FMCG The Rise of Sustainable Fashion

The Rise of Sustainable Fashion

With continuously growing concern for the climate, a big contributor to the crisis is fast fashion. The industry is responsible for water pollution, greenhouse gas emissions and landfill. With over 300,000 tonnes of clothing going to landfill each year.

Many companies and brands have been continuing to enter the market with the mission to help combat environmental issues by creating sustainable solutions. In addition to the environmental benefits, businesses promoting sustainable and circular fashion offer consumers a cheaper way to shop in the current economic situation, where many of us are facing huge squeezes on disposable income.

Sustainable Brands


Lucy & Yak, an independent clothing company based in New Zealand and sold internationally, have chosen many sustainable options within their product production. From their newest factory having a completely sustainable energy source, powered by solar energy, to employees being paid the living wage, and packing bags created from 100% recycled and biodegradable materials. Lucy & Yak continue to strive and create ideas to increase their sustainability with recent news in their May – September 2022 report announcing they are fully GOTS certified. From processing to distribution, they follow the guidelines to having sustainably processed fabric with organic fibres and ensuring they are environmentally and socially responsible during this process.

Sustainable Platforms

In recent years, we have seen many sustainable fashion apps and websites blow up, from selling clothes to renting them on a short-term basis, allowing consumers to have more options when trying to reduce their carbon footprint. Ebay has always been a big contributor for selling items second hand, along with Facebook Marketplace increasing in popularity in recent years. In the fashion industry specifically, we have seen apps such as Depop and Vinted grow significantly.

A key player in the current market is Vinted, an app which makes it easy to buy and sell pre-owned clothes and accessories, providing a simple way to shop sustainably or earn yourself some extra money by selling clothing you no longer wear. With the rising need to buy sustainably, more people are slowly gravitating towards second hand items instead of fast fashion retailers.

My WardrobeHQ

My WardrobeHQ is another business we can acknowledge for this, who in recent news has been recognised for their sustainability. First launching in 2019 as Britain’s first fashion rental marketplace, their aim is to provide the fashion industry with a circular economy to stop this waste and extend each garment’s life by up to 15 times. Prolonging the life cycle of your clothes by 9 months can reduce your environmental impact by up to 30%!


They have been able to encourage an entirely new market to the luxury fashion industry with many who wouldn’t have considered spending large amounts on a singular piece, now have the option to rent or try before they buy. Carrying a selection of accessories and clothing from over 500 designers including Stella McCartney, Gucci, Prada, Anya Hindmarch, Chanel, Saint Laurent and many more, it allows MyWardrobeHQ to appeal to many different styles and tastes.

In the past week we have seen the launch of luxury retailer Karen Millen who have partnered with MyWardrobe HQ to launch their new rental platform, Karen Millen Rotates. A businesses that pledges to ‘contribute to a circular economy’, allowing customers to rent clothing items from four to fourteen days, for just £6 per day.

Buying specific clothing items for events or special occasions, is unsustainable but also an expensive way to shop. Making use of sites like Karen Millen Rotates, enables you to not only help the environment but save money long-term.

Here at New Chapter we have a selection of amazing consultants helping individuals start new chapters across an array of industries within FMCG.

If you are interested in exploring roles within retail and FMCG, or specifically fashion please get in touch!

  • Share this post

Leave a Comment