Sustainability is less of a destination and more of a journey, and the textile-fashion industry should calibrate its efforts to becoming sustainable as opposed to claiming “we are sustainable.”
True sustainability is virtually impossible in any commercialised marketplace since everything that is made and sold requires raw materials, energy to produce and distribute, and end-of-life considerations, so blanket “sustainability” claims can come across as greenwashing.
Sustainability, supply chain transparency, brand responsibility, DPP or digital product passport, natural materials and more such terms in increasingly greater focus were much bandied around in panel discussions, fireside talks and in huddles and groups all over the Functional Fabric Fair at New York. Powered by Performance Days, FFF, a trade-exclusive event held last week, showcased the latest trends in fabric development for the functional textile industry and provided an opportune marketplace in the United States for the sourcing of high-performance functional fabrics and accessories.
Matthew Betcher, Creative Director with Allied Feather + Down said, “We should be honest with ourselves on how we communicate our sustainability credentials to avoid greenwashing.”
Brands should allow their certifications to communicate sustainability, remarked Lori Oscher, the Group Chief Design Officer at the Active Apparel Group.
The informative Expert Talks programme featured 10+ sessions led by industry experts and thought leaders, addressing seasonal trends in colours and materials, technical aspects of performance wear fabrics, sustainability and business development. Sessions also explored ethical sourcing, environmental impact, regulations and future industry forecasts, providing valuable knowledge and actionable insights for professionals aiming to stay ahead in the apparel and functional fabric industries.
According to show staff, this summer’s event eclipsed previous attendance records for the NYC event, with an increase in attendance of 18%. Notable attendees included CEOs, designers, sourcing and material managers, and product development executives from Calvin Klein, Hoka, LL Bean, Peter Millar, Under Armour, Vineyard Vines and more.
A panel discussion that I moderated on ‘Natural Materials: The Path to Brand Responsibility’ with panelists that included Matthew Betcher, Monica Ebert, Business Development and Sustainability Manager with The Woolmark Company, Chad Kelly, President of eVent Fabrics, and Sharon Pérez, Senior Business Development Manager with Lenzing Fibers shared their thoughts on how natural materials can be a part of any brand’s sustainability efforts. Interestingly enough, one of the bigger points to come out of this panel was that sustainability is less of a destination and more of a journey.
The idea of sustainability being a journey was echoed at other moments during the show.
With DPP being such a big topic at the show, the DPP/Digital Product Passports for Beginners, hosted by Kristoffer Schroeder, CTO with the Rudholm Group, made it clear that while there will be challenges to complying with DPP regulations, there are groups out there ready to help. And the opportunities that DPPs present extend well beyond supply chain transparency, and can provide a compelling marketing avenue for savvy brands.