IOSR Journal Of Humanities And Social Science (IOSR-JHSS)

Volume 20, Issue 8, Ver. I (Aug 2015), PP 17-22

e-ISSN: 2279-0837, p-ISSN: 2279-0845.
www.iosrjournals.org

Sustainable and Ethical Fashion: The Environmental and

Morality Issues
1
Najmul Kadir Kaikobad, 2Md. Zafar Alam Bhuiyan, 3Helena Nazneen Zobaida,
4
Afroza Huq Daizy
1
Assistant Dean & Assistant Professor, Department of Fashion Design & Technology, Shanto-Mariam
University of Creative Technology, Dhaka, Bangladesh
2
Assistant Professor, Department of Fashion Design & Technology, Shanto-Mariam University of Creative
Technology, Dhaka, Bangladesh
3
Assistant Professor, Department of Fashion Design & Technology, Shanto-Mariam University of Creative
Technology, Dhaka, Bangladesh
4
Lecturer, Department of Fashion Design & Technology, Shanto-Mariam University of Creative Technology,
Dhaka, Bangladesh

Abstract: Presently sustainability of fashion in the worldwide is the major considerable issue. The much talked
concern is for the favor of fashion’s sustainability around the world. Many organizations and fashion conscious
personalities have come forward to uphold the further extension of the campaign of good environment for
tomorrows. On the other hand, fashion for the morality or ethical issues is one of the key concepts for the
humanity and sustainability point of view. Main objectives of this study to justify the sustainability concern of
fashion companies and their policy. In this paper concerned brands are focused on the basis of their present
activities related fashion from the manufacturing to the marketing process. Most of the cases celebrities are in
the forwarded stages for the upheld of the fashion sustainability. For the conservation of the environment,
sustainability of the fashion is the utmost need in the present fastest growing world. Nowadays, fashion is
considered the vital issue for the ecological aspect with morality concern. The research is based on the
rigorously study with the reading materials. The data have been gathered from various sources, mainly
academic literature, research article, conference article, PhD thesis, under graduate & post graduate
dissertation and a qualitative research method approach has been adopted for this research. For the
convenience of the reader and future researchers, Analysis and Findings have done in the same time.
Keywords: Sustainability, Aesthetics, Appearance, Uniqueness, Acquisition, Vintage, Dress, Fashion industry,
Textile industry, Supply chain management, Five‐R analysis, Green supply chain, Sustainable, Case analysis,
Sustainable clothing, Clothing retailers, Consumer behavior, Ethical consumerism, Fair trade, Choice editing,
Focus groups, Qualitative research, Retail trade, Corporate social responsibility, Ethics, Fashion industry,
Buying behavior, Customer satisfaction, Germany, United Kingdom, Supply chain, Sustainable fashion, Fashion
operations, Slow fashion, Consumption, Fast fashion, Apparel, Environmental impacts, Life-cycle assessment,
Stakeholder analysis, Ethical Consumer, Environmental Consciousness, Clothing, Waste.

I. Introduction
Now in Bangladesh fashion is a topic for much discussion as like whole over the world. Consciousness
have there been grown up for the day to day use of clothing and fashion as well. From 1987 the much talked
issues about fashion is eco fashion or sustainable fashion as a term in the fashion world. It is a part of growing
design philosophy and trend of sustainability that environmentally friendly with social responsibility.
Sustainable fashion is the part of larger trend of sustainable design where a product is created or produced with
the consideration of environment and social (even moral) impact throughout the total life span including its
„carbon footprint‟. According to the fashion magazine, Vogue (May, 2007); sustainable fashion is not merely a
short term trend but one which could last many seasons. Here environmentalism used to manifest itself in the
fashion world by a donation of percentage of sales of a product to a charitable cause. Fashion designers are eco-
conscious and re-introducing environment friendly methods through using eco-friendly material and socially
accountable production process. Designers say that they are making effort in incorporate sustainable practices
into modern clothing rather than dusty, hippy clothing. But, sustainable fashion is typically more expensive than
clothing made by conventional methods. Several like Bono and Stella McCartney have recently drawn attention
to the socially conscious and eco-friendly fashion; Edun show is showcasing sustainable fashion in songs about
war, climate change and use of gasoline. Since 2005, Portland Fashion Week has been featuring sustainable
designers‟ works in apparel. An increasing number of Hollywood celebrities have been associated with

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 Sustainable And Ethical Fashion: The Environmental And Morality Issues

sustainable Fashion like Natalie Portman, Cameron Diaz, Alicia Silverstone, Jennifer Aniston, Selma Hayek,
Jade and Jess.

