The impact of climate change on our lives is not limited to changes in the weather. This year, South Korea experienced its longest and hottest summer on record, with the number of heatwave days reaching 30.1 days by September 2024—nearly three times the average of 11.0 days, and second only to the record set in 2018 at 31.0 days—emphasizing the growing intensity of climate change. As summers grow longer and hotter, people’s fashion preferences are also undergoing significant shifts. In this article, we explore how these changes are affecting fabric choices and design preferences, and how the fashion industry is responding.
Changing Fabric Preferences as Summers Lengthen
With longer and hotter summers, people are increasingly favoring lightweight, breathable clothing. For example, natural fibers like linen and organic cotton have grown in popularity. These materials are well-ventilated and cause minimal skin irritation, making them comfortable even in hot weather. According to recent market research, sales of linen products have increased by an average of over 15% in the past few years, with a particularly sharp rise in summer demand. For example, brands like Columbia's Omni-Freeze line have gained popularity by using materials that help cool the body, making them particularly appealing for outdoor activities in hot climates. Similarly, Uniqlo's AIRism line features breathable materials that are popular for their lightweight, cooling effects, making them ideal for extended summer conditions. These materials are also attracting attention from environmentally conscious consumers due to their eco-friendly nature.
Rise in Practical Design Popularity
There have also been shifts in design preferences. Rather than complex, ornate designs, simpler and more practical styles are gaining popularity. This choice allows for greater comfort during long, hot summers. Loose silhouettes, such as oversized shirts and wide-leg pants, are prime examples. These styles provide freedom of movement and help reduce discomfort from sweating, making them particularly suitable for hot weather. Data from one fashion brand indicates that sales of oversized T-shirts have increased by over 20% compared to the previous year.
The Fashion Industry’s Eco-Friendly Response
The fashion industry is making various efforts to adapt to these trends. This includes using eco-friendly, breathable fabrics and developing lighter, more comfortable designs. On a global scale, the fashion industry is striving to reduce greenhouse gas emissions to address climate change. According to a recent report, the fashion industry emitted approximately 2.1 billion tons of greenhouse gases in 2018, accounting for 4% of the world's total emissions. Notably, 70% of these emissions come from raw material production and processing, prompting the industry to adopt renewable energy and enhance process efficiency to reduce emissions.
Towards a Sustainable Fashion Ecosystem
Climate change is transforming not only our fashion choices but also demands increased action and attention from both consumers and the fashion industry. This evolving dynamic between consumer preferences and brand responses calls for ongoing commitment and adaptation, fostering a more interactive and sustainable fashion ecosystem. As consumer demand shifts toward eco-conscious options, brands are driven to respond proactively, resulting in a continuous cycle of influence and development that fuels both innovation and sustainability.
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References:
McKinsey & Company. Fashion on Climate: How the Fashion Industry Can Urgently Act to Reduce its Greenhouse Gas Emissions. https://www.mckinsey.com/~/media/mckinsey/industries/retail/our%20insights/fashion%20on%20climate/fashion-on-climate-full-report.pdf
Imperial College London. Fashion Forward: How Climate Change is Shaping the Future of Fashion. https://www.imperial.ac.uk/stories/fashion-forward/
World Resources Institute. The Apparel Industry's Environmental Impact in 6 Graphics. https://www.wri.org/insights/apparel-industrys-environmental-impact-6-graphics
Cornell University. Climate Change Threatens the Fashion Industry. https://news.cornell.edu/stories/2023/09/climate-change-threatens-fashion-industry
Newsis. 올여름 기록적 폭염, 열대야 역대 최다 기록. https://www.newsis.com/view/NISX20241007_00029114
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