Do you know how sustainable your favorite apparel brand is? You might want to try the app ‘Good on You’, which allows the customers to find out the ethical level of their favorite brand. The app has attracted attention because world-wide known Emma Watson has been advocating opinions on environmental issues in the industry and became the image of the app.
As of June 2020, Watson was appointed to the Broad of Directors of Kering. She has been working with luxury brands such as Gucci and Yves Saint Laurent in order to help promote sustainable future. Kering announced that it will launch ‘Kering for Nature Fund’ to promote environmentally friendly agriculture. The fund will support approximately 1 million hectors of agriculture land around the world as an environmentally friendly project.
The fund plans to change the way raw materials are produced for fashion products, accelerating the gradual transition to farming that works in harmony with ecosystem. Among readers there might be those who might find it hard to see the connection between fashion and agriculture. Hyundai has become one of those places. We need to remember that cotton, hemp, wool, leather, and other derived material are made with help of agriculture.
What type of agriculture is Kerming aiming for? What is environmentally friendly agriculture? Might be easier to think from the worst case scenario. Unfriendly agriculture. The type that destroys the environment, uses large amount of chemical fertilizers and pesticides, harms the health of anyone who is engaged, causes pollution and produces a large amount of CO2 in the process of producing crops. Now that the image of unfriendly agriculture is clearer, it is easy to imagine environmentally friendly agriculture – zero pesticides, zero chemical fertilizers, enriches the soil, fixes CO2 and others.
Kerming for Nature fund will emphasize on a biological diversity to achieve three main goals by the year 2025. Those three main goals include:
- Regeneration and protection of land, which is about six times the land area required for the entire supply chain.
- Conversion of 1 million hectares of farmland to environmentally friendly agriculture.
- Protect 1 million hectares through programs that help conserve biodiversity, capture and sequester carbon, and improve habitat.
Chief Sustainability Officer of Kerming, Marie Claire Davou said that companies play a very important role in the transition to a ‘Nature Positive Economy’. With the production of apps like ‘Good on You’, consumers are currently looking deeply into at the ethical level of the brand and thing thoughtfully before purchasing.
However, the reality is that the number of ethical companies is very low, but slowly companies are announcing their goals and keep consumers on the edge of their seat waiting for the next announcement.