1 out of 3 people buy clothes every quarter. If we do the math, we are already left speechless with the amount of wastage and pollution the manufacturing can cause to our planet. Although just like the other necessities in our life, clothes too are a necessity. More than that, fashion is an indulgence, a way of life that is unfair to denounce.
This is where sustainable fashion becomes an impactful bridge of transition from fast fashion choices to recycled, consciously manufactured durable fashion choices.
American Eagle Outfitters is one of the biggest brands worldwide, manufacturing and selling denim jeans. And thus we have taken up the lofty mission of becoming a carbon neutral brand by the year 2030.
Why do we do this? There are many reasons why every brand right now should be moving towards creating sustainable & durable products that are consciously manufactured
Let’s start with talking about how sustainability has weaved itself into fashion.
Since the last decade every year, global fashion leaders and brands innovate technologies not just in fabric but in manufacturing processes in order to balance out the inevitable pollution caused by apparel manufacturing.
How does American eagle contribute to this?
The Real Good Initiative
Our team of designers and manufactures have come together to create a process that uses materials that have been sustainably produced such as recycled polyester, nylon and organic cotton. This technology is further optimised by using manufacturing processes that use safety protocols and water reduction + management systems that ensure reduced water pollution. When manufacturing jeans for millions of men and women across the globe, it becomes our accountability to take care of the environment and contribute
The Real Good initiative is a promise
With this initiative globally, American eagle jeans have been able to save 1 billion gallons of water per year and have also managed to reduce the amount of water used per pair of jeans by 14%. Additionally, we have also used over 60 million plastic bottles for the recycled
Polyester used in our jeans.
How does this benefit everyone?
Sustainability is a conscious fashion choice that is here to stay. Every century we witness a revolution and it is best to be on the right side of history, and fashionable so.
When scrolling through our website, the Real Good jeans are marked with a green badge of assurance – what you wear is conscious and considerate of the environment. With the rise in different types of jeans and treatments like washed jeans, distressed jeans and the never ending rise in wanting to keep up with the style trends, it is imperative to make the right choices. Sustainable fashion is a trend on the rise, but is set to become the norm before we even realise it. So when 1 out of every 3rd person buying clothes every quarter chooses sustainable fashion, there will be a sharp shift in how brands manufacture clothes. Your choices influence the bigger picture more than you realise.
Across the globe so far, The Real Good Initiative has made a staggering impact
- Every pair of Real Good jeans saves 7 gallons of water on average, compared to our past denim production.
- Our factories saved 1.8 billion gallons of water in 2020 alone.
- We’ve reduced the amount of water used per pair of jeans by 14% (with a goal of 30%)
- We’ve used the equivalent of 60 million plastic bottles in recycled polyester
- We’ve more than doubled the amount of cotton sourced through the Better Cotton Initiative from 15% in 2019 to 37% in 2020.
- 89% of our denim laundries recycle the water they use to make AE jeans.
- More than 569,000 pairs of jeans have been donated and turned into home insulation through the Blue Jeans Go Green program.
Tidal wave of change is a joyful accountability the youth of every generation enjoys; fashion choices like jeans have empowered this since the last 6 decades
With our present destination and community being India, we plan to bring a similar impact. Just the way jeans for men and women have been a roaring image of many revolutions and evolutions, the transition to sustainable fashion is going to be the next door of opportunity for our generation of trendsetters.
How can you part take and induct yourself into the sustainable culture.
It starts with Identification, Calculation and then Action
Identify all the aspects of your life, including your wardrobe, that create the most amount of waste. Through maintenance or through usage.
Calculate what your carbon footprint is
Actively choose and shift towards sustainable brands, because there is one always available. For denim Jeans, American Eagle Outfitters is one of the most trusted sustainable brands across the globe.
So the next time you shop, shop with the planet in mind
