A collaboration between 100 major apparel brands and retailers has resulted in a new software tool called the Eco Index, which measures the carbon footprint of their products.
Set to debut in this month at the Outdoor Retailer Expo in Salt Lake City, Utah, the sustainability index’s development is the industry’s first environmental assessment tool, similar in design to the federal Energy Star rating for electronics and appliances.
But will this new venture actually attract consumers to buying more eco-friendly clothing?
Jeff Hamelin, 29, a Queens College psychology instructor, says his main concern is “how easily accessible and straightforward the information is […] because the hassle would not make it worth it for me.”
However, for some, it really comes down to style. Eighteen-year-old New York student Sabrina Millington says the concept of sustainable clothing piques her curiosity and that she “wouldn’t mind buying clothes from environmentally friendly designers if [they] appeal to my taste.”
For shoppers like Millington, the Eco Index has the potential to reform common brands’ manufacturing processes to bring sustainability into the realm of public concern and create a more conscientious consumer experience.
Heavy hitters in the clothing industry are already jumping on board – Levi Strauss, Target, Adidas, Timberland, Patagonia, REI, Columbia Sportswear and Brooks Sports, just to name a few.
In the realm of product footprint, the index takes the whole lifecycle, as well as labor practices, into consideration. It rates clothing and shoes on a number of factors, including raw material sourcing (land use intensity, water), manufacturing (energy demands, GHG emissions), shipping and consumer-facing packaging, transport, distribution and disposal.
For some eco-minded shoppers, the new rating system will support practices they have already put in place, but it may not necessarily outweigh other factors, such as price.
Twenty-year old student Chris Ludvik made a commitment to buy and wear sustainable clothing after hearing two Bangladeshi women speak about factory working conditions. His wardrobe integrates organic cotton, hemp and bamboo, as well as recycled-content clothing.
Ludvik says the Eco Index would make the clothing more appealing but not enough for him to buy it.
“If I had a choice between buying the same piece of clothing from Target for less or a smaller company for more, I’d [buy from] the smaller company.” Paying more for these clothes in the short-term, he says, saves him money in the long run.
However, Anat Soffer, a 54-year old accountant, supports the idea. “In the past I’ve passed up buying clothing that I knew wasn’t produced responsibly, with child labor or without living wages,” she says. “It’s important to pay higher costs knowing that [companies appreciate] fair human values.”
While the Eco Index is currently an internal supply chain tool and isn’t ready for public viewing just yet, hope is high that it can eventually be used as a green product comparison tool for consumers. Right now, its use by product designers and suppliers promotes in-industry transparency.