Apparel and footwear brands face environmental protection, and are environmentally friendly or waste fashion.

The development of social culture and economy has caused consumers' consumption concepts to change with each passing day, and their spending power has also increased. With its low price and trendy style, fast fashion apparel has risen in the apparel industry and gradually changed people's perceptions of clothing. The durability of clothing is no longer the pursuit of people, and the service life of clothing is greatly shortened.

However, for a number of reasons, old clothes are faced with the dilemma of recycling difficulties. In the face of environmental testing, clothing brands have made every move, transforming old things, using biodegradable biomaterials, signing environmental agreements, and improving original technologies. From brand marketing to designer creativity, environmental protection has gradually become a hot trend in the apparel industry, and it has been praised in the past 2018. The brand's response to environmental protection is really due to the need to protect the environment or the fashion of the waste that should be born in the fashion trend, it is worth our taste.

First, fast fashion brand

H&M

In early 2018, in response to the call of the Danish non-profit organization Global Fashion Agenda to support the cycling of the fashion industry, a total of 64 fashion companies such as H&M set specific environmental goals in order to improve the sustainability of product production in the next two years. H&M's environmental goal is to achieve a sustainable cotton source for all of its product lines by 2020, with 100% renewable or other sustainable sources by 2030, currently 35%.

On April 18, 2018, H&M held a series of H&M environmentally conscious action limited series exhibitions in Shanghai, using sustainable materials such as linen, sustainable cotton, silk, TencelTM and recycled polyester, and introduced a fishing net and 100% recycled nylon fiber ECYYL® made from other nylon scrap.

In order to express its determination to support the cyclical development of the fashion industry, in mid-May 2018, H&M joined the Make Fashion Circular program initiated by the Ellen MacArthur Foundation. The program aims to reduce waste in the global fashion industry by recycling raw materials and products, and H&M has been implementing old clothes recycling programs in stores around the world since 2013.

Gap

Gap joined the Make Fashion Circular program in May 2018. In September 2018, Gap launched the new autumn collection with the theme of “GOOD CREATES GOOD Creation, Beautiful”. The highlight of the new season is the Soft Wear Denim tannin series with Washwell's smart washing technology. It is reported that this technology is Gap's unique environmentally friendly washing technology, which has saved 7 million liters of water since it was put into use for two years.

Sports brand

Adidas (Adidas)

In 2015, Adidas became a global partner of Parley for the Oceans. In the same year, it launched an environmentally-friendly concept shoe that was almost entirely made from marine plastic waste and was named “adidas x Parley”. Data show that in 2017 Adidas sold more than 1 million pairs of sports shoes made of marine plastic waste, with a target of 5 million pairs in 2018 and 11 million pairs in 2019.

Adidas CMO Eric Liedtke said that it is planned to replace all the plastics used in the manufacture of shoes and shoes with recycled polyester by 2024. According to Adidas' plan, the use of recycled polyester will reach 41% in its 2019 spring and summer apparel collection.

Nike (Nike)

Nike has been recognized as the industry's most recyclable polyester material in the past four years, and in FY2017, 75% of Nike footwear and apparel products use recyclable materials.

In September 2017, Nike developed a new type of recycled leather material Flyleather, which is made from at least 50% recycled natural leather fiber and water, which saves 90% of water consumption and 80% of carbon emissions during the entire production process. Nike Grind is an environmentally friendly material made from the original materials and products used in the recycling process. Currently, 71% of Nike footwear and apparel products use this material.

In addition to developing recycled materials, Nike also introduced the Flyknit preparation technology, which produces less waste than common cutting, and all the uppers of the technology series are made from recyclable polyester yarn. In May 2018, Nike also signed the fashion environmental initiative Make Fashion Circular. In December 2018, Nike entered into a strategic cooperation agreement with the Danish non-profit organization Global Fashion Agenda.

Fashion brand

Bestseller

In May 2018, Danish Fashion Group's parent company, Heartland, announced that it has established a joint venture with its Danish biotechnology company, Pond, through its investment company BRIGHTFOLK to enhance Pond's research and development capabilities in bio-based textiles. In July 2018, the Zhizhi Group, which has more than 20 fashion brands including Jack & Jones, ONLY and Vero Moda, announced that it will launch a new brand, Selected People for the mid-market, based on its existing product portfolio.

This new brand is a popular sustainable development route in the fashion industry, and has undergone certain changes in the procurement of raw materials for clothing. The environmental protection measures show that Qizhi and its parent company have begun to try to inject the concept of environmental protection into the brand culture of the group, and look forward to the future of the brand's fashion enthusiasm with the help of environmental protection.

Jiangnan Cloth

In June 2018, Jiangnan Cloth announced the launch of a new fashion environmental brand REVERB in China to complement the Group's multi-brand expansion strategy and diversify its business through brand and category combination. It is reported that REVERB has a brand philosophy of “Circular Fashion”, which is the main style of sports, gender-free and sustainable fashion.

Compared with other brands' new technologies and new materials , the environmental protection advocated by Jiangnan Cloth is more like the need of multi-brand matrix, but also a test of the market. Of course, in the face of the diverse needs of consumers of different ages, genders, and occupations, the development path of multi-brands is also a good strategy.