II. Literature Review

In the year 2011, Kathryn Reiley and Marilyn DeLong showed that sustainability in fashion is going to
require a radical change in the practices of all together: designers, manufacturers, marketers, and consumers. But
customers especially need an apparition for sustainable fashion practice. However, in their research they wanted
to examine fashion practices related to a consumer's craving for a unique exterior and sources of clothing
attainment. For the study they have taken as sample from female university students and the number was
Ninety-seven of a Midwestern university in the USA and has completed the Desire for Unique Consumer
Products (DUCP) Scale developed by Lynn and Harris. The result of the research is if we inspired, such
individuals could become a guilt-free model for sustainable practices in the future. (DeLong, 2011)
In the article, „A Study of a Social Content Model for Sustainable Development in the Fast Fashion
Industry‟, the authors said, due to the increase of clothing demand and for lowering trend rotation the, middle-
class customers generally prefer clothes that are cheap and fashionable. The split of global SPA (Specialty store
retailer of Private label Apparel) brands in the world fashion market is progressively increasing. On the other
hand, SPA clothes highlight trends, ensuing in disposal after a season regardless of the quality. Nowadays, the
growth of fashion waste raises serious environmental apprehension. Their findings are firstly, five sub-themes,
including fair-trade storytelling, independent designers, an eco-friendly identity, understanding differences in
reform and redesign. And changes in consumer perception are investigated through in-depth interviews.
Secondly, based on a customer study about the intent to contribute in different programs, such as 1:1 funding,
ecological design sourcing, a improvement style contest, redesign consulting, and an eco-fashion gallery, eco-
friendly design sourcing programs have the highest intent to participate of all the studied sustainable social
programs. (Junghyun Jang, 2012)
Angela L. Finn, in her Research Dissertation (2008), showed that New Zealand has a sole chance to
reconstruct this connection between designer and maker to create characteristic design and a sustainable fashion
industry. The truthfulness of the design of a fashion garment gives it worth, makes it more attractive, and
distinguishes it from the everyday of conventional fashion that has been manufactured off shore (Finn, 2008).
In 2012, Holly Pui‐Yan Ho and Tsan‐Ming Choi are explaining why fashion companies would „go
green‟ and to evaluate business models and sustainable supply chains. By using the Five‐R framework, the
authors further evaluate the initiation, implementation and institutionalization journey of a local fashion
company and generate important insights and findings. In their result, they showed evident that fashion
companies can seize competitive advantage through strategic management of environmental challenges. In their
greening initiatives, fashion companies should strongly consider the product development process and extend
stewardship across the multiple life‐cycles of products. (Choi, 2012)
In the study, Maarit Aakko and Ritva Koskennurmi-Sivonen in their article titled, ‘Designing
Sustainable Fashion: Possibilities and Challenges‟, show a theoretical model, which illustrates together the
elements of sustainability and fashion design. The aim of the model is to serve fashion designers, who wish to
take sustainability into consideration. The analysis and the model answer the question of which principles and
practices should be considered in sustainable fashion design.(Koskennurmi-Sivonen, 2013)
The research in 2005, „Philosophy and ethical consumption‟, authors initiated some basic philosophical
approaches that are practical in understanding and evaluating ethical consumption issues and ethical consumer
behavior. They have argued that such formalistic philosophical positions can be too demanding and abstract for
application in everyday consumption. Acceptability would presuppose the individuals‟ capacity to make
demanding and overly disinterested calculations about what action would produce the most desired aggregate
outcomes. Deontology attracts the consumer into a set of universal obligations whose development he or she
need not be party to. These approaches are also too demanding in the sense that they imply severe accounts of
that is required to act decently. Being forced to act within dictates or calculations also implies that something
important about one‟s own moral motivations would be lost. (Clive Barnett, 2005)
In the research paper, „The sustainable clothing market: an evaluation of potential strategies for UK
retailers‟, authors looked into consumers' perspectives on sustainable clothing consumption and to examine
ways in which this information could pressure retailers' policies. In this research they used Qualitative research
method using focus groups, home tasks and workshops with 99 members. The result of this research is vendor
can develop and implement more sustainable policies and practices in relation to clothing production and
consumption. There is wider inference for society and the environment in that retailer‟s practices can crash
greatly on the sustainability of the planet's resources. (Helen Goworek, 2012)
In the year 2006, Catrin Joergens have conducted a study on „Ethical fashion‟. In this research he wants
to a better understanding of ethical fashion consumption. Even though consumers demand more ethical
responsibility from companies, it is debatable if consumers would sacrifice their own personal needs to support

