Everyone wants to benefit from this, but not everyone is willing to take on the expense and effort required for genuine, practical sustainability. When a company's only assets are unrealistic "seals of approval" and bold promises, it's called "greenwashing." How genuine is sustainability in each individual case? Companies, like their customers, want metrics that help separate the wheat from the chaff. Key performance indicators are such criteria, and they deliver real results.
Key figures for sustainability in the fashion industry
The most common statements made about the sustainability of fashion brands are based on the key figures presented below.
1) Carbon Footprint
The so-called carbon footprint measures the greenhouse gases released by products or activities. It takes into account not only the manufacturing process itself, but also the cultivation and production of ingredients or packaging, as well as the transport routes. The carbon footprint can be significantly reduced if companies use local resources, reduce consumption, and strive to shorten their supply chains.
Image: Industry in particular has a high CO2 consumption.
2) Water consumption
The question of how much water is used for fiber cultivation, production, and dyeing is one of the most important for the fashion industry. This is where many manufacturers and their suppliers commit serious environmental sins. Consumption can be measured using two separate metrics: the H2O Index or the Water Footprint, a counterpart to the Carbon Footprint.
Image: Water is an important commodity.
3) Social fairness
The production of clothing affects not only nature and wildlife, but also the people who live and work in the countries of manufacture. A large proportion of production takes place in emerging markets – partly because the regulations, standards, and controls there are far less stringent than in Europe or North America. Organizations such as the Fair Wage Network and the Fair Labor Association measure how much workers actually earn, what working conditions prevail, and whether basic human rights are respected.
Image: Good fashion is fair.
4) Fibers and materials
The materials used contribute significantly to the impact of fashion – but can also potentially harm the environment. Water consumption, toxic properties, and potential recycling are just some of the criteria used to measure the actual sustainability of fashion components. These indicators can be found in the Higgs Index or at the Sustainable Apparel Coalition.
Image: In all shapes and colors.
5) Recycling
Can discarded clothing, shoes, and accessories be recycled? Recycling, as well as offering take-back options, are further hallmarks of sustainable companies. Manufacturers committed to the Global Recycling Standard can obtain certification, for example, through the Cradle-to-Cradle certification process.
Image: Reuse, Recycle - giving old clothes new life.
Against fast fashion – with key figures
Companies that take their social and environmental responsibilities seriously serve as role models. Fashion plays an important role in protecting our environment—and therefore has a particular responsibility when it comes to shaping the future more sustainably.
To demonstrate successful sustainability, there are key performance indicators – they make the leading players in the sustainable fashion segment visible and thus provide incentives – for customers and other companies.
