Sustainability of Apparels - Let the Labels Speak It All

Abstract

This research paper discusses how ethical would it have been, had there been a label of “sustainability” on the second skin. “If the label speaks it all”.

Research problem identified is that in most of the cases customer does not know the sustainability count of Apparel by looking at the product labels and hangtags.

The Research Question being addressed is if a product is sustainable, what are the ways of communicating it to the customers so that all the efforts taken towards integrating sustainability are effectively communicated to the customers. Labels and hangtags might be one of the best ways of trickling down sustainability to the consumers. If the label of apparel talks of the Sustainability scores it shall be a giant step towards fortifying the basic tenets of sustainability.

The objective of this paper is to generate ideas as to how Sustainability of a product can be reflected on tag/label of an apparel to solve the problem identified by getting inspiration from other products which practice it so that it can be effectively communicated to the consumers increasing the availability of sustainable choices and possibility of conscious consumer purchase decision.

The story of creation of apparel begins with a fiber followed by its metamorphosis into apparel adorning a fashionista. Nowhere does it mention whether it had been crafted by tiny hands for the tiny tots or made by free and happy workers. Nowhere does it mention whether it is the culprit of polluting the rare elixir of life or is made the sustainable way. Nowhere does it mention if it was responsible for choking of millions living near the factories. Nowhere does it mention whether it has been made in the day of the light or in the darkness of a sweat shop. Nowhere does it mention if the leather and fur or shell etc., is stained in blood. Nowhere does it mention if the plastic pollution of the product has been suffocating the flora and fauna in the suburbs. Nowhere is its “ethical tale” documented.

The Research methodology adopted is learning from contemporary examples of brands and products using sustainability labels. This Research proposes the idea of having a “Sustainability Label” in addition to size/fit/country of origin/wash care instructions/brand name etc.- an additional label on an apparel item/product may help in effective communication of the sustainable efforts of the brand to its end users/customers.

C. Arora—Institute of Home Economics, University of Delhi, India - retired