It's an interesting thing that the sale and purchase of items at reduced prices may not be of benefit to our valued consumers only to save money. More particularly, the sale and purchase of sustainable fashion at reduced prices have much wider benefits to consumers, the vendor and the environment.In short:
- for consumers that sale price provides a price benefit
- exercising the choice to purchase the sale price James&Co benefits the environment - it reduces the opportunity of a traditional plastics-based polyurethane jacket later going to landfill and helps to reduce the 97% of fashion items going to landfill
- for the vendor James&Co it is a sale which adds to revenue.
- it helps spread the awareness of the James&Co brand to empower more customers to buy the environmentally-friendly brand
- it helps our ability to make a difference to achieving the UN Sustainability Development Goal 12 - to reduce, reuse, recycle toxic plastics-based PU apparel.
An update on the James&Co sustainability work will pull together the overall benefits of buying a James&Co jacket in our Sustainability Sale.
UN Sustainable Development Goals
In recent blogs, James&Co has been sharing information about the Sustainable Development Goals of the United Nations by 2030 (SDGs) to help raise awareness of their content and objectives.
Our success rate is admittedly unlikely to be anywhere near the awareness-raising success of the work of Greta Thunberg - but we are always mindful that from little things big things grow. So it's great to see the numbers of Sustainable All readers growing!
The environmental uniqueness of the James&Co brand presents an opportunity to be a leader in helping to make a difference to achievement of the SDGs. We do not manufacture our outerwear in the traditional plastics-based Polyurethane. From our research, we are the only fashion brand that has ditched the environmentally harmful plastic fabric for sustainable leather look fabric of water based polyurethane (WBPU). There are of course other alternatives of Pinatex, cork, and mushroom which have been adopted but WBPU is the real leather look alternative.
As we've reported, at the core of the 17 SDGs are the Good Life Goals. The Good Life Goals were developed as the blue-print for implementation of the SDGs. There are 5 Goals set out against each of the 17 SDGs - 85 ways anyone can contribute towards the huge, planet-changing objectives that sit at the heart of the SDG agenda.The personal actions that everyone can take to help support the SDGs. Read more.
REDUCE, REUSE, RECYCLE
James&Co has identified SDG12 as the focus for our efforts to help to make a difference.
Included in the 5 Good Life Goals is the exhortation to 'Reduce.Reuse.Recycle'.
The target and indicator set for SDG12 are:
By 2030, substantially reduce waste generation through prevention, reduction, recycling and reuse
National recycling rate, tons of material recycle
So here's the rub and how the James&Co brand aims to make a difference:
THE FASHION INDUSTRY IS CURRENTLY THE SECOND LARGEST POLLUTER WHERE 97% OF TEXTILES ARE SENT TO LANDFILL WHICH COULD ACTUALLY BE RECYCLED.
FROM OUR RESEARCH, PLASTICS-BASED POLYURETHANE JACKETS ARE IN THE 97% GOING TO LANDFILL WHICH COULD ACTUALLY BE RECYCLED.
QUICK OVERVIEW ABOUT RECYCLING POLYURETHANE
The American Chemistry Council (ACC) details how polyurethane used in commercial and industrial applications can be recycled. It can be left in its original condition and used in pieces for carpet underlay, mattresses and many other. It can be chemically broken down to its components and become oil. Interestingly, the ACC also notes that water based PU - the sustainable alternative - is increasingly being used in commercial and industrial applications. And likely to be more so as Governments regulate against the harmful emission of toxins.
We asked the ACC about recycling of polyurethane apparel and this was the answer:
'...no information on recycling jackets made with PU materials. It is the first time I’ve ever heard the question.'
James&Co therefore sees the real opportunity for all stakeholders to work to reuse, reduce, recycle polyurethane outerwear. And to make a difference in achieving SDG12 of significantly reducing waste generation by 2030.
James&Co did set up a Recycling Initiative but it has had no take-up and will definitely need more funding to achieve it on a global level.
BACK TO THE OPENING
Now back to our opening statement: 'More particularly, the sale and purchase of sustainable fashion at reduced prices have much wider benefits to consumers, the vendor and the environment.'
In an earlier blog, we cited findings of the team which established the Good Life Goals:
- 96% of people feel their own personal actions, such as donating, recycling or buying ethically, can make a difference to helping make the world a better place
- 88% of consumers expect brands to help them make a difference
Information about the James&Co brand and how it can help a consumer make a difference is critical to enabling them to make the choice that will make a difference.
In our most recent blog, we provided information about how traditional polyurethane used by vegan brands is not sustainable. It's a very good thing that it's cruelty-free and the real leather alternative. And for a long time it was the only alternative. But now there are viable alternatives and consumers can make the choice to choose the product that is both vegan and sustainable.
Here's the 'how' to '...the sale and purchase of sustainable fashion at reduced prices have much wider benefits to consumers, the vendor and potentially the environment.':
- James&Co has a collection of sustainable vegan jackets- called the Sustainability Sale - all reduced to the sale price of $100
- for consumers that sale price provides a price benefit. Exercising the choice to purchase the sale price James&Co benefits the environment - it reduces the opportunity of a polyurethane jacket later going to landfill and helps to reduce the 97% of fashion items going to landfill
- for the vendor James&Co it is a sale which adds to revenue. It helps spread the awareness of the James&Co brand to empower more customers to buy the environmentally-friendly brand and help our ability to make a difference to achieving SDG12.