By Cristina Rivas / Translated by Laura Osuna
The high cost of eco-friendly clothing divides opinions among consumers in the region.
Implementing fair working conditions and proper waste management increases companies' operating costs, which is reflected in the final price of sustainable garments.
In 2023, a McKinsey study revealed that 56% of Latin American consumers would be willing to pay more for environmentally responsible products. However, this intention faces the economic reality of the region, where purchasing power is limited. Another report states that high prices dissuade 67% of buyers.
Consumption habits and perception of sustainable fashion
Beyond the cost, access to sustainable fashion is determined by consumption habits. According to a report by the Ellen MacArthur Foundation, 60% of garments produced globally end up in landfills in less than a year. In Latin America, the rise of fast fashion has encouraged the impulsive purchase of cheap and short-lived clothing, instead of investing in durable and better-quality pieces.
The State of Fashion 2023 report, by The Business of Fashion and McKinsey, reveals that 85% of Latin American consumers prioritize price and trend over the durability of a garment. This behavior reinforces the accelerated consumption cycle, where clothes are purchased with the expectation of being replaced in a short time.
This model has generated the perception that clothing must be accessible and constantly renewed, without considering its environmental and social impact. As a consequence, sustainable fashion not only faces an economic barrier but also the need for a change in the way clothing consumption is conceived.
Latin American brands that promote sustainable fashion
Latin American brands that promote sustainable fashion
- Pipa (Uruguay): Brand that is committed to organic and recycled materials, promoting an ethical production chain.
- Biotico (Argentina): Specialized in the design of garments from recycled textiles and biodegradable materials.
- Animaná (Argentina): Works with artisan communities to create natural fiber garments with ancestral techniques.
- Caralarga (México): Focuses on the production of natural fiber accessories, promoting handicrafts and fair trade.
Is scalability the solution?
Many argue that mass production would reduce costs and allow more people to access responsible garments. However, this approach could compromise its essence. Manufacturing on a large scale increases the use of resources and can generate negative impacts that go against the principles of sustainability.
A 2023 study, conducted by Stephanie Paola Bolívar Mariño and Luis Alejandro Acosta Restrepo, analyzed the perception of sustainable fashion in Valle de Aburrá, Colombia. The research revealed that, although consumers are increasingly aware of the environmental impact of the textile industry, economic barriers and lack of access limit the adoption of this type of garment. The authors highlight the need for strategies that promote education and accessibility to close this gap.
The role of public policies and education
The problem lies not only in the high cost of sustainable fashion but in the way consumption is perceived. As long as the idea that clothes must be cheap and constantly renewed persists, sustainability will continue to seem inaccessible.
Public policies can play a key role in the transition to more responsible consumption. Initiatives in other countries include tax incentives for companies that adopt sustainable practices, subsidies for organic textile producers, and regulations that limit textile waste. In Latin America, promoting these measures could promote a more equitable and accessible fashion industry.
Towards more conscious consumption
Platforms such as Universo MOLA works to reduce barriers to access to sustainable fashion through education and promotion in Latin America. Through awareness strategies, they seek to make more people understand that sustainability is not a luxury, but an informed decision.
The solution is not in mass production, but in educating about the importance of choosing responsible garments, designed to last and with a positive long-term impact. While the way to accessible sustainable fashion is challenging, combining education, public policies, and support for committed brands could make a difference in the region.
Sources:
https://simalco.com/el-futuro-de-la-moda-en-latinoamerica-es-sostenible/
https://dspace.palermo.edu/ojs/index.php/cdc/article/view/11001/18845
