China's environmental protection to increase supervision of shoe-making enterprises
The development of social culture and economy has caused customers to consume a lot of ideas and their consumption power has continued to improve. With its low price and trend style, fast fashion apparel has risen in the apparel industry and gradually changed people's perceptions about clothing. The durability of clothing is no longer the pursuit of people, and the service life of clothing is greatly shortened.
However, for many reasons, old clothes are faced with the difficulty of recovering from difficulties. Faced with the test of environmental protection, clothing brands have their own unique ideas, transforming old things, using degradable biological materials, signing environmental agreements, improving original skills, and so on. From brand marketing to designer creativity, environmental protection has gradually become a hot trend in the apparel industry, and it has been praised in 2018. The brand's response to environmental protection is really due to the need to protect the environment or the fashion of the waste, which is worthy of our taste.
First, fast fashion brand
In early 2018, in response to the call for the Danish non-profit arrangement Global Fashion Agenda, to support the fashion industry cycle, a total of 64 fashion companies such as H&M developed a detailed environmental policy, with a view to improving the sustainability of product production in the next two years. H&M's environmental policy is that by 2020, all of its cotton products will continue to be used. By 2030, 100% use of recycled or other materials that can continue to be used will be achieved. Currently, this share is 35%.
On April 18, 2018, H&M held a series of H&M environmental conscious action limited series exhibitions in Shanghai, using linen, continuable cotton, silk, TencelTM and recycled polyester fiber to continue the data, and also introduced a fishing net and 100% recycled nylon fiber ECYYL® made from other nylon scrap.
In order to express his determination to support the cycling of the fashion industry, in mid-May 2018, H&M joined the Make Fashion Circular program initiated by the Ellen MacArthur Foundation. The program aims to reduce the squalor of the global fashion industry by recovering the original materials and products, and H&M has started the old clothes recovery program in stores around the world since 2013.
Gap joined the Make Fashion Circular program in May 2018. In September 2018, Gap launched the new autumn collection with the theme of "GOOD CREATES GOOD invention, praise". The highlight of the new season is the Soft Wear Denim tannin series, which uses Washwell's intelligent washing skills. It is reported that this skill is Gap's unique environmentally-friendly washing skill, and has saved 7 million liters of water since it was put into use for two years.
In 2015, Adidas became a global partner of Parley for the Oceans. In the same year, it launched an environmentally-friendly concept shoe that was completely based on marine plastic waste and named it “adidas x Parley”. According to the data, in 2017, Adidas sold more than 1 million pairs of sports shoes made of marine plastic waste. In 2018, the policy was 5 million pairs, and in 2019 it was 11 million pairs.
Adidas CMO Eric Liedtke said that the program will replace all the plastics used in the manufacture of shoes and apparel with recycled polyester by 2024. According to Adidas's plan, the use of recycled polyester in the spring and summer 2019 apparel collection will reach 41%.
In the past four years, Nike has been recognized as the company that uses the most recoverable polyester materials in the industry. In FY2017, 75% of Nike footwear and apparel products use recoverable data.
In September 2017, Nike developed a new type of recycled leather material Flyleather, which is made of at least 50% recycled natural leather fiber and water, which saves 90% of water consumption and 80% of carbon emissions throughout the production process. Nike Grind is an environmentally-friendly material that uses recycled materials from raw materials and product tinting. Currently, 71% of Nike footwear and apparel products use this information.
In addition to developing regenerative data, Nike has also introduced Flyknit's programming skills in environmental protection. This skill is more common in cutting and less waste is generated. Together with all the uppers of this skill series, it is made of retrievable polyester yarn. In May 2018, Nike also signed the fashionable environmental protection proposal Make Fashion Circular. In December 2018, Nike entered into a strategic cooperation agreement with the Danish non-profit arrangement Global Fashion Agenda.
In May 2018, Danish Fashion Group's parent company, Heartland, announced that it had established a joint venture with its investment company BRIGHTFOLK and Danish biotechnology company Pond to enhance Pond's research capabilities in bio-based textiles. In July 2018, the Zhizhi Group, which has more than 20 fashion brands including Jack & Jones, ONLY and Vero Moda, announced that it will launch a new brand Selected People for mid-end shopping malls based on its existing product portfolio.
This new brand is the hottest trend in the fashion industry, and it has continued to expand. It has made some changes in the material procurement process. The action on environmental protection shows that Qizhi and its parent company have begun to test the concept of environmental protection into the brand culture of the group, waiting for the future of the brand to be fashionable with the gimmick.
In June 2018, Jiangnan Cloth announced the launch of a new trendy environmental brand REVERB in China to complement the Group's multi-brand expansion strategy and diversify its horizontal expansion through brand and category combinations. It is reported that REVERB is based on the brand philosophy of Circular fashion. The brand style is mainly sports, gender-free and can continue to be fashionable.
Compared with the new skills and new materials of other brands, the environmental protection advocated by Jiangnan Cloth is more like the demand of multi-brand matrix, and it is also inquiring about the mall. Of course, faced with the diverse needs of customers of different ages, genders, and work, the development of multi-brands is also a good strategy.