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Jakarta Post

Incentives needed to promote sustainable fashion

Consumers and producers still lacked awareness about fabrics and how they were sourced.

Riska Rahman (The Jakarta Post)
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Jakarta
Tue, November 26, 2019

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Incentives needed to promote sustainable fashion Employees inspect sheets of fabric for school uniforms at a garment factory in Bobojong, Tasikmalaya, West Java. (Antara/Adeng Bustomi)

R

ising awareness about the benefits of a sustainable lifestyle has apparently not been enough to increase demand for sustainable fashion as most consumers are more concerned about the price point of the clothes they buy than where the materials come from.

As the public becomes more aware about the effects of plastics and other pollutants to the environment, more and more people have vowed to turn their lives around by using stainless steel straws, reusable food trays and even looking into buying electric vehicles. However, it seems as if the same kind of awareness has yet to reach the fashion world.

Caroline Siahaan, designer and founder of local clothing line Oline Workrobe, said on Monday that most of her customers did not prioritize the materials of the clothes they wore.

“Many of them are more concerned about the comfort, style and price of the clothes instead of the materials,” she said during a forum with the Indonesian Chamber of Commerce and Industry (Kadin) in Jakarta in September.

This has led to low demand from customers for sustainable fashion products, she added.

Read also: For Indonesian enterprises, green is the new black

FX Afat Adinata, president director of fashion retailer PT Mega Perintis, which manages men’s clothing store Manzone, shared the same views, saying that consumers and producers still lacked awareness about fabrics and how they were sourced.

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