The change of mentality in the world of fashion is increasingly noticeable. The big fast fashion brands are taking steps in the right direction: the road to sustainability. Asos, the British giant, has been one of the last to join this movement. Is a sustainable Asos possible?
The online store par excellence has just announced that they will stop using feathers, silk, mohair and cashmere in the garments from 2019. They join the restrictions on the use of materials that come from animal or environmental exploitation adopted by other brands such as Gucci, that this year announced that they would stop using leather as of 2019, or H&M, with its H&M Concious collection.
Just a few months ago, Asos committed, along with 63 other firms, to produce in a more sustainable way and increase the use of recycled textiles by 2020. With this initiative, they set the goal of using 100% sustainable cotton in all their collections for that year.
Education in sustainability for its designers
In addition, the firm will send 15 of its designers to an awareness program in collaboration with the Center for Sustainable Fashion at the London College. In the workshops and conferences, the firm aims to transfer to all its creative team the necessary knowledge and skills to produce fashion in a sustainable way, starting from the design of the garments.
Therefore, the road to a sustainable Asos goes through many different actions, not only those that concern fashion. The company aims to reduce its carbon footprint, water consumption and waste by 15% in 2020. They have recycled 352 tons of cardboard in the last year. Their shipping bags contain a 25% of recycled material, while the boxes are made with 100% recycled cardboard.
What is clear is that a halo of conscience has reached consumers; we tend to look less the price and start focusing our attention on the environmental impact that generates what we buy. A reflection that has been transferred to the big fashion companies and that has led them to consider these kind of sustainability objectives.