Sustainable Fashion in China
Author: Alexander Chipman Koty
The Chinese government is taking steps to reduce waste and pollution in the country, while promoting green business practices across industries. Most notably, the Chinese government pledged to hit peak carbon emissions before 2030 and become carbon neutral before 2060. According to a survey conducted by the market research firm Daxue Consulting, 77 percent of surveyed Chinese consumers are willing to pay a premium of 5-20 percent for sustainable fashion products, indicating growing awareness of the importance of sustainability. China’s most prominent sustainable fashion brands, such as Icicle, Klee Klee, Krop, and Ziran, largely cater to a higher-end market. Other companies, like Bastine, focus on sustainable textile production. Some foreign brands specializing in sustainable fashion have entered the Chinese market, such as Everlane and Allbirds, to mixed success. Although sustainable fashion is currently a high-end market in China, there is potential for it to go mainstream, as Chinese consumers display some underlying behaviors that support sustainable fashion.