It was hard to escape the importance of tackling climate change within the fashion sector at Germany’s 2024 biennial edition of the Techtextil and Texprocess exhibition.
From the talks on pending legislation and displays showcasing the latest advancements in sustainable technology, to the reusable water bottles handed out to us during the press conference, the need for change across the sector was felt at every step.
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This year’s exhibitors were also keen to demonstrate sustainable innovations as part of the event’s ‘Econogy’ programme, which included a directory of sustainable products, talks led by industry experts and tours focused on green innovations.
The label took its name from environmental activist David Suzuki’s famous keynote address at the West Coast Green conference in California in 2008 in which he said: “Ecology is the study of home, while economics is its management. Ecologists try to define the conditions and principles that enable a species to survive and flourish. Yet in elevating the economy above those principles, we seem to think we are immune to the laws of nature. We have to put the ‘eco’ back into economics.”
Rising inflation and the cost of living crisis has seen consumers focus on affordability over sustainability recently, but the event was a timely reminder that apparel companies cannot ignore climate change if they wish to remain in business.
With this in mind, I was heartened to see outdoor apparel brand Patagonia share its latest advertising campaign last week with the slogan: “Fashion is none of our business.”
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By GlobalDataInstead, the certified B-Corp said it is focused on making “gear that is multifunctional, repairable and timeless – because the longer it stays in play the better it is for the earth.”
The advert suggests that buying high quality products means consumers will need less of them – an idea that will surely have to be part of the mix if the apparel industry is ever going to truly become sustainable.
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