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6 Things to Know About Sustainable Fashion

Welcome to the forefront of fashion evolution in 2024, where sustainability takes centre stage, shaping the industry’s landscape. WE want to unravel six key insights into the world of sustainable fashion trends that are poised to define the year.

From the quiet revolution of fashion rental services to ground-breaking technological innovations, and the social media-driven circular fashion awareness, this exploration promises a glimpse into the future of conscious and eco-friendly fashion choices…

1. The Rise of Rental Fashion in 2024: Exploring Sustainable Wardrobe Options

A transformative trend has been quietly gaining momentum – the rise of fashion rental services. In 2021, the worldwide market for renting clothing online reached a value of USD 1.12 billion. Projections indicate an anticipated growth at a Compound Annual Growth Rate (CAGR) of 8.5% from 2022 to 2030.

Fashion rental steps in as an innovative and sustainable solution, catering to the undeniable allure of wearing stunning outfits for special occasions while avoiding fast fashion pitfalls. The surge in popularity of apps and websites dedicated to fashion rental is fuelled by the widespread adoption of digital technologies and the boom in e-commerce. These platforms seamlessly integrate with the digital landscape, providing consumers with a cost-effective, eco-friendly, and style-conscious alternative to traditional retail.

Examples of Noteworthy Fashion Rental Platforms:

Rent the Runway: With a vast array of designer clothing available for short-term rentals, Rent the Runway has become a frontrunner in the fashion rental space. Catering to various occasions, from weddings to everyday wear, the platform ensures that users have access to the latest trends without the environmental impact of owning clothing items.

HURR Collective: This UK-based platform focuses on sustainability and style, offering a curated selection of pre-loved and new designer pieces for rent. HURR Collective promotes a circular wardrobe, encouraging users to embrace the idea that fashion can be both trendy and sustainable.

Selfridges Rental: Selfridges Rental enables you to lease your preferred styles from top designers and brands available at Selfridges. This initiative is an integral component of Project Earth, a groundbreaking endeavour dedicated to discovering innovative shopping methods and contributing to environmental sustainability.

My Wardrobe HQ: My Wardrobe HQ distinguishes itself by supplying a mix of contemporary and high-end designer clothing for rental. The platform advocates for conscious consumerism, promoting the idea that fashion should be about quality and longevity rather than rapid turnover.

Nuuly: Nuuly, an offering from URBN (Urban Outfitters’ parent company), allows users to rent a curated choice of clothing each month. This subscription-based model encourages users to explore diverse styles without accumulating a surplus of garments in their closets.

By enabling users to rent clothing for specific occasions, fashion rental services significantly reduce the demand for single-use garments. This, in turn, contributes to a reduction in the overall environmental footprint of the fashion industry.

Each rented garment goes through multiple cycles of wear, extending its lifespan beyond a single owner. This contrasts sharply with the traditional model, where clothing may be discarded after minimal use.

The fast-paced nature of fashion often results in textile waste. Fashion rental services actively combat this issue by promoting the reuse and recycling of garments, aligning with the principles of a circular economy.
Fashion rental platforms are instrumental in shifting consumer mindsets toward a more sustainable approach to fashion. Users become accustomed to the idea that clothing doesn’t need to be owned to be enjoyed, fostering a shift from ownership-centric thinking to experiential and sustainable fashion choices.

2. Tech Innovations in Circular Fashion

Technological breakthroughs are catalysing a revolution in textiles, responding to the escalating demand for sustainable fashion. The anticipated changes by 2025 herald a new era in material experimentation, promising lower-impact circular synthetic fills, certified ethical down and feathers, animal wool alternatives, and plant-based fibre insulations.

These innovations aim not only to elevate the quality and performance of textiles but also to reduce the environmental footprint of the fashion industry.

Lower-Impact Circular Synthetic Fills: Cutting-edge technologies are paving the way for synthetic fills that prioritise circularity. These lower-impact alternatives not only mimic the performance of traditional synthetic materials but also ensure a closed-loop system, minimising waste and resource consumption.

Certified Ethical Down and Feathers: Ethical considerations are at the forefront of textile innovation. Anticipated advancements include certified ethical down and feathers, ensuring that the sourcing and production processes align with stringent ethical standards, and promoting responsible practices throughout the supply chain.

