H & M, Gap and Burberry will together fight for the eco-friendly fashion
Nike, H & M, Burberry and Gap joined the Make Fashion Circular initiative launched by The Ellen MacArthur Foundation, whose goal is to fight for the eco-friendliness of fashion by reducing waste and recycling raw materials. The very first project was supported by the Stella McCartney brand.
“Over the past 15 years, the production of clothing has doubled, while the time of its use – before throwing or burning a thing – has been incredibly reduced,” said the head of Make Fashion Circular Francois Suchet. “We can change this faster model to the one in which clothing is never seen as waste, thanks to better design and new business models that involve the reuse of clothing,” added François Suchet.
Four brands will join the British designer Stella McCartney, who last year was the first to subscribe to this initiative, which aims to eliminate waste and pollution and ensure the reuse of products and materials.
At the time, McCartney, a longtime supporter of sustainable fashion, said that her industry was “incredibly wasteful and harmful to the environment”, urging other brands to join.
In a report published in November, the Fund exposed the scale of waste and pollution in the fashion industry, indicating that less than 1 percent of clothing is processed.
The report says that half a million tons of plastic microfibers are produced from washed clothing annually, which is equivalent to more than 50 billion plastic bottles, which exacerbates ocean pollution.
The participating brands will spend three years developing practical ways in which the industry can abandon polluting materials and processes working in the HSBC bank.
“There is not a single company that decides the transition of the entire industry from a linear to a circular business model in itself, so the approach to cooperation is crucial,” H & M representative Inigo Saenz Maestre said in an e-mail.
According to him, H & M set a goal to only use recycled or other materials with sustainable resistance by 2030, and 35 percent of its clothing is currently produced in this way.
According to the representative of H & M, no company is able to solve the problem of environmental pollution alone, so cooperation to solve this problem is an important step. Designer Stella McCartney noted that the fashion industry is incredibly harmful to the environment, and strongly encouraged other brands to join the initiative.
In November, The Ellen MacArthur Foundation published a report in which it stated that only 1% of the old clothes on Earth are being processed and are getting some kind of second life.