Concept
My digital artifact Reborn Australia focuses on the decarbonisation of the fashion industry by examining the distribution of goods. Combining academic research, analysis of fashion brands and political parties, my research is dedicated to developing a business plan for a fashion label in 2023 that strives to achieve net-zero emissions by 2050. Throughout my investigation, I explore the distinction between sustainability and decarbonisation in the industry and the future of fashion concerning AR and VR technologies and its alignment with the Anthropocene. In this report, I delve into the methodology of my digital artifact, which involves researching partial approaches to reducing greenhouse gas emissions (GGEs), analysing my findings, and taking action through my presence on Instagram, Facebook, TikTok and Twitter. Throughout these digital platforms, I aim to contribute to direct action by creating content based on research and engaging in media communication and distribution.
Research
Decarbonisation refers to the deliberate shift towards a low-carbon or carbon-free economy by reducing greenhouse gas (GHGs) emissions, aiming to achieve net-zero emissions by 2050 (IPCC, 2018). Within the fashion industry, decarbonisation efforts entail reducing reliance on fossil fuels, improving energy efficiency, and encouraging widespread adoption of renewable energy sources. This involves transforming various aspects of the fashion supply chain including production processes, material sourcing, transportation and waste management to minimise carbon emissions throughout the entire lifecycle of fashion products (Fashion For Good, 2023). By embracing decarbonisation practices and implementing innovative technologies the fashion sector can play a crucial role in reaching net-zero by 2050, especially for new business owners within this sector.
Think tanks are research institutes that research on government and businesses (Moore, 2019). The UN Climate Change is a think tank that has initiated a climate action work program, convening fashion stakeholders to develop a coherent and unified position. The Fashion Industry Charter for Climate Action was founded in 2018 to map out the route to achieving net-zero emissions by 2050, having 99 apparel brands and manufacturers participating. Fashion has made some progress in reporting on its climate commitments in the last two years, according to the United Nations Fashion Industry Charter for Climate Action and CDP, which released its 2023 progress report two months ago. It’s reported that the industry needs “faster acceleration of actions and scaled collaboration”, meaning fashion brands need to engage more efficiently with more suppliers and with each other to reduce supply chain emissions to halve emissions by 2030. Yet, just as no one government, organisation or person can drive the climate process alone no single business can drive sectorial change either. The transition to a net-zero economy is not easy and unprecedented levels of collaboration both within and outside the industry are essential. Convening and fostering climate action, particularly within the manufacturing supply chain space is very critical in driving decarbonisation within the fashion industry at a large scale. This includes collaborating more with suppliers and engaging the entire ecosystem, from cotton farmers to textile machinery producers.
The Australian Government is acting on waste and the textile lifecycle of items funding the National Clothing Product Stewardship Scheme which aims to reduce the amount of clothing sent to landfill. However, there isn’t much funding towards the supply chain process other than “making electric vehicles more accessible”. To accelerate the transition towards a decarbonised fashion industry, governments need to establish clear and ambitious policy frameworks. This requires fashion corporate leaders to actively engage in public discussions and political debates. It’s encouraged for brands to collaborate on supplier initiatives and utilise their collective purchase power to drive climate action (UNFCC, 2023).
Another crucial element within the fashion industry is the misrepresentation of sustainability known as greenwashing. This is a significant issue that undermines efforts towards decarbonisation. Many brands claim to be sustainable without implementing substantial practices addressing carbon emissions. Sustainability encompasses a broader range of concerns, including economic, social and environmental aspects, while decarbonisation specifically focuses on reducing GHG emissions (Moore, C. 2023). Misleading sustainable practices may be framed as using organic or recycled materials while neglecting carbon-intensive processes or transportation, this can mislead consumers and divert attention from decarbonisation efforts (Adamkeiwicz, J. 2022). This limitation becomes particularly significant in an industry known for its substantial carbon footprint Decarbonisation should be prioritised as a targeted strategy to achieve net-zero emissions. This involves transitioning to renewable energy sources, reducing the carbon footprint throughout the supply chain and offering low-carbon products and services.
