2024 Predictions: Prioritizing Fashion Sustainability

In the ever-evolving landscape of the fashion industry, sustainability has become more than a mere trend—it’s a necessity. From the adoption of artificial intelligence (AI) to the increased focus on legislation, the path to a sustainable future is paved with innovation and challenges. As co-founders of Debrand, we wanted to explore some key predictions for 2024 that we feel will influence the future of fashion sustainability and the role we play in this transformative journey.

Artificial intelligence is no longer just a buzzword; it’s a powerful tool that can revolutionize how fashion and apparel brands operate. AI could be instrumental in addressing challenges in sourcing, product development, manufacturing, sorting, and traceability. If fashion is able to harness the power of AI, apparel and footwear brands will have endless opportunities at their fingertips to reduce waste and overproduction. Every aspect of a garment’s journey could be reimagined from supply chain and intentional end-of-life design, to production and collection.

AI has the potential to enable holistic production planning, helping companies optimize inventory and strategies with greater flexibility, and plan for a garment’s multiple lives. While some companies are still testing the waters, those incorporating AI into their processes are gaining a competitive edge. AI not only enhances efficiency but also provides higher-level reasoning and analytical research, accelerating the speed at which we can interpret vast data sets. Additionally, AI and automation will support efforts to upskill manual labor. While AI can handle complex, multifactorial decision making, there is still a need for skilled manual labor that can make critical assessments of garments being sorted to address more nuanced issues like stains or odor – assessments an automated system won’t catch. 2024 will be a pivotal year to see how global fashion brands leverage data and AI to advance textile circularity. 

The fashion industry’s overproduction dilemma remains a critical issue. While next-life solutions such as reuse, repair, recycling and donation are available to help brands avoid landfill, the organizations behind these solutions face the daunting task of catching up with the industry’s rapid pace. As consumers become more educated about sustainable fashion and demand transparency, there’s a growing need for next-life solutions at scale within the fashion supply chain. Moreover, with the added use of AI for both brands and consumers, there’s more pressure for increased transparency around overproduction and greenwashing is becoming unearthed whether brands like it or not. To address the waste crisis in the fashion industry, establish data-driven policies, and successfully shift from a linear to a circular economy, it is imperative to have accurate insights into the yearly production volume of garments.

Nevertheless, the reality is that the industry for next-life solutions is not yet scaled to meet this demand. Companies like Debrand and the partners we work with have laid the groundwork to grow and scale up, but there’s still a lot of work that needs to be done. The only way for this sector of sustainable solutions to grow is if brands are willing to put real investment towards these solutions.

The fashion industry faces increasing pressure to adopt sustainable practices, with legislation playing a crucial role. Textile recovery in Europe mirrors the challenges seen in the United States. The prevalent behavior among consumers involves discarding clothing instead of choosing reuse or donation, and the infrastructure for textile collection and sorting lacks consistency among EU countries. Additionally, the accessibility and affordability of textile recycling technologies pose obstacles, aggravated by a shortage of funding for these critical initiatives.

Legislation like New York’s Fashion Sustainability and Social Accountability Act, and the EU’s Strategy for Sustainable and Circular Textiles are leading the way for traceability and transparency from brands. Moreover, the EU’s Ecodesign for Sustainable Products Regulation (ESPR) stands out as one of its flagship initiatives, sparking intense debates. Currently navigating the co-decision procedure of the EU Council and Parliament, this proposal aims to establish ecodesign requirements as the baseline sustainability standard for all products entering the European market. The overarching goal is to mandate circular design principles, emphasizing durability, reliability, reusability, repairability, and upgradability, coupled with minimal substances of concern and a substantial presence of recycled content.

These important legislative moves will have a significant global impact on 2024 and beyond. As the United States begins laying the foundation for textile recovery and sustainability, lessons from the EU’s strategy can provide valuable insights for American lawmakers. The push for sustainability regulations aligns with the broader global effort to reshape supply chains and promote responsible consumer behavior.

While we envision a more sustainable future for the fashion industry, it’s also critical to confront the immediate challenges. Warehouses filled with excess inventory waiting for landfills underscore the urgency of dealing with the aftermath of overproduction. As a company committed to next-life logistics, we recognize that promoting a circular future requires addressing the garments already created and in need of immediate attention. By combining innovation, transparency, and a commitment to sustainable practices, we can prioritize fashion sustainability, building a future that embraces responsibility and environmental consciousness.