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 Sustainable And Ethical Fashion: The Environmental And Morality Issues

morally produced clothing. The findings from his research demonstrate little evidence that ethical issues have
any effect on consumers' fashion purchase behavior. This research paper gives insight into ethical fashion
purchasing behavior among UK and German consumers and provides information to improve the potential of
ethical fashion. (Joergens, 2006)
In the article, „Sustainable Fashion Supply Chain: Lessons from H&M‟, Bin Shen shows the structure
of sustainable fashion supply chain including eco-material preparation, sustainable manufacturing, green
distribution, green retailing, and ethical consumers based on the extant literature. In this study the case of the
Swedish fast fashion company, H&M, which has constructed its sustainable supply chain in developing eco-
materials, provides safety training, monitoring sustainable manufacturing, reducing carbon emission in
distribution, and promoting eco-fashion. Moreover, based on the secondary data and analysis, the researcher
learns the lessons of H&M‟s sustainable fashion supply chain from the country viewpoint: I. The H&M‟s
sourcing managers want to select suppliers in the countries with lower degrees of human well beings; II. The
H&M‟s supply chain manager may set a higher level of inventory in a country with a higher human wellbeing;
and III. The H&M CEO may consider the degrees of human wellbeing and economic wellbeing, instead of
environmental welfare when initiation the online shopping channel in a particular country. (Shen, 2014)
In the year 2010, Eleonor Johansson said that the fashion industry is today a global industry and has a
huge effect on our environment as well as on people. It is dominated by fast fashion and just‐in-time production
that has lead to increased seasons and mini‐collections in season, which generate new low price items in store
every week and even every day. This in turn has lead to an escalation in fashion trends that spurs our desires for
new experiences and leads to overconsumption where consumers buy more than they need, which in the end
results in fashion waste. However, the supply chain, the industry has problems with worker exploitation, such as
low wages, unpaid overtime as well as toxic chemical use and environmental pollution."In his thesis, he made
the study on the concept of slow fashion to see if this could be the answer for a sustainable fashion industry.
Nowadays, there is no direct explanation of what the concept of slow fashion is or how a slow fashion company
runs its business. This study objective was to research and study on what the concept for slow fashion entails,
for sustainable fashion (Johansson, 2010)
In their article, Anika Kozlowski, Michal Bardecki and Cory Searcy offer a conceptual and analytical
framework by conflating life-cycle and stakeholder analyses to develop responses for the fashion industry. They
exemplify that identification of stakeholders and their interests, responsibilities and accountability that can
provide a basis for the development and implementation of appropriate policies and programmes to respond to
environmental and social concerns within the circumstance of corporate social responsibility (CSR of the
Company). (Anika Kozlowski, 2012)
In the AUTEX 2011 Conference, 8th – 10th June, 2011, Mulhouse, France, titled „150 Years of
Innovation and Research in Textile Science‟, C. Morais, C. Carvalho, C. Broega found that there is a strong
involvement of individuals in fashion, when the environmental concern has been evolving and the strong need
for action in the field of clothing sustainability, especially through the services of Designing or Redesigning,
where the collection of textile waste should be incorporated into all stages of product life cycle to better
maximize reuse and recycling. (C. Morais, 2011)
In the research paper, „Discursive Confusion over Sustainable Consumption: A Discursive Perspective
on the Perplexity of Marketplace Knowledge‟, the aim has been to conceptually elaborate and practically
exemplify the nature and insinuation of the diversified polyphony and the bewilderment of information and
knowledge that consumers face when striving for ecologically sustainable lifestyles and consumption practices.
This study proposes that the discursive (not succinct) confusion that arises from these struggles over suitable
approaches to continuous development that sustainable consumption may significantly limit and constrain
consumers‟ possibilities to engage in more sustainable consumption practices. The analysis also illustrates how
in the midst of these discursive struggles consumers simultaneously mobilize alternative strategies for
sustainable consumption, in their search for more positive self-identities as “responsible consumers.”
(Moisander, 2012)
In Paris (2011), Angela L Finn presented an article titled „Luxury Fashion: Innovation as a key role for
contributing the factor in the progress of luxury fashion goods and sustainable fashion design‟. In the paper the
researcher wrote that contemporary fashion researchers interested in exploring ways in which to realize a more
continuous developed fashion industry are faced with a major problem – consumer behavior. He has notified,
the „un-sustainability‟ of these practices is now considered to be common knowledge in the field of fashion
design and in the wider academic community. This paper discovers the theory that essential characteristics of
luxury goods contribute to a link between the maker and the user of a product and directly contribute to the
when and how of its disposal. In this research paper, a different connection has been made between luxury,
craftsmanship and innovation. The connection between maker and consumer is evidenced in the signifiers that
remain as a result of the production of the garment: in this case the evidence of hand sewing emphasizes the
human maker as opposed to the mechanization of mass production methods. These indicators are also involved

