Images Magazine November 18

www.images-magazine.com NOVEMBER 2018 images 67 KB ECOWEAR to brands that merely outsource the production of their apparel. Decorators can also look to civil society organisations and accreditations to establish trust in the brands from which they purchase garments. The Oeko-Tex Standard 100 accreditation assures that no harmful chemicals or materials are present in the garment itself. Labour practice accreditations, like the Fair Labor Association compliance accreditation or the Worldwide Responsible Apparel Production (WRAP) accreditation, provide decorators with a good validation of the human and social impacts of brands‘ supply chains. Why should they even be concerned about garment sustainability? Doing the research and being well-versed in the sustainability of the products they offer can help decorators differentiate themselves from their competitors. It is also important to remember that many of the largest corporations, charitable organisations or corporate customers now operate within ethical procurement guidelines and are increasingly asking about the environmental and social impacts of their choices. The most successful decorators are always the ones that provide their customers with the most complete business solution, so becoming aware of and communicating to their customers the sustainability of the products being ‘pitched’ can help further seal the deal. Do you perceive a growing emphasis on, and demand for, sustainable garments? I most certainly do. Decorators’ customers are driven by the same pressures that are driving consumers in general. Macroeconomic and environmental concerns are redefining social norms and creating heightened awareness in the next generation of business leaders to rethink what is acceptable. We are also seeing the influence of a generational shift. Millennials and Gen Z’ers have grown up with almost total access to information, enabled through technology and social media. This has created a whole new set of expectations of what they should know, what they are going to be influenced by and how they will reward to the brands they trust. What is the most important thing Gildan is doing to ensure it manufactures garments in a sustainable way? Fundamentally we have learned first- hand that operating responsibly and sustainably is not simply the ‘right thing to do’ but actually a critical driver of our success and future growth. As a vertically-integrated manufacturer, we have direct control over almost every step in the process and scrutinise every small detail. This has allowed us to uncover savings and resource efficiencies that most brands cannot even see. Often looking beyond our own industry, we pursue continuous improvement and have invested heavily, more than almost any other apparel manufacturer in the world, in new equipment, technology and innovation. A great example of this is our bio-mass systems wherein we burn agricultural and factory waste to generate thermal energy that powers our steam, industrial dryers and hydraulic systems, and in induction chillers even the cold air we use to air-condition our facilities. These investments, greater than US$50 million, allowed us to generate 43% of the company’s total energy in 2017 from renewable sources. [More information on Gildan‘s CSR strategy is available on its new website, www.genuinegildan.com] Do you have any advice for decorators on how to market sustainable garments to customers? Decorators must remember to keep messaging simple and easily digestible, especially for customers who do not place sustainability as a top priority. I would also say, in my experience, that decorators should not assume that this is not important to their customers. Sometimes the most ardent environmentalists are found in the oddest places. In a nutshell, why should Images readers choose sustainable garments in the future? I genuinely believe that as citizens of the planet we all bear a responsibility to take ownership and positively influence the impacts of the choices we make. We also have the ability to inform the opinions of others, in the hope that collectively we can alter the course we are on. I also think your readers are also consumers themselves and it’s important to acknowledge that, although we may perceive our individual impacts as being quite small, collectively we can move the needle towards making the industry more sustainable. Many of your readers may not realise this, but 45-60% of the total energy and close to 30% of the total water consumed during the lifespan of a T-shirt occurs in the home. Washing only full loads, using cold water and hanging to dry generates substantial environmental benefits, saves money and actually makes our garments last longer. www.genuinegildan.com Sometimes the most ardent environmentalists are found in the oddest places Gildan uses bio-mass systems to generate thermal energy from waste