What is Durable Garment?

By Claire, on 19.11.2021

We've probably all experienced it, this feeling of artistic vagueness in front of the concept of sustainable fashion . There is no lack of information about slow consumption, with these years of awareness, communication between brands and the general public should be fluid. And yet. If these have made "conscious fashion" their Trojan horse, the fact remains that their arguments - often vague - are a real marketing tool. On the government side, the rules put in place concerning this industry remain imprecise. Studies in the United States show that a significant number of consumers would like more official information about what is on the market. What then to understand about this notion of sustainable clothing? We can say that these are common sense criteria that come into play in the designation of this type of product. Indeed, the questions What, Who, When, Where, How set the framework and include environmental and societal dimensions. A responsible brand must be able to provide a committed response to at least 3 of these questions.


When it comes to responsible fashion, fabrics play central roles. However, it is very often difficult for a brand to trace the origin and the exact composition of the materials it will select for its collections. A label which forges links with the producers of raw materials and which knows the way to the production of the fabric can clearly be congratulated. Beyond traceability, it is important to know that natural materials such as cotton and linen consume a lot of water during growth, and then, to manufacture the fabric. The good news: they are mostly resistant. It is likely that a reasoned purchase and good maintenance of this type of product will always be better than the choice of synthetic materials whose fibers - often composed of plastic - continually flow into the seas and oceans. Consider making your jeans last.


It is no longer a secret, millions of artisans and employees work globally in unsanitary conditions. Some are active for more than twelve hours a day. Employed by well-known international brands, this work allows them to ensure their daily lives and feed their families, but their working conditions are, in many cases, not acceptable. A responsible brand takes concrete measures to provide artisan producers with good working conditions, sometimes going against local practices.


Let us ask here the question "how often are the collections produced?" ". To meet growing consumer demand, many brands, particularly established in fast fashion, launch between 4 and 10 collections per year. It is obvious that this production model generating millions of tons of clothes which will be destroyed each year (the figure of 13 million tons is put forward) has a major impact on our environment.


The relocations of European factories to Asia from the 1990s onwards profoundly changed the landscape of the textile industry. Alongside the long transport routes and the fuel requirements caused by production abroad, infrastructure, know-how and manpower are lacking in exporting countries. Some brands have decided to go against the grain of the “always cheaper” strategy by opting for local production and shorter delivery processes, which makes them undeniably consistent in their responsible approach.

How? 'Or' What

Getting started for fairer and more responsible fashion, having it produced and making it known, together make up a winning symbiosis. For brands, adopting environmentally friendly strategies and communicating clearly has become necessary. As consumers, we must demand that we can understand the engagement of the brands we buy and be able to make conscious decisions based on the information provided. There are many labels that play precisely with the marketing subtleties of sustainable fashion. The term "Greenwashing" refers to the business practice that uses sales arguments in favor of the environment for products that are not sustainable. What, Who, When, Where, How; what are for you the environmental and societal aspects that matter most to you? Do not hesitate to inform yourself on the web and to request additional information from the brands concerned, including Vestiaire Personnel. We will be happy to inform you. Let's contribute together to a more responsible fashion! Connections :

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