There’s no denying that consumers want fashion – constantly. This ultra-high demand is something caused by the desire to keep up with trends, driven by the likes of social media and the ability to purchase products for a small price in a single tap.
Because of this endless cycle of ‘buy the product, use the product, throw away the product’, fast fashion has well and truly flowered into a model that uses cheap harmful materials, exploitative labor, and an overall model that causes disastrous effects on our environment – something we aim to cut out at the root.
As brands and retailers are constantly trying to keep up with trends, they rely on the ability to produce enough stock to anticipate demand. Often, by the time a garment or product reaches a shelf, the trend will have gone and a large proportion of the stock remains unsold. So what on earth happens to it?
Unfortunately, and unsurprisingly, much of this unused stock ends up in landfill. The average American gets rid of 80 pounds of clothing each year, a figure that has grown in the last 15 years in direct correlation to the rise of fast fashion. Worst of all, while it’s estimated that 95% of wasted clothing could be recycled, 65% of this is thrown away rather than donated. In fact, almost 85% of all textiles end up in landfills across the globe, where it could take up to 200 years for materials to decompose – a process which, in itself, is incredibly polluting releasing greenhouse emissions that contribute to rapidly accelerating climate change.
So what’s the solution, you ask? On-Demand fashion production. A simple to adopt and forward-looking solution that can put an end to fashion waste immediately. On-demand production enables you to produce your apparel lines only once they’ve been ordered by the end consumer. This means that there is no excess stock because the stock never existed in the first place!
As consumers are shifting focus from mass-market brands and retailers that are simply ‘greenwashing’ their clothing lines, to ones that are transparent with the sustainability messages and initiatives, this is the simple solution for you to join the latter.
With on-demand production, apparel can be produced locally rather than shipped across the globe, streamlining operations to re-shore production and bring fashion back home, shrinking your carbon footprint by minimizing the energy needed to create and transport your goods. All of this increases profitability for the manufacturer and the retailer, ending the cycle of overproduction by reducing landfill and environmental pollution in compliance with UN sustainable development goals (SDG).
Not to mention the incredible printers that are available today that can enable the sustainable production of fashion, including Kornit Digital’s own revolutionary pigment inks. Ink is jetted directly onto the surface of the fabric – a hugely disruptive process that will revolutionize the traditional textile printing industry, using 75% less energy and 85% less water relative to conventional inks.
The truth is, the future is bright for fashion, as long as brands and retailers are willing to lead the charge and embrace the digital transformation necessary to make true change. Sustainability is a trend for life, a trend that makes a difference to people across the globe, are you going to join the revolution?