Misato NotoSourcing low impact materials, processing them with eco-friendly techniques and paying workers fairly are all indispensable in making sustainable clothing that is kind to both the planet and people. However, these choices come at a higher cost than the methods of their fast-fashion counterparts. It is a brand’s commitment to quality and ethical production that adds to the price of sustainable fashion.
As consumers are becoming more inclined towards products marketed as sustainable, investing in them now might help brands to make their products more affordable in the long term. From an economies-of-scale perspective, if brands can produce sustainable alternatives in larger quantities, they can keep their prices low.
In fact, this kind of price shift is already happening in the organic food industry. In 2018, consumers paid about 7.5% more for organic foods than conventional food, while in 2014, they paid about 9% more. Due to the increasing popularity of organic food, many more mainstream stores now offer them too. Until the day that sustainable fashion becomes mainstream, we consumers have to do our part by supporting them.
