Hello, my name is Harriett. I am a tea-drinking, knicker-making MA student from Gloucester. I graduated from De Montfort University, Leicester with a degree in Contour Fashion (hence the knicker-making) in the summer of 2016. I now commute on a daily basis from my home town to Leicester where I am in the middle of my Fashion Management and Marketing MA.
Gloucestershire is a beautiful, rural countryside county situated near the Cotswolds, it is of great concern to me that one day the British countryside may not be as charming as it currently is due to pollution and environmental damage. While Gloucester doesn’t make the top 10 Greenest UK cities, Bristol, the neighbouring city ranks at third place (The Guardian, 2017). It would be important for Gloucestershire to put themselves on this map for being environmentally friendly, so a start has been made for a green motorway and eco-friendly farms that use only 10% of the energy that a normal house uses (Tyzack, 2009).
The fashion industry is the second biggest polluter in the country, with oil being the leader (Ecowatch, 2015). The overarching journey of creating a garment, from growing the raw materials to getting the garment into stores is causing the fashion industry this infamous status (Sweeny, 2015). Not only is fashion causing pollution to the environment there are other negative factors of the fashion industry that are not sustainable. These problems include; climate change, greenhouse gas emissions, disposable clothing and exploiting workers just to name a few. We, as consumers, are encouraged to shop with an eco-friendly mindset, however, it appears that the ideology of sustainability lies in the hands of the manufacturing process, as this blog unfolds it will be interesting to delve deeper into the sustainability of the fashion industry and discover if consumers can control ethics within the fashion industry.
As you’ve probably gathered my heart lies with the lingerie industry and it is important to me that underwear can be created to comply with these rules too. While ethical fashion practices such as buying second hand and fixing broken garments may be ok for outerwear there are more hills to climb when trying to keep your underwear draw guiltless (Moral Fibres, 2013). Mintel (2016) suggested that women buy to replace underwear as it is more difficult to repair so buying new is the only (sanitary) option. However, there are some very successful brands who are utilising recycled materials and moral manufacturing bases to ensure the intimate apparel industry stays as ethical as possible. Ruby Moon is an ethical swim wear brand that uses Econyl, a fibre derived from recycled fishing nets. Cora Harrington, the owner of Ruby Moon, has created a non profit brand who believes that “how we spend our money is the most effective way we can affect positive change”. It will be interesting to dissect ethical practices within the lingerie industry using different brands as case studies and evaluating how successful their CSR is.
I hope you feel like you know me, my views and interests a little bit better and look forward to reading my following blog posts. I’m delighted to be writing about these topics and eager to hear any of your opinions and feedback.
xoxo Harriett Cheal
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