The global fashion industry is a significant contributor to greenhouse gas emissions, reportedly accounting for four percent annually. With population growth and evolving consumer habits, this figure is poised to escalate further, despite initial efforts by brands to mitigate their carbon footprint. Currently, about 70 percent of the industry’s emissions stem from upstream activities like material production and processing, offering opportunities for brands to adopt measures to curtail their environmental impact.
According to a 2020 McKinsey report, without additional action, the industry’s greenhouse gas emissions could soar to 2.7 billion tons per year by 2030. This projection far exceeds the maximum limit required to uphold the 1.5-degree pathway outlined in the Paris Agreement. Thus, there’s an urgent need for fashion brands to think innovatively and overhaul their business models to effect substantial change—a challenge that several brands in the Middle East are beginning to embrace.
In the Middle East, indigenous fashion labels have long contemplated their global contribution to environmental issues. While there’s no one-size-fits-all solution, many independent brands are proactively seeking planet-friendly alternatives in their production, distribution, and supply chains.
Dominic Nowell-Barnes, founder of the sustainably-focused athleisure brand The Giving Movement, emphasizes the region’s promising sustainability landscape. However, he underscores the need for continued improvement and widespread adoption of sustainable practices. Nowell-Barnes initiated his company with a dual commitment: charitable giving and sustainability. The Giving Movement donates a portion of every purchase to support child welfare and humanitarian aid, while also prioritizing eco-friendly fabrics and production processes to minimize ecological footprints.
Similarly, Reema Al Banna, founder of Reemami, has made sustainability a cornerstone of her brand since its inception in 2009. Al Banna’s approach involves ethical material sourcing, local production, waste reduction, limited production runs, and green packaging, all aimed at positioning her label as a leader in environmentally and socially responsible practices in the Middle East.
Rather than adhering to seasonal trends, Al Banna focuses on creating timeless capsule collections, encouraging consumers to invest in pieces with longevity. This shift aligns with evolving consumer priorities in the region, where quality and emotional resonance surpass fleeting trends.
Bazza Alzouman, a brand from Kuwait, shares a similar ethos by prioritizing sustainable production and minimizing wastage. Alzouman emphasizes the importance of reducing excess stock and hopes to transition towards more sustainable materials and processes in the future.
However, the onus of sustainability doesn’t solely rest on brands. Consumers play a pivotal role in driving change through their purchasing decisions. While acknowledging the allure of fast fashion, individuals are encouraged to opt for quality, long-lasting garments that consider the planet and its people. Ultimately, achieving sustainability in the Middle East’s fashion industry requires a collective effort—from brands, consumers, and stakeholders alike. Despite the challenges, the rise of pioneering fashion companies and the growing accessibility of sustainably produced products offer hope for a greener future.
