New innovations could help introduce alternatives to fast fashion. A caveat is that these items tend to be more expensive than run-of-the-mill fast fashion items. In order to combat the stigma associated with high prices, I propose that coveted high-end brands could potentially collaborate with environmental organisations to use new, sustainable technology. High-end brands have a revenue large enough to absorb the overhead costs while still maintaining competitive pricing. These brands could be the industry leaders in the eco-fashion revolution. These collaborations would be the best of both worlds as the apparel would have the prestige of brand names and the eco-friendly properties that make them sustainable. When eco-fashion catches on, other fashion brands would be forced to adapt and turn to these newer innovations to provide eco-friendly apparel.
For example, popular sportswear brand Adidas has partnered with Parley to produce eco-friendly sneakers that look good and are priced competitively. Parley is a platform that aims to reduce plastic waste that gets disposed into the oceans. The Adidas x Parley collaboration aims to end plastic pollution by using upcycled plastic waste collected from beaches to produce fashionable sneakers.
Another example would be the collaboration between Adidas and high-end fashion designer Stella McCartney. Stella McCartney brought eco-fashion into the atheleisure market with her collaborative line Adidas by Stella McCartney. For this line, she managed to develop outerwear and sneakers made from 100% recycled polyester, a groundbreaking development for both brands.
We could even move backwards in order to move forward. Some people are turning to traditional textile productions to revolt against the fast fashion machine. One example is the Khadi UK Initiative. The Khadi UK Initiative was formed by ethical activists and business owners to promote the traditional fabric. Khadi is a hand-woven cotton combined with silk and wool that involves a sustainable production cycle. In the production cycle of Khadi, every part of the supply chain is appreciated and respected. Even Mahatma Gandhi believed it to be a means of self-reliance in India. The Khadi UK Initiative believes that khadi could form the basis of a sustainable fashion society. One current major producer of Khadi in the UK is Moral Fibre.