It’s no secret, we are in the middle of a fashion revolution and with the help of organizations like the Textile Exchange and the Sustainable Apparel Coalition, that movement is going stronger and stronger by the moment. It just might need a little help knowing what to do with that newfound strength.
Right now, today’s clothing customer is incredibly confused. They might see a shirt made out of bamboo fibers and think to themselves, “That sounds sustainable.” Well, in reality, that “bamboo” its rayon. And that rayon has been around for a long time and has been made with some very toxic chemicals. But with a little bit of clever branding, no one would ever have to know.
On top of that, more and more consumers are attracted to phrases like “all-natural” and “eco-friendly” when very little evidence is given to prove the product lives up to those classifications.
Just look at the chartbelow, which shows consumers are 10% more likely to buy something labeled “natural” than “sustainable” even though the sustainability title should be much harder for a company to achieve.
And no company would ever dare tell the consumers the dead truth about the environmental impact each purchase has.
Could you imagine a company coming out with ads that say, “Don't buy a jacket from us unless you really need it. That’s how you can truly create a sustainable future.” That would be marketing suicide.
However, what if you could say, “Buy a jacket from us, and you will never need to buy another one. That’s the best sustainable move you can make.” It’s also a marketing move any company (and consumer) could get behind.
As a supplier of antimicrobial, anti-odor and water repellent products to many of the leading brands, we at Sciessent want to do our part to contribute to a sustainable product for the consumer.
As part of our effort to grow our sustainable product profile, our bluesign approved Lava XL odor adsorber recently achieved the Oeko Tex Eco Passport certification. Sciessent is the first U.S. company to pass the rigorous test. Eco Passport helps brands achieve, or maintain, a high standard for health and human safety. Textile finishes that achieve this certification are free from dangerous levels of potentially harmful substances such as allergens and carcinogens.
Couple that with the lasting, proven odor control performance of Lava XL and you have one of the leading sustainable textile finishes a brand can incorporate.