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  • Planet Pillar

    Planet is one of four essential pillars in the fashion industry, alongside purpose, people, and profit. It highlights companies’ commitment to reducing their negative environmental impacts and aligns with the principles of sustainability. 

    Sustainability is a word that has been circulating the fashion industry since the 1960s, however many perceptions have been manipulated by marketing strategies. King (2013) has even gone as far as to say the word “has become so corrupted as to not only be meaningless but to actually obscure the real issues”. The Brundtland Report (1987) defines sustainability as meeting the needs of the present without compromising the abilities of future generations. Essentially, in the fashion industry, a product must be made whilst respecting the environment and the welfare of animals and humans. But unfortunately, multiple workers still endure unsafe conditions. Italian tanneries are an example of this, where 18000 to 23000 workers are employed annually and forced to work in dangerous conditions with 13-hour-long days. Often leading to muscular and skeletal disorders. On top of this, an estimated 20% of workers in the tanneries experience accidents due to faulty machinery and insufficient training. To combat the issue, Sustainable Development Goal (SDG) 8 focuses on decent work and economic growth. The goal is one of 17, proposed by the United Nations, that aspire to reach a more sustainable future by 2030. The approach consists of ending poverty, protecting the planet, and ensuring that all people enjoy peace.
     

    (The United Nations, 2015)

    Clothing production has almost doubled in the last two decades, mainly due to the “fast fashion” phenomenon. Driven by trend-based consumption, fast fashion is the demand for “disposable” clothing at low costs. Frequently resulting in the disposal of garments after just seven or eight wears (Remy et al. 2016). However, extending the life of clothes by nine months can reduce carbon, water and waste footprints by twenty to thirty percent, which explains why companies are urged to focus on “closing the loop”.  Also known as a circular economy, “closing the loop” is based on the concepts of eliminating waste, keeping products and materials in circulation, and the regenerative nature. Early Majority is a brand that values these concepts and believes its paid-for, membership-driven community will reduce its environmental impacts. All Early Majority garments come with a lifetime guarantee and free repairs. If a customer no longer wants their products, they are encouraged to return the item to be cleaned, repaired, refurbished, and then resold. Therefore reducing its carbon emissions by a potential 30% (The Ellen MacArthur Foundation, 2017).

    (Vogue Business, 2022)

    We can see that companies are taking action towards a more sustainable future, starting with tracing their environmental footprint, which could take years. Carriere-Pradal argues that the “cost of having to catch up could be too big for some businesses”. So, what does the future hold?

    References

  • Alo Yoga

    Based in Los Angeles, Alo Yoga is a premium lifestyle brand founded in 2007 by childhood friends Danny Harris and Marco DeGeorge. With goals of spreading mindful movement, inspiring wellness and creating a community, Alo, an acronym for “Air, Land, and Ocean”, operates over 150 stores globally. Claiming to make the most technologically advanced yoga clothing in the world, the brand’s extensive range includes the iconic motto leggings and ‘must have’ sunny strappy bra, in addition to accessories and skincare. Founders of Alo describe clothing as the ‘fuel’ for their movement, and the perfect way for customers to experience this is by participating in the online fitness classes that Alo offers. Whilst other sportswear brands prioritise performance, Alo emphasises ‘studio-to-street’ athleisure designs, made for both workouts and everyday life. 

     
    Very recently, I discovered the brand when the ‘Luxury Is Wellness’ campaign featuring Kendall Jenner appeared on my Instagram feed. Initially, I was drawn to the breathtaking environment. Amangiri resort in Utah is composed of desert, canyons, and open skies, which complements the minimalistic and neutral coloured activewear that Kendall Jenner was shown wearing. Upon delving deeper into the brand, it came to my attention that the core principles that Alo promotes to their audience algin with values of my own. Particularly Kendall Jenner’s comment about taking care of yourself from the inside out. Behind the scenes of the campaign, Bobby Whigham worked hard to convey all of the things that are loved about Alo, including intention, presence, and space. He has worked within the fashion industry for the past 15 years, starting as a fitting room attendant at Urban Outfitters before joining Alo Yoga as the creative director of brand imagery and voice in 2023. 
     

    It’s no secret that the fashion industry is one of the major industrial polluters, but Alo Yoga is admired for prioritising sustainability. Whether it’s a solar-powered office or an advanced recycling programme that reduces waste to that of a small household, Alo values our environment. Their work was rewarded with a globally accredited platinum certification from WRAP, which verifies that their factories and offices operate in the most ethical ways, and in 2019, Alo Yoga launched Alo Gives. It involves free 5-minute yoga videos for children designed to improve emotional regulation and better sleep, which can be helpful both inside and outside the classroom. It gives Alo the chance to give back to their community and spread awareness of the proven benefits of yoga.

    Alo Yoga has successfully blended fashion with functionality over the past 18 years and tailored to the needs of young, health-conscious, busy individuals. The community of like-minded people they have developed will undoubtedly continue to grow, inspire and leave a lasting impact.

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