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 Sustainable And Ethical Fashion: The Environmental And Morality Issues

in making judgments about the quality of a garment. That highlights for Sustainability which has been for
companies to continue to make a profit, considering the environment and the people. In governance this means
that business have bearded a large part of the responsibility for ensuring they have policies that hearten
sustainable practices. If anybody replaces the ideas of profit with those of prosperity, it could follow that
consumers might be inclined taking more active, participatory role. However, luxury branded goods, whether
high quality or perceived to be high quality, are considered to be more valuable than goods purchased in the
mainstream market. A move away from large scale manufacturing to a more traditional workshop environment
may result in fashion garments having more imperfections when the result from being „handmade‟ and in turn
have more perceived value with the consumers who buy them. In case of the existing „luxury goods tax‟ in
Australia perhaps we can consider a „non-luxury goods tax‟ be introduced for goods that are of a lesser quality
in terms of manufacture, materials or design. A qualitative multi-method approach has been adopted for this
research. A literature and related review of works relating to iconic fashion design associated with luxury
brands, in conjunction with the analysis of individual luxury fashion objects (object analysis) have been used to
explore an untried method of identifying key factors that settle on luxury in designer fashion. (Finn A. L., 2011)

III. Environmental concern and Ethical issues

Many growing factors are considered which are distinguished ethical from traditional fashion including
use of sweatshop-free labor, energy-efficient processes, alternative energy and low impact dyes in
manufacturing. Nevertheless, fashion consumers nowadays are trying to choose an ethical wardrobe to pick up
eco-friendly garment or fabrics. There are three criteria for selecting eco-friendly fabrics as
i. The use of fewer toxic chemicals,
ii. The use of less land and water,
iii. The reduction of green house gases.
In fact, some of the fabrics may perform better than others based on the above criteria. It may in more
cases, one fabric is more preferable according to one of the criteria but less preferable according to another,
making for complicating choice in fabric qualities, cost, labor conditions or carbon footprint of product
transportation. Now, many cotton firms or industries have a vibrant campaign promoting their products as
sustainable pointing that due to new technologies and farming methods. The industry has greatly reduced its use
of energy, water and toxic chemicals. But very few farming has the significant success of reducing soil erosion,
improved irrigation methods to reduce water use, improve methods of pest management, have reduced
pesticides and most significantly , the use genetically modified(GMO) cotton has reduced the use of land and
toxic chemicals. A general statistics, growing enough cotton to make a single cotton T-shirt a third of a pound of
toxic chemical (including pesticides, fertilizer and defoliation chemicals). Still this change, conventional method
of cotton cultivation is not eco-friendly worldwide. From the comprehensive study in 2006, by Kooistra,
Termorshuizen and Pyban of Wageningen University, cotton is globally growing in only 2.4% of land but uses
11% chemicals and pesticides of the world!
In May 2006, According to report the US Department of Agriculture use of pesticides and insecticides
for the major US crops was for(for the year2005) corn crops 2.124/acre, for all oats, 0.166 pounds/acre, for all
soyabeans,1.23 pounds/acre and for upland cotton 4.486 pounds/acre. Moreover, Aldicarb, Parathion and
Methamidophos are the three most hazardous insecticides for the human body are using commonly in cotton
cultivation. Biologically produced cotton with low –impact dye is good for the environment friendly of clothing.

IV. Recycled Fibers and sustainability

Recycled fibers are made from scraps of fabrics collected from clothing factories that are processed
back into short fibers for spinning into a new yarn. Sometime virgin yarns are blend to strengthen of the new
fabrics made of recycled yarn. Designers say that they are trying to incorporate this sustainable practice in the
modern clothing. In Europe renowned trademarks are Re-Bello from Italy, Armedangles from Cologne,
Germany, Ajna-Organic fashion from Germany.

