When I asked you lovely lot over on Instagram what the main reasons are that you don’t shop from only ethical or sustainable brands, it seemed that one of the most notable issues holding you back is the cost. So let’s get to it: what’s going on behind the price tag of sustainable and ethical fashion brands?
A recent retail-focused study found that consumers are willing to pay up to 25% more for a product if it is eco-friendly. But let’s face it: many conscious fashion brands’ pieces are pushing way above that percentage. So in a generation with sustainability at the core of its consumer’s values, why aren’t sustainable and ethical fashion brands making products that fit into every consumer’s budget?
Need I say more?
For many conscious fashion brands, low-impact crops are used to produce garment materials - this means no toxic sh*t is involved in the process - which means no damage is done to the planet’s natural resources and no toxic gases will affect the people living in the areas surrounding where the production takes place. Win win!
Fast fashion is in high demand - in can be produced in bulk and therefore costs less to produce at every level of its value chain. Whilst this might sound practical, it’s quite the opposite - not only does this make it appear totally disposable, but it means its quality is seriously compromised.
In order to reduce fabric waste, it’s extremely common for a conscious fashion brand’s pieces to be made to order. This, of course, requires time and money. But the good news is that, as you can imagine, production prices are ever-so-slightly lowering thanks to the rise in demand for eco-friendly garments as sustainable fashion becomes more popular!
Ethical and sustainable fashion is central to the slow fashion movement - it’s about consuming less. The reason so many sustainable brands can charge higher prices is because their pieces are not created to be replaced the following season, or even the following year. I’m a big believer that if you add up the price of just a couple of the pairs of jeans you own, you’d be able to buy just one seriously good quality pair. Oh, and you wouldn’t need to buy another three pairs the following year!
So … have I convinced you to buy less and spend a little more with a sustainable/ethical brand, yet? Which conscious fashion brands are your current favourites?