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What is Sustainable Fashion? The Newest Superhero Concept

what is sustainable fashion

What is sustainable fashion?

Sustainability has two different definitions. The first is the ability to be maintained at a certain rate or level, and the second is the avoidance of the depletion of natural resources in order to maintain an ecological balance (according to Google dictionary). When it comes to sustainable fashion, we refer to both of these definitions and how they apply within the fashion industry.

Unfortunately, it doesn’t matter which way you slice it, fast fashion is not sustainable. At the moment in the UK, we buy almost two tonnes of clothing every minute. Every 60 seconds. That’s the equivalent of about two cows.

Why is sustainable fashion important?

That will use 4.7 million litres of water, which is enough to flush a toilet 783 thousand times. It’s also enough to fill 58,750 baths, which would bathe the whole population of the City of London more than seven and a half times.

It will produce 59 tonnes of CO2, which is enough to drive from London to Sydney (if you could) around 12 times, in a Range Rover with the highest CO2 output.

That there is just pollution, and just the UK alone. Think about how it would look if we added the rest of the world in there too. When you consider the fact that we throw away 570 kg of clothing every minute, which would give each homeless person in London four outfits, on top of that, you can start to see that we have a problem.

Remember, this is just the UK, and it is every minute. They are staggering figures. If we adopt the circular fashion concept (more about that in an upcoming post!) and make sure that we take steps to be sustainable throughout the process, then we might be able to stop this impact becoming any worse.

Why is sustainable fashion important?

How Can the Fashion Industry be More Sustainable?

It Starts in The Sourcing

According to a report of 219 brands that Fashion Revolution published, 91% didn’t know where their cotton was grown. That’s pretty in-depth knowledge, but 75% didn’t even know where their fabrics were sourced. This leaves no accountability with the brands at all, and without that, how can they say with any degree of confidence what impact their sourcing is having on the environment.

At Contrado, we use EU sourced fabrics, and we always make sure that we know where they are coming from. We stock a range of both natural and organic fabrics, and even the wood that we use for things like the frame of a canvas is FSC certified. Unless we know where our materials come from, how can we be accountable for the impact that it has on the planet?

Pretty Dress Version #103

Designing a new garment is a process, it’s not something that just happens overnight. An idea turns into a prototype, which spawns more ideas, improvements, nips and tucks. Changes in fabrics, cut, length, neckline. Each adjustment often resulting in yet another prototype, more sketches, more notes. Ultimately this results in more waste, textile waste, paper waste, more emissions as the samples are produced, and shipped to the designer until a final piece is approved.

We take full advantage of the positive advancements in technology so that we reduce waste as much as possible. With designing on computers, creating our samples in-house (as well as hiring our own in-house designers) we create less waste from scrawling on page after page and notebook after notebook. We don’t print our samples, we use white fabric to make them, and where possible all amendments are made to the original prototype. We use 3D rendering to give a fuller picture of what something will look like, which is being rolled out, and we hope to have on the older products soon as well. This also allows the customers to see exactly what their garment will look like before they even place the order, resulting in a higher satisfaction rate as well as less reprinting.

what is sustainable fashion - design

A shocking revelation

A staggering 50% of the brands in the Fashion Revolution survey not only didn’t know but couldn’t trace accurately, where their products were even cut and sewn. The manufacturing process produces waste and pollution and depending on the type of printing used, an awful lot of water too. In fact, when considering the largest polluters in the world, the fashion industry is second only to the oil industry. It contributes around 10% of all global greenhouse gas production. This is before you take into account other environmental impacts like how cotton farms make up almost 50% of all irrigated land, 24% of insecticide use and 11% of all pesticide use. How almost 70% of rivers and lakes are contaminated, with more than 2.5 billion gallons of wastewater produced by the textile industry alone.

Manufacturing – in the making

Most printing methods use water, and the fashion industry is the cause of almost 20% of the water waste, globally. The industry-wide ‘tolerated’ rate for fabric intended for clothing which ends up on the floor is 15% and has been for decades. Reports from the Environmental Protection Agency state in 2013, we generated 15.1 million tons of textile waste. Of that 84.8% was discarded, 12.8 million tons.

When asking ‘What is sustainable fashion?’ we took all the above into consideration. This helped us work towards a sustainable clothing model. We’re heavily invested in sustainable fashion and textiles. We’ll continue to do what we can for as long as it takes, and then longer.

What we do

We can guarantee that we can trace where our clothing gets cut and sewn. I could take a quick trip down a flight of stairs and see it happen myself. We print on demand, in one London office. There’s a team of seamstresses, craftsmen and printing technicians who all work together. They make sure everything is beautifully made in just a few days.

We use eco-friendly water-based inks to print and a specialist process that uses no water. This drastically reduces the amount of wastewater that we produce. This digital print method is dry instantly, so there are no intensive drying procedures either.

