Hello! This is GP’s Tsubouchi here, who was so impressed by the warmth of scarves that I already bought three this year.

Are you all keeping up with the fashion trends? During the colder seasons, it’s no exaggeration to say that a coat can make or break your outfit for the day. This winter, I went all-in with scarves and coats on the hunt for great items!

As you may know, the GP office relocated to Omotesando, a fashionable district, in November of last year! On the way to the office, stylish people are everywhere, and I often feel tempted to ask, “Where is that outfit from?” (Though I’ve never actually asked…)

The current state of the fashion industry

The fashion industry brings color to our daily lives. However, “due to mass production, mass consumption, and mass disposal. The industry’s growing usage of resources and energy, combined with the relatively short lifespan of clothing, has become an international issue.” (Source: Ministry of the Environment, Japan – Sustainable Fashion https://www.env.go.jp/policy/sustainable_fashion/)

To produce a single item of clothing, approximately 25.5 kg of CO₂ emissions (equivalent to manufacturing about 255 500ml plastic bottles) and 2,300 liters of water (about 11 bathtubs worth) are consumed.

In addition to environmental concerns, the fashion industry also faces labor issues due to the rise of fast fashion. One of the most well-known incidents related to this is the Rana Plaza collapse, which resulted in over 1,000 deaths and more than 2,500 injuries, drawing global attention to poor working conditions within the industry.

Sustainable initiatives in the fashion industry

With the growing awareness of these issues, governments and companies have started to focus more on sustainability.

① Repair project – United Arrows

United Arrows has launched “RE: Store & Flea UNITED ARROWS LTD.,” which sells repaired clothing, accessories, and even furniture and lacquerware previously used in stores. They have also established a repair center where a dedicated team handles repair requests, ensuring a smooth process. It’s exciting to think that your favorite items, even if they’re worn out, can get a new life!

② Clothing sharing service – Air Closet

This is a subscription-based clothing rental service, where professional stylists coordinate outfits for the users. By reusing clothes, it minimizes consumption while still allowing people to enjoy diverse fashion choices every month. It’s also a great way to discover a new personal style!

③ Advertising campaign – H&M

H&M has promoted the sustainable materials used in their products through outdoor ads and digital displays, encouraging consumers to think more about sustainability. Additionally, they leveraged social media by conducting polls on Twitter, issuing coupons based on engagement, and achieving over four times the number of likes compared to other campaigns. Global brands really have a massive influence on society, don’t they?

Sustainable fashion brands in Omotesando

① CASA FLINE

CASA FLINE follows the philosophy of “torus” (circular sustainability) and actively works on reducing environmental impact by using eco-friendly materials, wooden hangers, and upcycling techniques. They also encourage employees to avoid buying plastic bottles and disposable products while commuting.

Their website features a “Craftman’s Story” video series, highlighting the process of how each garment is made, promoting transparency in the production process.

② New Make Labo

New Make Labo serves as a creative hub, breaking down barriers between companies and individuals to tackle various social issues. It not only runs multiple sustainability projects, but also transforms excess inventory and non-standard products provided by companies into new creations with added value.

③ Shinzone

A select shop based on the concept of “high-quality casualwear that pairs well with denim.” For its interior, the store uses Kitayama Maruta, a type of Japanese timber from Kyoto, which has seen declining demand in recent years. Additionally, they sell collections made from discarded denim.

The brand also serves as a bridge between fashion and welfare, collaborating with organizations that support foster care programs. Together with foster parents and children, they help design parts of the store’s interior, as well as some of its products.

Sustainable actions you can start doing today!

① Think about whether you really need it

Are you making impulse purchases? With online shopping becoming more accessible, it’s easy to buy clothes on a whim. (I’ve done it, too…)

Before purchasing, check your closet and pre-plan your shopping to make sure your choices are environmentally and financially friendly!

② Share and reuse clothes

If you have siblings, you might have received or given hand-me-downs before. That’s a great sustainable action! 

Now that rental services and flea markets are becoming more popular, make sure to explore the reuse options that best suit you.

③ Bring used clothes to stores

Throwing clothes together with regular trash significantly harms the environment. In fact, around 450,000 tons of clothing are incinerated or landfilled every year. Instead of tossing them, take them to a collection point! Knowing where your nearest clothing recycling store is can make a huge difference.

Conclusion

If you’ve read this far, you’re already an eco-activist!

This article alone won’t make everything perfect, but I hope it has sparked your interest in sustainable fashion. Let’s take small steps toward a greener future together!