In the fashion industry, sustainability is becoming a popular choice and a vital necessity. More well-known large brands are making obvious attempts to implement sustainable practices, and many new sustainable brands are emerging as a result of the growing demand and awareness for long-lasting and sustainable apparel. One of the companies setting the standard for sustainable supply chains and manufacturing methods is Patagonia. In 1996, it became the first company to use exclusive organic cotton, and it hasn’t looked back since as it works to achieve zero emissions. Additionally, the brand was successful in starting and assisting in the creation of a Sustainable Apparel Coalition, which has over 300 members currently and includes the U.S. Environmental Protection Agency, academia, non-governmental groups, and leading figures in the apparel industry.
“We’re working toward 100% renewable energy for our global owned and operated stores, offices and distribution centers. To reduce our product transportation footprint, which accounts for around 10% of our annual total emissions, we are increasing the use of drop-shipping (shipping directly from factories to international distribution centers), minimizing the need for inbound air shipments and reducing the need for two-day shipping options for customers. We also opened our East Coast Distribution Center in Pennsylvania in 2018, allowing us to reach 95% of the US in three days without using air shipping.” said Patagonia giving an insight into their sustainable goals. The group wants the apparel business to have a good impact on the people who work in it and not harm the environment.
Manufacturing techniques
After implementing the initial stage of using organic cotton, Patagonia employed other procedures and methods in an effort to reach its goal. Some of the methods are as follows: Organic and regenerative organic cotton, hemp, recycled polyester, and recycled nylon are among the materials that the brand has expanded its usage of. Organic farming uses natural methods to maintain growth rather than hazardous chemicals, which helps minimize 90% of water use and 45% of CO2 emissions. During 2020, they released Nano Puff® jacket, which used 100% postconsumer recycled polyester insulation, cutting carbon emissions by nearly half, according to an internally commissioned Life Cycle Assessment. Both the soil and animal welfare are enhanced by regenerative farming methods.
Patagonia uses cutting-edge dyeing methods that contribute to their sustainability. When acquiring materials for manufacture, they also employ ethical sourcing. The brand uses renewable energy in a significant portion of its manufacturing process.
By 2025, the company is said to eliminate virgin petroleum material in their products and only use preferred materials.
“We’re reducing our reliance on fossil fuels by creating products with recycled polyester, like our Better Sweater® jackets. On average, using semi-mechanically recycled polyester fabric instead of virgin polyester avoids 50% of CO₂e emissions, based on the Higg Materials Sustainability Index, version 3.7.” said Patagonia.
Patagonia Sustainability
Patagonia is a brand that meets numerous criteria for sustainability. In addition to being a market leader in outdoor clothing, the brand also promotes sustainability in fashion by offering certain features that encourage that.
85% of clothes end up in landfills, and the cleaning and disposal of garments in these landfills increase the environmental impact. Patagonia encourages buying less. It runs “Worn Wear,“ a program that promotes reuse. It allows its customers to trade in their old Patagonia products and buy used clothing. Patagonia offers repair, replacement, or refunds for apparel if it does not satisfy the customer or detect a problem with it. The brand also offers to repair damage due to wear and tear at a reasonable charge.
The company Patagonia is quite transparent about its operations strategies. Although the brand is out there with its marketing, it is not afraid to expose its customers the materials and methods used to produce its clothes. Patagonia employs activism for their ads rather than the traditional marketing approach. Their “don’t buy this jacket” campaign is a well-known example of this.
Sustainable fashion brands are growing in popularity as people see the need to care for the environment including those involved in the clothes industry. Patagonia is a major brand that pioneered the path for noticeable initiatives to prevent environmental harm while remaining strict and transparent in its sustainability policies. More brands have been influenced by Patagonia and are joining the drive to revolutionize sustainability and ethics.
