By Johanna Lau
The environmental impacts of fast fashion (as discussed here by Analyst Tilly Woodford) are one of many concerns for informed and environmentally conscious consumers. With consumers holding brands accountable and pushing for circular fashion (which you can read more about in Analyst Tom Secheyron’s article here), companies are forced to either revolutionize or face obsolescence and backlash.
In every industry, those who brave the metaverse and pioneer technology are paving a path to redefining the world around us — and the same is true for redefining sustainable fashion.
Technology is already making waves for sustainable fashion.
With more and more websites like Good On You popping up, it is now easier than ever for consumers to research companies’ environmental practices and shop accordingly.
One way that technology is supporting sustainable fashion is by combatting the industry’s culture of overconsumption. Shifting to on-demand manufacturing means goods are only made when required or ordered, reducing waste and overproduction. Companies can also save on excess products and costs through this method. While on-demand manufacturing has long been dismissed due to concerns of slowing down shipments, new software such as UnmadeOS and Techpacker now allow clothing companies to design and manufacture their products directly.
Other technological developments address the issue right at the source, like the fabric our clothing is made of. The development of alternative textiles is transforming the clothes we wear. Biotechnology allows us to create textiles from bio-waste by combining existing fibres through a chemical process. There are also lab-grown textiles which can be manipulated and customized for the desired texture — it’s like the BeyondMeat of fashion!
How does the metaverse fit into the picture?
While the metaverse is often thrown around as a buzzword, it can be defined as “a broad shift in how we interact with technology.” This can include Virtual Reality — virtual worlds that exist even when you are not in it — and Augmented Reality, which combines digital and physical worlds. While this digitized world may seem daunting, it has already been integrated with fashion through e-commerce, digital fashion in video games, and even fashionable social media filters. With NFTs and other virtual goods on the rise, some visionaries speculate that we will shift to a digital economy where garments can be bought and worn digitally.
Though we are not quite in this digital world yet, many companies are leveraging the metaverse to their advantage. 3D sampling allows designers to see their creations virtually before cutting patterns and making prototypes. With 3D pattern-making technology and virtual prototyping, designers can create instant 3D visual drafts of their clothing. This significantly reduces the textiles used during the design process. Designers can also use virtual fit models to align their ideal measurements and ensure consistency in sizing. Creating sizing charts in advance improves sizing accuracy, which leads to reduced returned items.
One company deploying 3D technology is Tommy Hilfiger, which has already committed to doing all its design processes using 3D design.
Another metaverse technology is mobile body scanning; 3DLOOK’s body scanning technology allows designers and manufacturers to create garments based on actual people rather than using average measurements. Not only does mobile body scanning improve inclusive sizing, but it also reduces waste. Nearly 85% of our clothes are in landfills, and a quarter of returns are thrown away. By creating better-fitting clothing, companies can reduce returns and improve their production accuracy and efficiency, reducing their ecological footprint. Imagine the impact this could have when combined with on-demand manufacturing!
The revolution of sustainable fashion is driven by new technology. As consumers, we can continue to push for innovation by informing ourselves and voting with our dollars.