Animal Wool Alternatives: Recognising the environmental impact of traditional animal wool production, technology is stepping in to offer sustainable alternatives. From innovative plant-based fibres to advanced synthetic materials, these alternatives aim to provide warmth and comfort without compromising on ethical and ecological principles.

Plant-Based Fibre Insulations: The future of sustainable fashion lies in harnessing the potential of plant-based fibres. Innovations in plant-based insulation materials not only offer eco-friendly alternatives but also contribute to the reduction of carbon emissions associated with traditional synthetic insulation.

Vegan Leather: A Compassionate Revolution: The rise of vegan leather stands as a testament to technological innovation meeting ethical fashion demands. Esteemed brands like Stella McCartney, Hermes, and Karl Lagerfeld are spearheading this compassionate revolution, challenging the traditional notion of leather production. Vegan leather not only mirrors the luxurious feel of traditional leather but also aligns with cruelty-free and sustainable values.

Fruit Waste Leather by Polybion: Startups like Polybion are pushing the boundaries of sustainable material creation. Through ingenious experimentation with fruit waste, Polybion has unlocked the potential to create leather alternatives. This not only addresses the issues of waste management but also showcases the expanding possibilities beyond conventional materials.

3. The Role of social media in Driving Circular Fashion Awareness

Social media, with its influential power, is driving awareness and promoting circular fashion trends. In this digital revolution, a new wave of influencers, passionate about sustainability, engages authentically with audiences, turning followers into conscious consumers. Brands leverage social media as a canvas to launch campaigns that transcend aesthetics, telling stories of garment journeys, recycling, and the positive impact of conscious choices, sparking collective consciousness towards circular practices.

Hashtags are more than just a tool for categorization – they are the pulse of a movement. Circular fashion movements leverage dedicated hashtags to create a unified voice, fostering a sense of community among individuals committed to sustainable practices. Whether it’s #CircularFashion (68.6M TikTok Views), #SustainableStyle (89.7M TikTok Views), or brand-specific tags like #RentTheRunway (116.7M TikTok Views) or #ThriftHaul (4.3B TikTok Views), these hashtags become rallying cries that amplify the impact of the circular fashion message.

Each social media platform brings its unique flair to the circular fashion awareness drive. Instagram, with its visually driven format, becomes a haven for showcasing sustainable styles, sharing behind-the-scenes looks at eco-friendly practices, and spotlighting the influencers championing circularity. TikTok, on the other hand, harnesses the power of short-form videos to disseminate quick, impactful snippets about the circular fashion movement, making it accessible and engaging for a younger audience.

As we look ahead, the role of social media in driving circular fashion awareness is poised to evolve further. With an increasing emphasis on transparency and accountability, social media platforms will likely see a surge in content that educates consumers about the lifecycle of garments, ethical production practices, and the importance of embracing circular fashion in combating the environmental impact of fast fashion.

4. Greenwashing Challenges

In the age of heightened environmental consciousness, consumers are navigating a vast landscape of choices, seeking products that align with their eco-conscious values. Yet, a troubling trend emerges in the online marketplace – greenwashing. This deceptive practice exaggerates environmental claims, undermining the authenticity of sustainability amidst the surge in online shopping.

The convenience and accessibility of online shopping have revolutionised the way consumers interact with brands and make purchasing decisions. As a result, consumers are increasingly prioritising eco-conscious choices, expecting brands to uphold ethical and sustainable practices. This shift in consumer behaviour has given rise to the prevalence of greenwashing, where approximately 40% of the textile, garment, and shoe industries may be engaging in deceptive sustainability claims.

This alarming statistic not only points to a systemic issue within the industry but also underscores the need for vigilance among consumers. The deceptive allure of faux sustainability can undermine the genuine efforts of brands that are committed to making a positive impact on the planet.

