The glitz and glamor of the fashion world often overshadow a harsh reality, its substantial environmental impact, particularly concerning water usage. 

With the climate crisis escalating, the world of fashion finds itself under increasing scrutiny to adopt more sustainable practices. Yet, despite the rising public awareness and calls for greener production methods, the journey toward sustainability is still in its infancy.

Fast fashion is a term used to describe a segment of the fashion industry that focuses on quickly producing high volumes of trendy, inexpensive clothing. This model enables consumers to purchase the latest styles, inspired by runway shows or celebrity culture, at affordable prices and with a rapid turnaround from design to retail.

The fast fashion industry thrives on the speed and efficiency of its supply chain, which often involves outsourcing production to countries with lower labor costs. This allows companies to produce clothing quickly and at a low cost, passing these savings on to the consumer.

One of the key features of fast fashion is its emphasis on replicating high-fashion trends and making them accessible to the mass market. This often results in a high turnover rate of inventory, encouraging consumers to frequently purchase new items to stay on-trend. The business model relies heavily on creating a sense of urgency and desire for the latest fashion, often through aggressive marketing and the rapid introduction of new collections.

However, the fast fashion industry has been criticized for its environmental and social impacts. The rapid production cycles lead to significant waste, with large quantities of unsold clothing often ending up in landfills. The use of synthetic materials, such as polyester, further exacerbates environmental issues due to their non-biodegradable nature. Additionally, the focus on low-cost production can lead to poor working conditions, low wages, and exploitation of labor in countries where these garments are produced.

In response to these criticisms, there has been a growing movement towards sustainable and ethical fashion. Consumers are becoming more aware of the environmental footprint and social implications of their clothing choices, leading to increased demand for transparency and responsibility from fashion brands. Sustainable fashion aims to address these issues by promoting eco-friendly materials, fair labor practices, and reducing waste through recycling and upcycling initiatives.

As awareness grows, the fast fashion industry is being pushed to evolve towards more responsible practices, balancing the demand for trendy, affordable fashion with the need for environmental and social responsibility. This blog aims to share with you the circular water approaches companies can and are taking to secure sustainable production practices.

Deep dive into reality 

Fashion is a double-edged sword, contributing up to 10% of global carbon emissions while being the second-largest consumer of water. The allure of fast fashion—rapidly producing cheap, trendy clothing—has led to staggering levels of water consumption and pollution. As our wardrobes swell with the latest trends, the environment continues to pay a hefty price.

In 2020 alone, the industry consumed over 79 trillion liters of water. This alarming figure highlights the industry’s vast environmental footprint, driven largely by the fast fashion model that encourages frequent wardrobe updates.

Cotton, the most widely used natural fiber in fashion, exemplifies the impact on global water resources. Producing a single cotton shirt requires approximately 700 gallons of water. The environmental toll of cotton extends beyond water use; the fertilizers and toxic chemicals used in cotton farming severely contaminate water sources, with dire consequences for ecosystems and human health. According to a 2023 study by Mongabay-India, 5.8 million cotton farmers in India rely heavily on pesticides to protect their crops. However, due to a lack of knowledge about proper application rates, these chemicals are often overused. This misconception that more pesticides equals faster pest elimination harms the environment, where only a small percentage (around 2%) reaches the target pests, while the rest contaminates the soil and connected waterways, disrupting the ecosystem’s delicate balance.

Furthermore, the process of textile dyeing and finishing contributes to the industry’s water pollution problem. This stage accounts for over 20% of global industrial water pollution due to the use of hazardous chemicals. In Bangladesh, garment factories and mills consume around 1,500 billion liters of water annually, depleting local groundwater and introducing harmful contaminants into nearby water bodies.

Synthetic textiles present another significant environmental challenge. The production and washing of synthetic garments release microfibers into water sources. Each year, washing clothes releases 500,000 tons of microfibers into the ocean—equivalent to 50 billion plastic bottles. These microfibers, laden with toxic chemicals such as arsenic, benzene, and lead, further degrade water quality and harm marine life.

Infographic – a risky value chain

(Only as a reference, to be redesigned in-house).

What can be done?

Addressing the fast fashion industry’s environmental impact requires a multifaceted approach, involving innovative solutions and a shift towards sustainable practices. Fortunately, alternatives are available to make the right decision.

One of the most promising pathways to sustainability in fashion involves the use of biodegradable and sustainable materials. Organic hemp and linen stand out as excellent alternatives to conventional fabrics. For instance, compared to cotton, hemp requires significantly less land and water to grow. On average, cotton requires 10,000 liters of water per kg of fiber, whereas hemp thrives with only 2,000 liters per kg.  Furthermore, hemp utilizes natural precipitation (green water) for much of its needs, with less reliance on irrigation. Likewise, linen sourced from flax plants requires much less water than the production of cotton. It is estimated that flax plants require only 40% of the amount of water that cotton plants require.