V. Analysis and Findings

The famous Brands which are involved for the ethical product designed, production and marketing are -
Fat Face, Minna, Mirabelle, Monsoon, New Balance, Osborn Shoes, Pachacuti, People Tree, Polly Wales, Sea
salt, Stella McCartney, H&M, Patagonia, Made, Edun, Beaumont Organic, ASOS Africa, Beyond Skin, Matt &
Nut, Chinti & Parker, Huit Minha makes wedding dresses which describes it as „Eco Luxe‟ Brand. The veils and
the bride made dresses are made from sustainable, organic and locally produced textile, by which one can dress
whole, the party without feeling at fault.
Mirabelle makes hand made products for her highness Kate Middleton which were fair trade Jeweler
and dresses in the collection. She has worn the dresses in a British royal party recently. This is somehow for the
inspiration and campaign which was welcomed by the press media and the, environmentalists, critics, etc.

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 Sustainable And Ethical Fashion: The Environmental And Morality Issues

Monsoon is committed to ethical compliance and checks the Code of Conduct regularly to set out the
minimum requirements on working conditions, for pay and employees‟ other rights.
„Osborn shoes‟ is a Brooklyn based Brand. Aaron and Carla Osborn, the design-duo use Latin
American sources of fabrics and materials from special store as well as working collaboratively for making
handmade shoes.
Pachacuti means „world upside down‟ which works in the Andean region to improve the livelihoods of
those areas to help and preserve the rich cultural heritage of Latin America.
For producing sustainable fashion goods, People Tree is famous in the developing countries. It works
with the artisans and the farmers to produce look good and feel good clothing.
Polly Wales is famous for creating flawed jewelers. It products are unique by using vintage and rough
jewels. It works for revive or reuse the fashion items to save the environment.
Sea salt makes cloth locally in the South West, Guernsey and across the UK with used garments and
jewelers.
Stella McCartney is set by a lifelong vegetarian Stella who doesn‟t use any leather of fur in her design.
She makes the campaign to save the wild life and environment. She prefers ethical fashion for the ecological
balance.
Mainly H& M works for the High Street sustainable fashion and for the exclusive collection made out
of hemp, organic linen and organic leather. It makes the campaign to save the nature to save the world. It has
own water management policy and recycle plan. It sells about 550 millions products every year around the
world. It has entered in the WWF (World Wild life Fund). It is the first of its kind in the fashion industry. It uses
organic cotton and hundred percent renewable resources in fashion. Its goal is to minimize the wastages and run
the business economically, socially and environmentally sustainable.
Made mainly works with artisans and jewelers, and it has collaboration with Lois Vuitton, Tommy
Hilfiger, Edun, ASOS, Topshop and many more. It teaches local new skills and provides long term employment
and environmentally sound materials.
Beaumont Organic makes sure that no harmful material is used in the production process of fabric or
garment or even in its raw materials collection. Beaumont Organic foundation pledges to donate one percent of
its profit to the Niusawa School in Taveni, Fiji where Hanna, Its founder taught in 2002.
Beyond Skin is dedicated to lowering its carbon foot print through sourcing fabrics locally in its
factories in Spain. It produces high quality faux leather shoes in a range of variety.
Matt & Nat uses hundred percent of vegan and sustainable materials. It creates most of the stylish and
ethical accessories known to man. Many people are fan of the brand nowadays.
Chitni & Parker works for „buy better‟ philosophy. It produces it clothing in carefully selected factories
which actively compensate their carbon emission through the Carbon Neutral Company guidelines.

VI. Conclusion
This is the time for the rapid change of Fashion in the global environment. There is a competition
among all Fashion related people, celebrities, the brands; those are working with the fashion related
organizations. The term „Sustainability‟ is not merely for the consideration for fashion but also its continuation
and further development of the new concept amongst all the people for the sustainability of the environment to
check global warming, ecological balance, reduce natural calamities, conservation of vegetation, conservation of
wildlife, etc. Most of the world famous brands have discussed here are famous for the sustainability of fashion
by its environmental and ecological conservation policy. Fashion concern consumers are searching sweat free
labor, energy efficient process in the fashion in a sustainable, ethical ground whereas, all the brands are very
much conscious for the same in the western world. For the recycle of fashion items, using less water and land,
less emission of toxic materials to the environment, minimum use of gases that produce green house gases are
policy of the sustainability in the fashion arena. On the other hand, for ethical aspect, fashion brands are very
much conscious about the compliance issues of the labor law, against child labor and for the congenial
environment of work for the workers.

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