What is Sustainable Fashion? Benefits of Supporting Eco-Conscious Brands

Sustainable fashion has become crucial to the future of not just the clothing industry but the world at large. The fashion industry is responsible for up to 10% of global greenhouse gas emissions, making it one of the most polluting industries worldwide. All of that is slowly destroying our environment.

To reverse the harm, both consumers and eco-conscious brands like Ichcha are moving towards eco-friendly and ethical clothing to reduce their environmental impact.

So, what is sustainable fashion? How can you get involved as a conscious consumer? And how can you identify eco-friendly fabrics?

What is Sustainable Fashion?

Sustainable fashion is an all-encompassing term involving all key players in the fashion industry, from production to consumption, all aiming to reduce the negative impact of fashion on the environment. This could include using biodegradable fabrics like cotton, recycling used clothing, or creating fair working conditions for garment workers. It also involves how you use and care for the garments after buying. 

In simple terms, sustainable fashion is fashion that avoids harming the environment.

Or "sustains" it.

It is derived from the word "sustainability," which is a practice of carrying out human activities in a way that doesn't waste natural resources or release harmful chemicals into the environment. The essence is to sustain the healthy balance and biodiversity of the natural environment, which is our home.

And no, it doesn’t mean throwing out your entire wardrobe and starting over with eco-friendly clothing. In most cases, the more sustainable choice is simply wearing what you already own for longer, even though it's a polyester dress.

Let's take a closer look.

Fast Fashion Vs. Sustainable Fashion: The Problem with Fast Fashion

If you’ve ever bought a trendy outfit, worn it twice, and then forgotten it existed… you’ve seen fast fashion in action. Fast fashion is produced with cheap synthetic materials and in large volumes, releasing tremendous amounts of harmful gases. It often prioritizes speed and cost over ethical production practices.

The average garment today is worn far fewer times than it was 15 years ago. That's because, thanks to the fast fashion trend driven by consumerism, they are not built to last. And since they're synthetic, many remain in landfills for several decades or are incinerated, leading to even more carbon emissions.

If that continues, global warming will occur faster, leading to extreme climate events in the near future.

And honestly, none of us wants to deal with that.

Synthetic fibers can remain in landfills for hundreds of years. With more waste coming in daily, this is a serious environmental concern.

By reducing the demand for fast fashion and increasing the demand for eco-friendly products, we can contribute to protecting the environment.

But all of this comes at a price. Producing quality products that will last longer usually requires more overhead costs. Meaning sustainable products may be more expensive than fast fashion.

But if you bought a $100 dress that lasts 2 years instead of a $50 piece that only lasts 4 months, isn't that a good investment? It sure is.

Moreover, a 2022 study reports that 35% of consumers are willing to pay more for eco-friendly fashion.

The Dire Importance of Sustainable Fashion

1. Less Waste

Of the 100 billion textiles produced yearly, 92 million tons end up in landfills. To put that in perspective, a rubbish truck full of garments goes to the landfill every SECOND.

The thing about fast fashion is they come and go with fashion trends... Or quickly lose their appeal. And soon you're looking at your closet, thinking of how to discard clothes you bought only a few months ago.

But sustainability in fashion focuses on quality over quantity.

Sustainable brands like Ichcha produce their garments with durability in mind, helping you reduce waste. We use only high-quality, eco-friendly materials like organic cotton and silk. Whether you're looking for 100% organic cotton dresses or block print shirts, you'll find high-quality sustainable fabrics that'll last you for years.

2. Reduces Environmental Pollution

Did you know that textile production accounts for a massive 20% of global water pollution? All thanks to synthetic dyes and other toxic chemicals.

A single wash of synthetic fabrics like polyester can release up to 700,000 microplastic fibers into waterways. Such pollution kills aquatic life. Not to mention the greenhouse gases released into the atmosphere when these materials are burned.

By choosing conscious fashion and ethical clothing, you can significantly reduce your environmental footprint.

The fabrics we produce at Ichcha are biodegradable, so they don't hang around releasing harmful materials into the environment. Also, only plant dyes are used, reducing the overall pollution from clothing care.