In addition, innovative materials are making their mark. Piñatex, a vegan leather made from pineapple leaves without harmful chemicals, Econyl, a fiber derived from recovered ocean waste, and ECOVERO, a semi-synthetic fiber that uses 50% less water than traditional viscose, all provide eco-friendly options that can significantly reduce the fast industry’s environmental footprint.

Switching to organic cotton farming is another crucial step toward addressing the water footprint in fashion to ensure sustainability. This practice can save approximately 218 billion liters of water and reduce pollution by avoiding fertilizers and pesticides. Brands like Patagonia and North Face are pioneering this change by using certified organic cotton, encouraging consumers to support environmentally friendly products by looking for the Global Organic Textile Standard (GOTS) label.

Embracing circular economy practices involves reusing, refurbishing, recycling, and remanufacturing garments. This approach not only reduces waste and pollution but also minimizes resource consumption by creating a closed-loop system. Water reuse is a critical strategy for mitigating water scarcity. It offers significant benefits for both environmental and agricultural purposes. For instance, countries such as Spain and Israel have demonstrated the effectiveness of water reuse in reducing pressure on freshwater resources. Reclaimed water in Spain is mainly used in agriculture, with more than 40% being used for irrigation and products of human consumption, while in Israel, water reuse covers 50% of irrigation water needs.

The fashion industry is also exploring the potential of bioplastics, which possess the potential to replace petroleum-based materials with natural and renewable raw materials such as sugarcane, castor beans, corn, and sugar beets. Bioplastics are biodegradable and compostable, breaking down naturally in a matter of months, and represent a significant step forward in reducing plastic waste and its considerable water footprint in the fashion sector. 

Why are such solutions imperative?

The transformation of the fashion industry into a sustainable model is a complex but necessary journey. It requires collaboration across all levels of the industry, from designers and manufacturers to consumers and policymakers. 

Thus, by adopting sustainable practices, reducing water consumption, reusing and creating closed-loop systems, and embracing a circular economy approach, which focuses on reusing and recycling materials to minimize waste,  the fashion industry can significantly lessen its environmental impact.

To support these initiatives, consumers must also make more conscious choices, opting for clothing made with sustainable and natural materials. Investing in quality garments that are durable and timeless can help reduce the cycle of overproduction and waste. Education and marketing strategies can play a vital role in encouraging environmentally friendly behaviors, making these choices more accessible and affordable.

Ultimately, the long-term stability of the fashion industry relies on rethinking the fast-fashion model, which is linked to overproduction and overconsumption. This transformation requires international coordination and the adoption of new mindsets at both the business and consumer levels.

One approach to lowering fashion’s environmental impact is to shift from a linear (take, make, dispose) to a circular system. This involves three key strategies: narrowing (efficiency), closing (recycling), and slowing (reusing). Additionally, new business models such as renting, leasing, updating, repairing, and reselling can extend product lifetimes and promote a slower, more sustainable lifestyle for consumers.

Paving the way to a sustainable future 

The fashion industry stands at a crossroads, facing a critical need to redefine its practices in light of the escalating climate crisis and its effect on water security. Sustainable transformation is not merely an option but an imperative. By embracing sustainable materials, adopting circular water and economy practices, and fostering a culture of conscious consumption, the industry can lead the way toward a more sustainable future.

At IDRA, we champion water stewardship, by advocating for practices that recover and return more water than is used through technical solutions such as water reuse and recycling. The initiatives, along with the collective efforts of the fashion community and consumers, can pave the way for a more sustainable and environmentally responsible fashion industry.

“We are committed to building an expanded IDRA community that embraces all aspects of planning and satisfying global water needs,” says Shannon McCarthy, IDRA Secretary General. This community includes technology providers, policymakers, the international finance community, end-users, public and private utilities and NGOs, all working towards a sustainable future.

In this transformative journey, every stakeholder has a role to play. From policymakers enacting supportive regulations to consumers making informed choices, the path to sustainability in fashion requires a collective commitment to preserving our planet’s precious water resources. Together, we can ensure that fashion not only reflects creativity and innovation but also a deep respect for the environment.

Sources:

https://blogs.gwu.edu/law-gwpointsource/2023/10/02/fast-fashion-polluting-our-water-millions-of-clothing-items-at-a-time

https://www.cdp.net/en/research/global-reports/interwoven-risks-untapped-opportunities

https://www.ellenmacarthurfoundation.org/a-new-textiles-economy

https://www.businessinsider.com/fast-fashion-environmental-impact-pollution-emissions-waste-water-2019-10

https://unfccc.int/news/fashion-industry-un-pursue-climate-action-for-sustainable-development

https://www.researchgate.net/publication/340635670_The_environmental_price_of_fast_fashion

https://india.mongabay.com/2023/10/soil-degradation-in-india-spells-doom-for-millions/

https://hemp-copenhagen.com/pages/hemp-science#:~:text=It%20only%20requires%20about%201,(grown%20on%203.4%20m2).

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https://www.mdpi.com/2076-3298/11/4/81