Tracing Fiber Sustainability

A comparative look on organic cotton and MMCFs

Abstract

This paper presents the complexity of overly simplistic notions of sustainability in fashion, exploring the relationship between fiber production and the environment within the context of consumer misconceptions and unawareness of technological innovation of the industry. It is crucial to address the pervasive cases of greenwashing in fashion, due to misleading environmental language and information of certain fibers, as these hinder genuine efforts towards sustainability. This review aims to understand the different fibers used in the fashion industry through lifecycle assessments, looking closely at the various methods of production and effects of each material. Furthermore, it aims to facilitate more informed decisions and practices on behalf of manufacturers and consumers towards true sustainability. This study closely examines two types of fibers, organic cotton and man-made cellulose fibers (MMCFs), focusing on the case studies of H&M and Patagonia, to understand the challenges and achievements of such materials. Through studies of different fibers, and the brands that embrace them, the paper highlights the diverse ways sustainability is promoted and the overarching issue of misconceptions in fashion. With the numerous complexities surrounding this subject, this paper demonstrates the necessity of understanding the truth behind fashion’s processes and looking through the misconceptions many brands place upon consumers.