The topic of sustainability in apparel, footwear and textiles in general is a hot one. More is being discussed, conferences are booming, standards and certifications are proliferating, innovations are occurring, books are multiplying, and corporate sustainability reports are winning awards for their prose, never mind their content... Yet, consumers are consuming like never before. And although the apparel and footwear market contributed $361 Billion to the U.S. economy in 2013-more than most any other industry-the average American family spends less and less of its disposable income on apparel and footwear. It is down to about 3% of total income from 12% in 1950, 20% in 1901. Meanwhile, oil is cheap again so synthetic feed stocks and inputs are proliferating. We are seeing a resurgence of the chemical industry in North America, to the tune $100 billion in USA alone. Further, the emergence of the middle class in other regions of the world is accelerating consumption at staggering rates. Recycling is up, but so isn't trash. Meanwhile, consumers and citizens, globally, are growing in their awareness of the adverse effect the textile industry has on the planet. They believe that companies, namely brands and retailers, must be accountable. But what role does the consumer play? What about the rest of the supply chain? How does consumer demand influence dirty chemistry and manufacturing practices in many places across the planet? The industry and value chain has evolved over centuries with reward structures ebbing and flowing to meet market demands. The truth is that regarding sustainability, we collectively are still very immature in our ability to comprehensively understand and measure our impact, never mind appropriately reward it.
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