Balancing the Challenges of Sustainability and Market Growth in Functional Clothing

Consumer CompactSoftlines10 Oct 2024

Functional apparel is a critical growth area within the fashion industry, with a market predicted to almost double by 2030.¹ In an era where sustainability is a priority for consumers, governments and industry, the question arises: How can this booming sector meet the challenge of becoming environmentally friendly while sustaining its rapid growth?

Defining functional wear

Functional wear encompasses clothing designed to perform across various conditions and settings. It blurs the lines between garments traditionally reserved for specialized activities, such as sports, heavy industry and military use, and those worn casually in everyday life.

Historically, clothing was categorized by function. Distinct boundaries existed between formal office attire (fitted, layered, woven, non-stretch) and the comfort of leisurewear (knits, looser fitting or tight fitting with stretch fibers). However, working from home, relaxed dress codes and casual Fridays have become the norm with many employers. In addition, clothing must be capable of transitioning seamlessly between the professional setting and sports or leisure activities at the end of the working day.

This shift reflects changing consumer and employer priorities. Health, wellness, performance and self-expression are prioritized by consumers in and outside the workplace when making clothing choices. Simultaneously, Millennials and Generation Z are fueling demand for outdoor wear through their embrace of ‘experience-driven’ adventure tourism. They require multifunctional apparel for an interconnected lifestyle that no longer adheres to the traditional work, sport and leisure compartments.

Aesthetics alone are no longer sufficient to attract brand loyalty. Consumers seek garments that offer durability, safety, performance enhancement, and can be used in multiple settings, especially in sportswear and outdoor apparel. Wellness-focused clothing must deliver comfort, functionality and support physical activity.

The sustainability imperative

Beyond the demand for multifunctional clothing, sustainability has become a pivotal driver in the market. The traditional linear ‘take, make, dispose’ model is increasingly untenable due to its excessive resource consumption and environmental impact.

In developed countries, fashion garments may only be worn seven to ten times before being discarded.² This contributes to a staggering amount of textile waste – equivalent to a "rubbish truck load" of clothing being incinerated or landfilled every second, according to the Ellen MacArthur Foundation.³

Moreover, concerns over chemical use in textiles, apparel, leather goods and footwear manufacturing are growing, resulting in a rapidly changing global regulatory landscape.

Consumers are also now more aware of the safety and sustainability of the products they buy, prompting more manufacturers to find new raw materials, introduce enhanced testing procedures and adopt marketing techniques, such as ecolabels, to educate shoppers. However, the rise of greenwashing allegations has made consumers wary. Trust in marketing now hinges on brand credibility, the claims being made, and the organizations verifying them.

Durability and chemical management

True sustainability in functional apparel can only be achieved when products are manufactured in circular supply chains, reduce harmful chemical use/disposal, and which are designed from concept to extend the lifespan of materials and have a plan for reuse or repair. The goal for all manufacturers should be to minimize harmful inputs and waste while maximizing product durability. Achieving this balance not only supports the United Nations' Sustainable Development Goals but also provides a competitive advantage in markets where sustainability, durability and recyclability are key drivers.

Overcoming challenges to sustainability

Manufacturers face numerous challenges in their quest for sustainability, including a lack of strategic direction, complex supply chains that lack transparency in all tiers, the difficulties of global traceability, management of significant amounts of data and certifications, insufficient organizational capabilities, and the need for effective digital assessment tools. Additionally, navigating a dynamic market with shifting legislation and increasingly demanding consumers adds to the complexity.

To address these challenges and deliver durable products with a reduced chemical footprint, manufacturers should:

Conduct gap analysis to define objectives, map supply chains, identify opportunities for improvement and develop a strategic plan
Have clear direction and goals with set timelines to achieve milestones that are communicated internally and externally to customers
Implement best practices through training (supply chain and customer) and testing to ensure environmental and safety compliance
Optimize processes and data analytics to enhance product quality while reducing environmental impact
Maintain rigorous quality assurance to build consumer confidence and ensure compliance with environmental, safety and legal requirements

SGS solutions

Our global team of multidisciplinary professionals and state-of-the-art softlines laboratories offer a comprehensive range of physical, chemical and functional testing services for components, materials and finished products to validate claims and performance as well as lower the risk of greenwashing through solid substantiation.

Our solutions for functional clothing cover the entire spectrum of testing services, ensuring garments in the sports, outdoor and wellness sectors meet necessary standards and emerging regulations. Depending on the garment’s requirements, products can be assessed for properties such as insulation, protection, breathability, wicking, easy care, abrasion resistance, four-way stretch, moisture management and odor control.

By partnering with SGS, manufacturers can achieve their durability and chemical management goals, leading to increased customer satisfaction, brand loyalty, a reduced environmental footprint, and enhanced market position while making a meaningful contribution to the circular economy.

Download our Performance Advancements leaflet and Chemical Sustainability Solutions leaflet.

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