UNSOLD CLOTHING: SUSTAINABLE SOLUTIONS FOR FASHION WASTE
Whether you're a fashion fan or not, you know that new products are constantly coming onto the market. Because trends in the fashion industry are constantly changing and brands want to produce more and cheaper, new garments are offered to the masses. Products that can't be sold during the season are discounted in an attempt to increase consumption. But what happens to products that can't be sold during the season and are on sale? We wish the answer to this question were "they get donated" or "recycled," but unfortunately, that's not the case.
As a result, this consumer frenzy has negative consequences for the environment. The textile industry is responsible for about 10 percent of global greenhouse gas emissions [1]. This means that the textile industry consumes more energy than air and maritime transport combined [2]. Yes, the textile production process causes enormous environmental damage, and overproduction multiplies this damage. About 30% of the clothing produced each season goes unsold [3]. Unsold stock must be eliminated to make room for "trendier clothing."
So what really happens to these surplus goods? The worst thing we can imagine is throwing away or destroying the unsold garments. Unfortunately, we know that some luxury fashion brands burn unsold clothing and cosmetics at the end of the season to avoid damaging their image in the eyes of consumers by discounting [4]. But it's not just luxury brands that are extremely wasteful. Many well-known fast-fashion brands have also been reported to burn unsold clothing [5]. When brands are accused of burning unsold stock, they can claim that the energy released by burning these products makes the process environmentally friendly. However, while burning unsold clothing can help recover some of the energy, it doesn't take into account the true climate impact of the products, according to a 2019 report. Burning clothing releases carbon dioxide and other gases into the atmosphere, contributing to global warming and harming our health. In addition, many items of clothing today are made of plastic, and burning these garments can release plastic microfibers into the atmosphere. Even if the clothing is not burned but "simply" thrown into a landfill, it takes years to decompose [6].
Fortunately, consumer habits are changing, prompting brands to adopt more socially responsible strategies. Some brands prefer to donate their old stock rather than destroy it. However, this is still not enough to eliminate waste, because while one brand donates one product, at least five products from another brand are destroyed. To radically address this problem, brands should focus on sustainability and encourage major players in the sector to reduce production. It is also important to implement legal regulations that prevent the destruction of unsellable products, as is the case in France [7].
WHAT CAN BRANDS DO TO REDUCE UNSOLD CLOTHING?
- Consumer needs can be better understood and, through the possibility of pre-ordering products, the production of models and sizes can be adapted to demand through the use of technology
- New products can be brought to market by recycling old stocks
- Unsold clothing can be donated to charities and given to those in need
- Timeless collections that never go out of fashion can be stored and resold until the next suitable season
- Outdated collections can be sold as new, with the design supplemented and slightly renovated
- Brands can encourage customers who bring their old clothes for recycling by offering discount coupons or special offers
WHAT CAN CONSUMERS DO FOR UNSOLD CLOTHING?
- Instead of buying products from fast-fashion brands, you can support sustainable and ethical fashion brands
- You can contribute to recycling by buying or exchanging second-hand clothes
- You can recycle your unused garments by making new designs
- You can donate clothes that are too small for your child or things that you no longer use
At Walkiddy, we work with our partners and accept pre-orders. This allows us to prevent clothing waste by setting the production numbers of our collections according to demand. And as a customer, you can choose sustainable brands when purchasing clothing for your child and yourself. You, too, can take a step toward preventing the damage caused by unsold clothing by following the methods mentioned above.
[2] https://unfccc.int/news/un-helps-fashion-industry-shift-to-low-carbon
[4] https://www.bbc.com/news/business-44885983
[5] https://www.euronews.com/2017/10/18/tv-report-claims-hm-burns-unsold-clothes
[6] https://www.bbcearth.com/news/will-fashion-firms-stop-burning-clothes
