Fast to Forever: How Brands are Prioritizing Longevity
Within the fashion world, many are becoming more and more committed towards the longevity, sustainability, and ethical practices that may come along with the production of their garments. Following this trend, companies are taking jumps to curate towards this fight for longevity, with many even shaping their whole company off of finding better, ethical/sustainable ways in clothing development
Arc'teryx's recent initiatives of a broader shift within the fashion industry with their ReBIRD™ program exemplifies a commitment to circular fashion by offering services such as product repair, resale through ReGEAR, and upcycling initiatives. This approach not only extends the life of their products but also exposes motions of engaging in more responsible consumption habits.
Arc'teryx has also set ambitious climate targets, aiming to achieve net-zero emissions by 2050. Their strategy includes reducing operational emissions by 90% and value chain emissions by 42% from a 2022 baseline.
These goals align with the Paris Agreement and demonstrate a proactive approach to environmental responsibility. By focusing on durability and long-term product use, Arc'teryx challenges the fast fashion model that contributes significantly to environmental degradation.
Other companies are following suit, like Hugo Boss and their launch of a resale platform and investments into more sustainable materials like HeiQ Aeoniq, a cellulose fiber intended to replace polyester. These efforts reflect a growing industry trend toward sustainability and ethical production. However, it's important to note that while progress is being made, challenges remain. Many brands still struggle to balance profitability with environmental responsibility, and transparency in supply chains is an ongoing issue.
The future of fashion lies in embracing sustainability as a core value rather than a marketing strategy. As consumers become more environmentally conscious, brands that prioritize ethical practices and long-lasting products will likely gain a competitive edge. Educational institutions and industry leaders must continue to advocate for systemic changes that support a more sustainable and equitable fashion ecosystem.