3. Promotes Ethical Practices

The fast fashion industry is notorious for exploitative labor practices, poor working conditions, and animal cruelty. However, sustainability in fashion prioritizes ethical practices in addition to caring for the environment.

For example, at Ichcha, we create a level playing field for local craftsmen and artisans to showcase beautiful designs just like the well-known luxury brands.

Also, we use only plant-based materials and dyes, ensuring no animal is harmed at any point during production.

How Supporting Eco-Conscious Brands Helps

Supporting eco-conscious brands helps to reduce the harmful environmental impact of the fashion industry by shifting demand from synthetic products to eco-friendly items, but it also benefits you financially.

1. You Spend Less in the Long Run

I used to think buying cheaper clothes saved money. But after replacing the same items over and over, it didn’t feel like savings anymore.

Supporting sustainable fashion brands benefits you economically. You see, most fast fashion pieces only last 10 wears before they lose their aesthetic appeal. They're made of low-quality materials, hence their low price. But then you have to buy more to replace the former. Rinse and repeat.

Within a year, you might have spent a hefty amount on clothes you never wore more than a few times.

Most wardrobes aren’t full because we need more clothes. They’re full because we keep replacing pieces that didn’t last. By choosing durable and high-quality fabrics, you save money you would have otherwise wasted on frequent replacements.

2. You Increase Demand and Innovation

To create a more ethical fashion industry, we must shift towards conscious brands and stop buying from those with zero regard for the environment. By so doing, we indirectly compel them to either leave the market or begin sustainable practices to win back customers.

In the end, everybody wins.

Consequently, this growing demand can drive innovation in the ethical fashion industry.

Every conscious purchase is a vote for the green fashion movement.

3. You Promote a More Sustainable Lifestyle

The world is becoming more eco-conscious. With international bodies like the IPCC working to address climate change, we continually look for new ways to reduce our carbon footprint. Perhaps you have created a zero-waste kitchen and now use fewer plastic products.

Buying from eco-conscious brands is another big step towards living more sustainably.

4. You Promote a Circular Economy

Sustainability in fashion encourages a shift from the traditional linear fashion model—where clothes are made, used, then discarded—to a circular model where garments are used and recycled, thanks to their durability.

When you shop at eco-friendly fashion brands, you enjoy textiles that last until you're tired of using them. You can choose to recycle your old clothes, pass them down, donate, or resell them as pre-loved goods.

Apparently, you create a big positive impact when you make conscious choices--both on the environment and in your personal life.

How to Find Sustainable Brands

Search online. You can find sustainable brands by doing a simple Google search. Sustainability is an appealing feature, so most websites dealing with eco-friendly fashion will promote their products as such.

Certifications: Certifications like GOTS or OEKO-TEX can be helpful, but they don’t tell the whole story. Many brands will market themselves as OEKO-TEX Standard 100 or GOTS certified, but what truly makes a company conscious is using eco-friendly materials and sustainable practices.

Fabric: The best way to know if a brand is sustainable is to check whether it uses sustainable materials. Eco-conscious brands typically offer clothing made of organic cotton, linen, hemp, lyocell, or recycled materials. The printing process also matters. At Ichcha, this shows up in the way fabrics are made, from block printing techniques to the use of plant-based dyes. The final product is beautiful block print dresses, blouses, shirts, and other sustainable garments.

Check out our block printing process here.

Sustainable practices: Before shopping at any sustainable brand, don't forget to check their production process, fabrics, material sourcing, and commitment to treating workers ethically. An ethical brand will be transparent about its practices and challenges, with a transparent supply chain and safe working conditions. In addition to their environmental impact, do they also have a social impact?

All of this is necessary so you don't fall for greenwashing, where brands market themselves using vague claims like "eco-friendly" or "conscious collection" without any supporting evidence.

A quick checklist:

• Check fabric composition
• Look for transparency in sourcing
• Read product descriptions carefully
• Avoid vague claims like “eco-friendly” without proof

Shop Sustainably—Shop Ichcha

Ichcha is more than just a sustainable fashion brand. From cotton block print dresses and tops to eco-friendly napkins, curtains, and kitchen utensils, we provide eco-friendly materials to help you live a more sustainable lifestyle.

Want to reduce waste and save money on your fashion choices?

Check out our store now.