principle of sustainable and cool fashion is consuming less but choosing better. Sharing clothes and resources, along with adopting mindful consumption practices, is paramount. Within the G20 nations, a staggering 84% of greenhouse gas emissions linked to fashion originate from upstream production processes, encompassing everything from fiber cultivation to garment manufacturing. This highlights the significant environmental cost of producing new clothing.
Drastically reducing the purchase of new clothes is the single most impactful action to lessen fashion’s carbon footprint. This approach yields reductions four times greater than extending garment lifespan (the next best solution) and over three times higher than current industry decarbonization efforts. To align with the 1.5-degree target, without other interventions, new garment purchases should be limited to an average of five items per year.
Cool fashion necessitates a shift in mindset, focusing on quality over quantity and embracing pre-owned clothing. To stay within the 1.5-degree target, high-income countries must reduce per capita purchases of new clothes to 2010 levels. This reduction must be coupled with circular business models and emission reductions across all stages of the fashion lifecycle: production, retail, use, and disposal. Even seemingly sustainable solutions like second-hand clothing have potential downsides; approximately 10% of disposal phase emissions are linked to donations and exports, with 30% of exported used clothes ending up incinerated or landfilled.
Systemic change is essential to achieving the 1.5-degree target. This transformation requires both enhanced efficiency within the fashion industry and substantial shifts in consumer lifestyles and behaviors. Focusing solely on technological advancements and efficiency improvements without addressing overproduction and overconsumption will not suffice. A cool fashion future hinges on prioritizing sustainable practices and conscious consumption choices. Only a holistic approach, encompassing both individual actions and industry-wide changes, will enable us to achieve the necessary reductions in fashion’s carbon footprint.