Analysis
“The Anthropocene Epoch is an unofficial unit of geologic time, used to describe the most recent period in Earth’s history when human activity started to have a significant impact on the planet’s climate and ecosystems
National Geographic
The argument revolving around the Anthropocene is that humans are responsible for the change in living conditions currently experienced by all life forms on the planet in ways that are not foreseeable long into the future but are observed in the geological record (Moore, C. 2022). This reflects that it’s up to humans to apply the evidence of research to analyse to drive direct action in new ways within the distribution of products. From research undertaken within the fashion industry and a reflection from futurist Simon Holmes’ innovative study (2023) there are examples of initiatives to decarbonise and help achieve net-zero emissions.
- Transitioning to renewable energy sources: This involves sourcing renewable electricity for manufacturing facilities, stores and offices, and on-site energy generation e.g. solar or wind power.
- Reducing emissions in the supply chain: Collaborating with suppliers and manufacturers to implement energy-efficient like reducing waste, and minimising water and energy consumption.
- Circular principles: Reusing, recycling and upcycling of materials to reduce demand for new production. For example, incorporate recycled materials into new designs and reduce reliance on resource-intensive materials.
- Collaborating and sharing knowledge: Among brands, designers, researchers and policymakers. By working together, sharing the best practices and collectively addressing challenges.
- Optimising transportation: Using fuel-efficient vehicles, minimising distance between distribution centres/stores. This can significantly decrease the environmental impact of distribution activities(McKinnon, 2010). Patagonia does this by using less carbon-intensive fuels to reduce emissions (Patagonia, 2022).
- Promoting local and sustainable sourcing: To reduce the carbon footprint of supply chains, retailers can prioritise sourcing products locally and from suppliers (Gereffi, 2020). Jillian Boustred has been Australian Made since 2015 with 100% of garments made and sold in Sydney and strives for local pick and delivery services (Jillian Boustred, 2023).
Applying these strategies requires a comprehensive and integrated approach, involving stakeholders at every stage of the fashion chain. Supply chains generate 60% of all carbon emissions globally, therefore addressing supply chains is an essential step in achieving net zero (UN, 2020). This involves developing new technologies that are environmentally sustainable and have a low carbon footprint like energy storage solutions, utilising electric vehicles and more efficient processes. Upon other research, I discovered that most brands were not actively engaged in innovation in distribution. To address this gap, I decided to contact international fashion brands including ZARA, Mango, H&M, Cotton On and Brie Leon as well as the NSW Labor Party and Wollongong representative Alison Byrnes. The NSW Labor Party is contributing to Australia’s first National Electric Vehicle Strategy, to reduce emissions to accelerate the uptake of electric vehicles. Unfortunately, I have yet to receive a response from most brands except Cotton On who informed me that they are unable to allocate time to answer my question. Zara, on the other hand, forwarded me a link to their website which did not provide any specific information regarding reducing GGEs within their supply chain. There is a lack of responsiveness and transparency from these entities regarding their efforts in sustainable distribution practices. This highlights the need for greater accountability from fashion brands in addressing environmental concerns and adopting innovative strategies to reduce carbon emissions.
The future of fashion in particular about other new technologies such as augmented reality (AR) and virtual reality (VR) holds significant potential in the context of addressing climate change. It’s been argued that AR and VR can revolutionise the fashion industry by offering innovative solutions (Herz, 2019). About cyberpunk novums, which are new and futuristic elements often depicted in cyberpunk media, virtual realities can bring these realities to life. For example, fashion brands could use AR and VR to create virtual fitting rooms without physical garments. This aligns with the cybernetics vision of human power over chance, as consumers have more control and convenience in their shopping experience (Moore, 2020).
Action
References
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Australia Fashion Council (n.d.). Clothing Product Stewardship. [online] AFC. Available at: https://ausfashioncouncil.com/program/product-stewardship/.
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