Even reputable brands face scrutiny for greenwashing as consumer awareness grows. Questions about sustainability claims put once-pristine images under a microscope, risking trust erosion and customer loyalty. To navigate uncertainty, consumers need tools to distinguish genuine sustainability. Transparent communication, third-party certifications, and a demonstrated commitment to sustainable practices are critical benchmarks. Greenwashing in textiles, garments, and shoes is a cautionary tale. Consumers must remain vigilant, demand transparency, and support genuinely sustainable brands for a more eco-conscious future.

5. Active Intelligence: Design for Climate Targets

Post-COVID, consumer behaviour shifted toward health and wellness, fuelling demand for activewear. Leading brands like Adidas, Under Armour, and Puma set themselves apart by integrating sustainability into core business strategies. This blog explores “Active Intelligence” and how these brands actively design for climate targets, paving the way for a more sustainable future.

One key aspect of “Active Intelligence” is the commitment to reducing carbon footprints. These brands are investing in innovative technologies and sustainable materials to minimise the environmental impact of their manufacturing processes. Adidas, for instance, has pledged to reduce its carbon footprint by 15% by 2025 and an even more substantial 30% by 2030.

Circular fashion, emphasising material reuse and recycling, leads to sustainable practices. Activewear brands like Under Armour adopt circular systems to minimise waste and extend product life cycles, aiming for a circular economy in activewear by 2030.

Puma’s 10FOR25 Goals: outline sustainability commitments, targeting carbon reduction, sustainable materials, and fair labour practices. Puma aims for nine out of 10 articles to be sustainable by 2025, contributing to a more environmentally conscious future. “Active Intelligence” marks a shift, with brands like Adidas, Under Armour, and Puma showcasing that stylish, high-performance activewear can coexist with environmental responsibility.

6. Resale Platforms Thrive

The demand for reselling grows alongside sustainability trends. Brands create platforms catering to environmentally conscious and budget-savvy consumers, extending beyond fashion into beauty, tech, and food. Challenges include ensuring quality and adherence to norms.

The fashion resale market is undergoing an extraordinary upswing, signalling a notable shift in consumer behaviour. Recent reports indicate that the global resale market is poised to reach an astonishing $64 billion by 2024, underscoring its remarkable and rapid expansion.

Luxury resale platforms like The RealReal report an impressive 100% growth, while ThredUp, a major player, notes a substantial 25% annual increase. These stats highlight the surging demand for second-hand fashion, signalling evolving consumer preferences. Patagonia and Eileen Fisher collaborate with ThredUp, leading the charge in circular fashion. Such partnerships signify a shift towards a mutually beneficial relationship between retail and resale, promoting sustainability and extending garment lifespans. Recent data shows 67% of consumers are increasingly open to purchasing second-hand items, with brands like Nike, Levi’s, and Zara leading transformative trends in the fashion industry.

Levi’s: the iconic denim brand, is making significant strides in the resale sector. Through initiatives that champion the circular economy, Levi’s encourages customers to return their worn jeans for recycling, effectively reducing fashion waste and allowing denim enthusiasts to contribute to a more sustainable denim culture.

Burberry: in its unique blend of luxury and sustainability, goes beyond the initial purchase commitment. When customers resell their Burberry items, the brand ensures each piece undergoes a meticulous refurbishment process, creating an unparalleled resale experience for both sellers and buyers.
Patagonia: renowned for its dedication to sustainability, has ventured into resale through partnerships with platforms like ThredUp and WornWear. This collaboration actively promotes circular fashion by encouraging customers to buy and sell pre-loved Patagonia items, thereby extending the life of their products.

As we conclude the exploration of sustainable fashion trends in 2024, the industry stands at a pivotal crossroads. From transformative fashion rentals to technological advancements in textiles, social media influence, and challenges of greenwashing, each aspect reflects a growing eco-consciousness.

The commitment of leading activewear brands and a thriving resale market showcase a collective shift toward sustainability. With consumers embracing circular fashion, demanding transparency, and brands designing for climate targets, it’s clear that fashion is more than style; it’s about shaping a sustainable future. As we navigate this dynamic landscape, every choice and garment has the power to contribute to a conscientious and responsible fashion ecosystem. Here’s to a future where fashion and sustainability coexist harmoniously.

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Contact us today to discuss your sustainable eCommerce staffing needs and take the next step towards a more eco-conscious future at or give our team a call at 020 4526 8526.

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