There is so much that we hear about sustainability and eco living. They are long known concepts in our modern society in terms of lifestyle, fashion and nutrition. Veganism and conscious buying are some of the examples of sustainable living that so many people are starting to consider nowadays. However, some big sustainable brands, like Patagonia, start to question whether sustainability really exists.

History of sustainability

The ‘sustainable development’ term appeared for the first time in 1969 and was defined as 'economic development that may have benefits for current and future generations without harming the planet's resources or biological organisms'. In 1978, in a following study, it was redefined as ‘the needs of the present without compromising the ability of future generations to meet their own needs'. There are many industries like food and oil that recognised their negative impact on the environment quite quickly. That is the reason why there are many activists and organisations now, like Greenpeace or WWF, that bring awareness and encourage people to become more conscious. However, there are many dimensions as to what sustainability really means and it varies from person to person.

Sustainability in fashion

The fashion industry was not far behind from joining the movement of sustainability. The first rebellious movements began in the late 1960’s when the consumerist society acknowledged the issue with continuously progressing mass production. However, it was not until the early 1980’s when sustainable and ethical fashion was being recognised, as this is the time when fast fashion was born. Companies like Patagonia or Esprit were one of the first brands to address those issues and help others to acknowledge and educate about the environmental crisis. Fur, real leather and synthetic fabrics have been overproduced more than ever and yet, still many people did not see what is wrong with this trend. This issue was brushed off for many, many years until the collapse of the Rana Plaza on 24th of April 2013, when a huge garment factory due to prioritizing profits/production over safe working conditions. From this day, people realised the negative impact that fashion industry

Does sustainability exist?

However, Patagonia argues if sustainability really exists. The brand states that not only the world has a long way to go in achieving sustainable society, but also it is down to small actions taken by many people for a change to be made. So is sustainability really achievable in the short-term? The concept exists and there are a lot of activists fighting for a big change, but at the end it is up to us as single human beings to take good, even small actions that could contribute positively to the environment over time.

Becoming more sustainable

Next time when you are purchasing clothing or goods, think of where you buy it, what its source is and values behind. There are so many other ways people can positively contribute to the environment without losing the value and quality of the products or sacrificing their style. You can choose natural fabrics, recycled/upcycled materials, vegan production or simply go vintage. YUUGEN understands that sustainability needs to be accessible in the best way possible, so that people can change their buying behaviour. You can start taking your small steps into sustainability by simply choosing to purchase at YUUGEN.STORE and choose long-lasting instead of fast.



Author: Laura Balajcza


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