Oct 15, 20233 min read

"Is it possible for a fashion brand to achieve true sustainability?"

Updated: Dec 29, 2023

Sustainability refers to the ability to maintain something at its current level or rate, and it is a concept that has been around for a long time. - Dustee Creations

By: Dikeledi Alocia Ngakane

I have been eager to write about sustainability, including sustainable fashion and lifestyle, ways to go green, and anything related to sustainability. I want to introduce sustainability to Dustee Creations, and this fashion blog will help me do just that. However, over the past two years, I have come to learn about the critical impact of sustainability and its relevance to the fashion industry. I have also appreciated how indigenous communities have practiced sustainable living for generations by staying attuned to the natural environment and its limits, cycles, and changes.

Many people wonder if clothing brands can be truly sustainable. However, the more pressing question is whether fashion brands can be sustainable. According to research, the current definition of sustainable fashion could be more genuinely sustainable. It has been found that all types of fashion produce greenhouse gas emissions during manufacturing and shipping. Furthermore, less than 3% of clothing is recycled into new garments.

Did you know the fashion industry is responsible for consuming 93 billion cubic meters of freshwater worldwide? It's a staggering figure highlighting the urgent need for us all to take t action and make a positive change for our planet.

The fashion industry relies heavily on non-renewable oil to produce plastic packaging, polyester threads, and polyurethane shoes. Unfortunately, most of these products end up in landfills within a few years, if not months, where they will remain from 500 to over a thousand years. This highlights the urgent need to find more sustainable and Eco-friendly alternatives to reduce the environmental impact.

Please refer to the article on the Clean Clothes Campaign website for more information about the tragic collapse of Rana Plaza. Additionally, you can read an article on cnn.com titled "10 years after Rana Plaza, is Bangladesh's garment industry any safer?" by Oscar Holland.

Numerous fashion brands know of their unsustainable practices, but implementing significant changes overnight takes time and effort. However, with consumers' growing demand for ethical products, fashion brands must take the necessary steps to adjust their practices. Many campaigns actively promote sustainable practices within the fashion industry, precisely what I plan to do with Dustee Creations.

All fashion brands must reduce waste from apparel manufacturing by using long-lasting materials and copying fewer seasonal trends.

If clothing brands can adopt sustainable practices, it could have the following benefits:

• Reduce our carbon footprint

• Minimize water consumption

• Save natural resources

• Support fairer and safer working conditions

• Promote a healthier environment for humans and the planet

• Eliminate support for child labor

• Increase supply chain transparency

Sustainable materials

Sustainable fashion brands prioritize using natural or recycled fabrics from renewable resources and do not harm the environment when produced or disposed of. In addition to traditional natural fabrics like cotton and linen, sustainable brands may also use organic fabrics such as Tencel, which are made from sustainable wood pulp and are biodegradable. Dustee Creations has recently incorporated bamboo wooden beads, natural wooden beads, and 100% cotton fabric into their products. By using these sustainable materials, they are offering a better alternative to traditional materials that can cause harm to the planet.

Here are some examples of sustainable fabrics that fashion brands may use:

• Industrial Hemp

• Organic Cotton

• Bamboo Textile

• Lyocell, Linen, and Cotton

• Pinatex, Polyester, and Econyl

• Modal

• Recycled Cotton, Organic Clothing, and Alpaca Fiber

• Recycled polyester, peace silk, and sheep's wool.

“Ethical fashion is the recognition that human beings are behind the clothes we wear.” – Elizabeth Joy.

How can WE become more sustainable?

Supporting sustainable practices and making ethical purchasing decisions are crucial today. One way to achieve this is by investing in slow fashion. You can stay informed about the latest sustainable initiatives taken by reputed brands, fashion blogs, and style blogs such as Dustee Creations by subscribing to their newsletters or following them on social media.

When making purchasing decisions, focusing on buying better-quality items and buying less is essential. Before making a purchase, ask yourself if you need the item, if you love it, and if you'll wear it at least 30 times. Investing in timeless pieces made with durable materials and ethical practices is wise.

Pre-loved shopping reduces waste and extends clothes' lifespan. Sustainable fashion prioritizes social welfare, workers' rights, and Eco-friendliness.

Make ethical choices when shopping to create a better future for everyone.