The fashion industry has long been synonymous with disposability, churning out cheap, low-quality garments in pursuit of ever-increasing profits. But a recent fireside chat hosted by The Sourcing Journal suggests that a fundamental shift may be underway, as leading brands and manufacturers grapple with the environmental and social consequences of this unsustainable model.
What this really means is that the industry is being forced to confront the harsh reality that its "fast fashion" playbook is no longer viable. As the World Economic Forum reports, the fashion sector is currently responsible for 10% of global carbon emissions and 20% of wastewater - a staggering environmental toll that can no longer be ignored.
Rethinking the Profit-Volume Equation
The bigger picture here is that the industry is grappling with a fundamental shift in its underlying business model. As Suzanne Ellingham of Source Fashion explained, the traditional focus on maximizing production volume and chasing the lowest possible costs is no longer sustainable, either financially or environmentally.
Instead, companies are being compelled to explore a "de-growth" or "post-growth" approach that uncouples profitability from endless production. The goal is to maintain healthy bottom lines while selling fewer, higher-quality garments that are designed to last. This represents a seismic shift in mindset, as the industry must now prioritize durability, repairability, and circularity over pure cost optimization.
Regulatory Pressure Mounts
Driving this change is a growing wave of regulatory pressure, as governments around the world implement policies aimed at forcing the fashion sector to address its environmental impact. For example, the European Union recently introduced mandatory durability standards that require verifiable garment longevity, effectively making low-quality, disposable fashion obsolete.
This regulatory push is not limited to Europe, as other regions are also exploring similar measures. The message is clear: the industry can no longer ignore the environmental and social costs of its business practices, and must fundamentally redesign its products and processes to be more sustainable.
While this transition will undoubtedly be challenging, it also represents a significant opportunity for brands and manufacturers who are willing to embrace a new, more responsible way of doing business. By prioritizing durability, repairability, and circularity, the fashion industry can not only reduce its environmental impact, but also build stronger, more resilient businesses that are better positioned to thrive in the decades to come.