Performance apparel manufacturers need to step up their game to compete in and meet the growing demand of an eco-conscious marketplace, according to a new report by Textiles Intelligence.
Suppliers of performance apparel have, for some time now, been under heavy pressure by consumers, governments and non-governmental organisations (NGOs) to reduce their carbon footprints and eliminate inequities in labour practices. In response to such pressure, many performance apparel companies have been taking steps to reduce their carbon footprint by developing and commercialising an increasingly broad range of eco-friendly products and technologies. Some firms have developed comprehensive corporate social responsibility (CSR) programmes.
According to the report, called “Sustainability in performance apparel: meeting the demands of an eco-conscious marketplace”, a growing number of firms have gone further and are using CSR as a strategy to differentiate their brands and strengthen their competitiveness. For these companies, sustainability is seen as an opportunity rather than a challenge.
For example, the Germany-based sportswear giant Adidas has developed guidelines and training programmes for its suppliers in order to reduce the impact of their operations on the environment. In particular, it is focusing on improving the materials which go into its products and tackling pollution in the factories of its Asian suppliers.
The US retailer Wal-Mart has outlined three key sustainability goals, namely, to use only renewable energy supplies, to adopt a “zero waste” strategy, and to sell products which sustain resources and the environment.
Other companies, meanwhile, are focusing on the development of innovative sustainable products. For example, in 2009 Japan-based Asics, a company which specialises in sports footwear and apparel, launched a line of high performance running apparel made with eco-friendly fibres called ThermoºCool Eco.
ThermoºCool Eco fibres are considered eco-friendly as they are made from Sorona, a polytrimethylene terephthalate (PTT) polymer which is derived from renewable resources such as corn, rather than petrochemicals.
In other developments, the UK-based Henri Lloyd and the US-based Swany America have both introduced new eco-friendly products as part of a polyester recycling programme called Eco Circle. The programme was introduced by the Japanese company Teijin Fibers in 2002.
Henri Lloyd introduced its range of Blue Eco jackets and accompanying Hi Fit trousers. The jackets and trousers are recyclable, and are produced using a waterproof, windproof and breathable fabric called Eco Storm which is made from recycled polyester fibres.
Once the Blue Eco garments are worn out, customers can return them to Henri Lloyd for recycling under the Eco Circle programme. The recycled raw material is then converted into new polyester fibres for use in the manufacture of new Blue Eco products.
Swany America, meanwhile, has developed a ski glove called Swany Eco-circle. The glove is made largely from recycled materials and is 100% recyclable. Like the Blue Eco products, the glove can be returned to Swany America once it has been worn out for recycling under the Eco Circle programme.
These and other products and processes form part of a whole array of sustainability initiatives being adopted by companies around the world. However, there is much room for improvement.
Companies must continue to take further steps towards reducing their carbon footprint in order to achieve greater sustainability. Also, they must enhance the way they are perceived in an increasingly eco-conscious marketplace.
Furthermore, they must consider making their adopted sustainability measures more transparent and substantive if they want their efforts to remain credible.