Copenhagen: The Capital of Fashion Sustainability

Prior to the declaration of the climate crisis, having a sustainable approach in your business was seen as an unnecessary expense. There was such a small percentage of consumers concerned with the who, what, where, why of their purchases. To this day, some executives hold this same attitude and think the disadvantages outweigh the advantages in moving towards a sustainable business. This opinion is continually disproven as research shows just how much younger generations are seeking sustainable options. 

The Harvard Business Review has said that “Sustainable businesses are redefining the corporate ecosystem by designing models that create value for all stakeholders” on every level. A key factor to this working is communications on all levels. On a larger scale, supporting sustainability to fight against climate change will help avoid resource scarcity. We are already seeing this take place in some supply chains as water resources are depleting. This can be directly applied to garment manufacturing, as both synthetic and natural materials require water to be sourced. 

Many have referred to sustainability as the driver for innovation. It creates an opportunity for us to streamline many of the processes we have become comfortable with. Besides bettering the business on the sustainability front, this allows for new more financially efficient methods to replace the old ones. It’s in innovation where companies really have to invest their time and money to change their brands for the better, with the hopes that it will increase profit by driving in new customers, keeping resource costs low and streamlining old processes. More and more studies are showing that sustainability is directly related to better business performance.