4 MIN READ
12-13-2024
The Fashion Revolution: Brands Cutting Plastics from Their Supply Chains
Alex Schulze , CEO/Co-Founder
The Fashion Revolution: Brands Cutting Plastics from Their Supply Chains
While it may not always be apparent, the clothes we wear are a major source of plastic waste. The global apparel industry generates 21 million tons of plastic waste annually, with 89% coming from synthetic fibers. These fibers shed microplastics during washing, polluting oceans and causing long-term environmental harm. Additionally, plastic packaging used across the supply chain exacerbates the problem, with billions of garments shipped annually, most in single-use plastics. Fashion’s reliance on plastic is coming under fire, and some brands are stepping up to revolutionize the industry from the ground up.
Material Innovation: Pushing the Boundaries
Innovations in material science have been pivotal in helping brands move away from plastic. Many fashion companies are now exploring bio-based textiles, turning to plant-based alternatives like mushroom leather, seaweed fibers, and bamboo.
One standout is PANGAIA, whose sustainability efforts are reshaping the industry. Embracing a 'slow fashion' philosophy, their clothing features materials developed in-house, such as PANettle—a denim substitute made from Himalayan wild nettle—and FRUTFIBER™, a fabric created from banana, pineapple, and bamboo fibers. These innovations offer a sustainable alternative to cotton. Another notable material is PPRMINT™️, a peppermint oil treatment that neutralizes odors and prevents bacteria growth, extending garment lifespan and reducing the need for frequent washing.
While recycled plastic fibers like Econyl have become more common, Refiberd is pushing the envelope with AI-driven recycling technology. Traditionally, clothes made from blended materials are challenging to recycle. Refiberd addresses this by using hyperspectral imaging and AI to identify fiber compositions, separate them, and chemically recycle them into new threads. Impressively, 93% of the original material is recycled, and Refiberd’s threads are 75% cheaper than other low-impact options, making sustainable fashion more affordable.
Global Brands Making a Big Impact
While large corporations often grab the spotlight with their annual sustainability reports and generous donations, smaller brands are making incredible strides in plastic-free fashion.
French footwear brand Veja, for instance, is utilizing organic cotton for canvas and laces, Amazonian rubber for soles, and various innovative materials made from recycled plastic bottles or recycled polyester. In addition to its eco-friendly fabrics, Veja sets a high standard for transparency and fair trade. Even their packaging is made from natural kraft cardboard, minimizing inks to reduce environmental impact.
Similarly, Australian brand Outland Denim is revolutionizing jean production by slashing water, energy, and chemical consumption in its facilities. Their packaging is entirely plastic-free—each online order is shipped in recyclable, compostable cardboard, and the thank-you card is made from 100% post-consumer waste. Outland Denim’s strict supply chain standards ensure ethical practices, and the company aligns with the UN’s Sustainable Development Goals.
Beyond Products: Rethinking Packaging and Transparency
Sustainability isn’t limited to garments — brands are tackling the plastic problem by rethinking packaging as well.
Indian brand No Nasties is committed to being "carbon negative, planet positive" and prides itself on full transparency in its production process. Alongside its zero-waste approach—which incorporates overstock fabric and 100% local, organic cotton—No Nasties uses packaging made entirely from recycled, recyclable, and compostable materials. The brand also powers its website and part of its factories with solar and wind energy. Moreover, they actively invest in offset projects focused on renewable energy, forest protection, and reforestation. To ensure transparency, No Nasties commissioned a third-party Life Cycle Analysis to track the carbon footprint of its entire supply chain, from material sourcing to final product.
Footwear and apparel brand Allbirds is equally committed to sustainable packaging. They’ve designed an innovative packaging system—combining a shoebox, shopping bag, and mailer into one—all made from 100% recycled materials and certified by the Forest Stewardship Council (FSC). Allbirds doesn’t stop at packaging: they carefully monitor and minimize their carbon footprint by investing in regenerative agriculture, renewable materials, and clean energy. Additionally, they support nature-based carbon removal projects that align with their value chain, ensuring a comprehensive approach to sustainability.
The Power of the Collective
The push to eliminate plastic in fashion isn't happening in isolation. Collaborative efforts like The Fashion Pact are accelerating progress. Launched in 2019, this global coalition of over 60 fashion companies—from luxury to sportswear brands—focuses on reducing plastic waste and environmental degradation. Members are committed to adopting sustainable materials and promoting transparency across their supply chains.
The fashion industry is undergoing a necessary transformation, as brands increasingly recognize the importance of cutting plastic from their products and processes. Through innovation, collaboration, and transparency, the sector is proving that a more sustainable, plastic-free future is possible.