As consumers become more aware of sustainability, some fashion brands are making concerted efforts to not just be seen as an eco-conscious brand, but to change their practices and supply chains to reach legitimate sustainability goals.
Mavi, a global jeans and apparel brand, is taking a multi-faceted approach to reaching its targets. Fibers used in its All Blue collection include organic, recycled, or Better Cotton, as well as upcycled materials. The sales of the sustainable All Blue products accounted for about 10 percent of total revenues in 2021, according to Mavi’s Cüneyt Yavuz, CEO, in an interview for the Lifestyle Monitor™ Survey. He says the company is aiming for its entire denim collection to consist of sustainable All Blue products by 2030. With its “right price/quality balance,” Yavuz says the collection helps consumers make more informed choices.
This approach to fashion is in step with today’s shoppers: Three-quarters of consumers (75 percent) say sustainability is important when looking at the products they plan to purchase, according to the Cotton Incorporated Lifestyle Monitor™ Survey.
Further, the majority of consumers say cotton clothing is the most sustainable (78 percent), highest quality (71 percent), and lasts the longest (59 percent) compared to manmade fiber clothing, according to the Monitor™ research.
at Sourcing Journal.