Consumer behaviours have changed during lockdown, and most of us who have shifted towards more sustainable ways of consuming have the desire to maintain these changes even after the end of the pandemic.
A rise in conscious consumption has been recorded: consumers are more mindful of what they’re buying. They are striving to limit waste, buy less and buy more sustainable options. Using eco-friendly products, promoting reusing and recycling of wastes and reducing plastic and polythene use at the domestic level, thus reducing the environmental pollution, are small and simple actions that we can do to preserve our planet, but as a whole, they contribute to global environmental protection efforts.
In the fashion industry specifically, the use of respectful materials, without toxic chemicals and cruelty free, has risen, together with a more efficient use of ecological and recyclable resources. The great majority of shoppers are aiming to switch to fewer longer-lasting pieces rather than fast fashion consumption, joining us in our belief that investing in high quality items that endure for generations is the most sustainable option.
Buying locally can also make it easier for brands to produce ‘made to order’ goods, solving the common problem of deadstock (fabric leftover from production that is often thrown away). Shopping locally made clothes has the added bonus of increasing accountability, which means better and fairer conditions for workers, job security and no violations of human rights. Manufacturing is becoming famous again: the world is shifting to manufacturing locally to meet its own needs.
From fashion weeks without shows, to the abandon of the traditional habits and schedules, the fashion industry has been one of the most affected during COVID-19. This difficult time represented an important challenge for every industry, but it was also full of opportunities for those businesses that were nimble and open to change.
In a world that has been turned upside down within a year, our behaviors have radically changed, and we are proud to celebrate more and more companies joining us in supporting ethical fashion, adapting to this new reality and new habits of customers.
What we are living now is an opportunity to reflect, reevaluate, and reimagine the ways in which we use our resources.
We have the opportunity to create and support more sustainable systems across all sectors that will endure in time.