The fashion industry is one of the largest contributors to environmental pollution and waste generation. As consumers become more conscious of the impact of their purchasing decisions, there has been a growing trend towards sustainable and eco-friendly activewear brands. These brands often promote a message of environmental responsibility and offer post-consumer policies to reduce waste and promote circular economies.
A recent study conducted by researchers from the University of Birmingham, University of Bristol, University of Georgia, and Buffalo State University delved into the post-consumer policies of 17 eco-friendly activewear companies based in Europe and the US. The study, published in the Cambridge Journal of Regions, Economy and Society, aimed to explore how geography impacts the effectiveness of Waste Reduction Networks implemented by these companies.
Professor John Bryson, Chair in Enterprise and Economic Geography at Birmingham Business School, highlighted the significance of activewear in the fashion market, noting its rapid growth as consumers prioritize healthy lifestyles. Many activewear brands align themselves with broader environmental ethics, encouraging consumers to have a closer relationship with nature, which is often reflected in their product advertising.
The researchers found that each of the 17 companies had a unique Waste Reduction Network in place to divert their products from ending up in landfills. For example, US-based firms like éclipse and Girlfriend Collective offer programs where customers can return old clothing for store credit or discounts on future purchases. On the other hand, Swedish manufacturer Filippa K has established a second-hand market for consumers to resell used garments.
However, the study revealed that the effectiveness of these take-back schemes for reuse and upcycling is influenced by the physical location of the consumer. Companies like Vaude, Filippa K, and Girlfriend Collective have initiatives that align with their sustainability principles but are limited to domestic customers due to logistical constraints. For instance, éclipse requires customers to return clothing to its headquarters in Colorado, while Filippa K’s preowned market is restricted to consumers in Sweden. Similarly, Girlfriend Collective’s return initiative is only available in the US, despite the brand shipping globally to countries like Canada, the UK, and Australia.
Professor Vida Vanchan emphasized the importance of accessibility in Waste Reduction Networks, noting that these initiatives are most effective for consumers who can easily access them. It is not practical for a customer in the UK to send clothing all the way to Colorado for recycling, as this would have a significant environmental impact. Therefore, companies need to consider the geographical limitations of their post-consumer policies to ensure their sustainability efforts are truly impactful.
In conclusion, the research conducted by these universities sheds light on the importance of geography in shaping the effectiveness of post-consumer policies in the activewear sector. By understanding how location impacts Waste Reduction Networks, companies can tailor their initiatives to better serve their customers and minimize their environmental footprint. As the demand for sustainable fashion continues to rise, it is crucial for brands to consider the geographical implications of their circular economy practices to create a more sustainable future for the industry.