Sustainable fashion campaigns have become the standard for addressing the style-minded industry's contribution to climate change. These activations have the power to initiate change within the parameters of both consumer behavior and product manufacturing. The latest eco-minded extension comes from a partnership between threadUP — the world's largest fashion resale platform, and contemporary brand Amour Vert.
The sustainable fashion campaign was launched on September 21st, in conjunction with National Clean-Up Day. Amour Vert allowed customers to send in their unwanted clothes and receive a shopping credit in return. This not only declutters and adds value to consumers and their homes, but all clothes that were sent in were transitioned to thredUP's inventory where they were "sold, reused, or responsibly recycled."
In terms of impact, the sustainable fashion campaign reduces carbon, waste and water footprints by 82%. In addition, each reused garment has an extended lifespan of an average of 2.2 years.
Photo Credits: thredUP
Upcycled Sustainable Fashion Campaigns
thredUP and Amour Vert Seek to Encourage an Eco Mindset
Trend Themes
1. Sustainable Fashion - There is a growing trend towards sustainable fashion campaigns, which emphasize recycling and promote the use of eco-friendly materials and practices in the production of clothing.
2. Circular Fashion - There's a recognition a trend towards circular fashion, which refers to the creation of a closed-loop system where products are recycled, reused or upcycled instead of discarded after a single use.
3. Resale Platforms - Resale platforms are gaining prominence, providing customers an avenue to make extra cash from their unwanted clothes, thus reducing garment waste while giving other individuals the opportunity to buy second-hand clothes at a lower cost.
Industry Implications
1. Fashion - More and more fashion brands are embracing sustainable and circular fashion, creating garments by incorporating eco-friendly materials and recycling practices to reduce their carbon, water, and waste footprints while promoting environmentally conscious consumer behavior.
2. Resale - Resale platforms are beginning to disrupt the fashion industry, with companies such as thredUP garnering increasing popularity as more consumers embrace secondhand clothing, particularly as consumers become more environmentally aware and conscious.
3. Retail - The growing popularity of sustainability and environmental awareness has influenced more retailers to encourage circular fashion through their online and brick-and-mortar shops, from offering discounts for customers selling their old clothes to providing incentives for buying secondhand clothes.