Sustainability and the forefront of fashion | How to dress for the future

📌 目次

    Sustainability through technology

    In recent years, the fashion industry has seen a dramatic advancement in sustainable efforts due to technological advances, such as waterless dyeing, 3D knitting, and the transparency of production and distribution using blockchain. In particular, demand forecasting using AI, CO2 reduction during manufacturing, and reduction in material loss have attracted attention. These efforts have brought about benefits such as reduced product waste and a reduced burden on the global environment.

    POINT Fashion that incorporates cutting-edge technology is not just a trend, but is attracting attention as a style that proposes "new ethical values."

    Building a circular business model (Eco-CBM)

    The "circular economy" is now at the core of global corporate strategies. Introducing a "circular model" based on rental, repair, recycling, and upcycling can reduce new production and contribute to sales. Apparel companies are taking a variety of approaches, such as "re-dyeing returned products and reselling them" and "collecting them after sales and processing them into other products."

    POINT Especially in the case of imported apparel, the brand value in the medium to long term is easily evaluated by adding materials and reusing design.

    Design strategy that matches adult casual style

    The "minimal x eco x class" tone, centered on sustainability, is gaining support from adults in their 40s and 50s. The silhouette that eliminates waste and the layered look that makes use of functional materials combine sophistication and comfort. Another reason for its popularity is the genderless use of colors (e.g. earth tones, greige, mint beige, etc.).

    Adult casual minimalist coordination

    Issues to be aware of and concerns regarding domestic expansion

    In Japan, the price range and design of eco-friendly items tend to be issues, limiting their popularity to a certain demographic. In particular, in rural areas and among middle-aged and older people, there is a tendency to place more importance on cost performance and immediate delivery than on sustainability. For this reason, brands are required to provide educational information and develop mechanisms to visualize the reuse cycle.

    POINTAs a measure against greenwashing (fake sustainability), it is becoming essential to strengthen "evidence display" that clearly indicates the origin, materials, recycling measures, etc. of products.

    SummaryThe fusion of technology, the circular model, and minimalism is the core of next-generation fashion, which not only looks good but also has social value and comfort. Now that we are in demand for a "future-standard style" that goes beyond mere trends, the brands we choose need to have all three axes: philosophy, design, and transparency.

    Back to blog