Vegan is the new Green
More than the choice not to consume meat or any other food of animal origin, veganism, according to the Vegan Society, is the principle of emancipation of animals from the exploitation of men. So this is a lifestyle based on compassion.
Thinking more broadly, this is, then, a political choice that encompasses all parts of the life and shopping of those who embrace it. And this is where vegan fashion comes in, a trend that is far from momentary.
Read on to find out how sustainability and ethical consumption can transform the textile industry.
Vegan fashion: a trend that promises not to be fleeting
A few months ago, the painful and necessary video, “Save Ralph”, that told the story of a rabbit who was tested by one brand, sparked several debates about animal testing and cruelty-free cosmetics. With the aim of promoting a campaign against the use of animals as guinea pigs in the beauty industry, the film created by Humane Society International became a trend and aroused the curiosity of people who started to question brands and learn a little more about the subject.
But this is far from being a novelty generated only by the video. Another example of how this transformation and concern tends to grow in the coming times is the fact that searches related to veganism had an increase of almost 50% in Google searches in the year 2020.
And what does this have to do with the clothing industry? The answer is: absolutely everything! And it is essential that brands and clothing companies are prepared for this fashion and lifestyle trend.
Vegan fashion principles
For this, it is important to know the principles that govern sustainable, ethical and vegan fashion, since the search for a more correct industry also impacts the way of thinking and consuming clothes.
Therefore, among the concepts of vegan fashion are: not having any animal products (among them, leather, wool, pearls, feathers, fish glue, buttons made of bones and the like), not exploring animals and human beings during the manufacturing process, the valorization of local production and the practice of ways of recycling clothes, changes in the consumption pattern and the search for a sustainable production, concerned with the impacts generated in nature.
All this because, as we have already mentioned, this is a fashion trend that aims at a lifestyle based on compassion and justice.
The impacts of this type of transformation are similar to those of sustainable fashion: consumers who start to observe what brands have to offer in addition to products and companies start to aim at reducing the social and environmental impacts caused by the market niche they lead.
How the fashion industry has adapted to this niche
Changes in the fashion market do not happen overnight, and the global industry, despite moving at a slow pace, has become increasingly aware of the importance of thinking about production without exploitation.
And, with these changes in manufacturing and consumption, there is no doubt that sustainable values will be a differential for the survival of brands. In this way, veganism, artisanal confection, circular economy and social responsibility will be fundamental pieces for the differentiation and success of collections in the not too distant future.
With that in mind, it is important that clothing companies are concerned with certification. For starters, it is necessary to look for seals of guarantee of the origin of materials and manufacture of vegan parts by PETA (People for the Ethical Treatment of Animals), an international NGO for the protection of animals.
Of the certifications available, we highlight the PETA vegan approved vegan, for parts that are free from animal products.