As everything is made on-demand, there is much less waste. As with any textile business, there will be fabric waste, however, what we do with it will determine if it’s helping what is sustainable fashion, or not. We bag these remnants up and offer them free to our customers who fancy a little bit of a textile challenge.


Getting it on the shelves

The fashion industry has become more and more globalised over the last couple of decades. Even in the simplest setups, your clothing is likely to have been to at least three different countries, often continents. This supply chain would see the materials come from one place, the manufacturing in a second and sales in the third.

However, in recent years it has become not unusual for manufacturing to take place in a number of places itself. Printing in one facility, cutting in another, stitching in another and sometimes even embellishments in yet another, such as buttons and zips. It is also not uncommon to have the sales become multistep too if a distributor has ordered the clothing and is then supplying directly to a company, that would add yet another step. Often these transportations are done using cargo ships or planes, which produce huge amounts of pollution.

And there’s more

It’s not even just the clothing either if you go into a shop, you also have point-of-sale, posters, signage and labelling. These change every season at the very least and also have to be produced, shipped and then disposed of as well, further adding to the problem that the fashion industry creates, without it even being caused by fashion so to speak. 

Contrado’s Efforts

Contrado decided to cut out the middleman. We have done this from the very start, as providing high-quality, handmade products is at the heart of everything we do. The foundations of the business model were set up to be a one-stop-shop, and that’s exactly how we intend for things to stay. After all, you can’t ask “what is sustainable fashion and how do we get on board?” and then take steps backwards.

We operate entirely online, which means all of our point of sale, our promotions and our posters are digital. This reduces the amount of waste from out of date offer posters, it reduces the emissions that the people who make and deliver these marketing materials would produce, and it means that we can operate in a much cleaner and more sustainable way.

Now it’s down to you

Even after a garment is bought, there are ecological impacts. Those ones lie with you. Washing, drying and ironing all impact the environment. A brand new all-singing-all-dancing high-efficiency washing machine uses around 100 litres of water per load. This is a vast improvement on 170 litres per load which some of the earlier models use, but it’s still a lot.

Around 60% of households own a tumble dryer, in the UK alone. The average run-of-the-mill dryer produces around 1.8 kg of CO2 per cycle. More than 14 million households use electric tumble dryers to dry their laundry.

Washing a load of laundry at 60° in a combined washer-dryer produces on average 3.3kg of CO2 or alternative greenhouse gases as a CO2 equivalent, compared to just 0.6kg for a load washed at 30° and line-dried outside.

But we’re here to help

As we said, this part is down to you. But we can’t help but do what we can to help you. Many of the materials that we source are low-crease or wrinkle-free. Our designers make sure that the right fabrics are used for the right garments so that they naturally take the shape that they are intended to. The majority of our fabrics can be washed on a 30° cycle, so there’s no need to hot wash them, and nearly every fabric, if not all of them, will hang dry nicely.

sustainable fashion

Getting it off the shelves

It’s not just the clothing that you buy that contributes to a bigger carbon footprint either. If we’re totally honest it’s probably not even the worst. What also causes huge environmental impacts is the stock that doesn’t sell. The thing about mass production is its pretty much entirely guesswork; how many of each size is required? How many of each colour? So many questions. With fast fashion becoming more and more popular there is no time to manufacture dependant on what sells and what doesn’t because by the time the first lot has been shipped out, has hit stores and has started to sell out, there is no requirement for any more. Everyone is already onto the next new trend by then.

Some of the big-name brands, especially the ones that have an air of exclusivity to them, tend to burn their stock, to stop the market becoming oversaturated and reducing their uniqueness and exclusivity. I think it goes without saying that setting a giant fire and burning a bunch of textiles, is not good for the environment at all.


Contrado is a print on demand company. Pretty much every piece of clothing we sell isn’t even clothing yet. Currently, we have rolls and rolls of plain white fabric. All sitting on a shelf, waiting for a lease of life. Only printed with your stunning designs once you’ve placed the order. Then cut, and then stitched together to make your garment. Due to this, there won’t ever be any stock left over. Nothing pre-printed and pre-made in a size that nobody wants, so we have nothing to burn.

Up and at ‘em!

So why is sustainable fashion a superhero shopping concept? Well, we’ve looked at “what is sustainable fashion?” and we have also looked at the huge impact that fast fashion is having on the world around us.

Sustainable fashion is the way forward. It’s the Batman that wants to protect his city. It’s the Stark Industries that made all the technological advancements to make money, and then realised what it was doing to the world. The Tony Stark who started applying his know-how to make things better. It’s the Peter Parker who knows that with great power comes great responsibility. Well, we think you get the picture…

Sources: Metro The Guardian EDGE Fashion Revolution mamoq

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