London Fashion Week (LFW) is setting a new standard for the UK fashion industry by adopting Copenhagen Fashion Week’s Sustainability Requirements. This move signals a major shift, requiring brands to formalise their Environmental, Social and Governance (ESG) strategies. The British Fashion Council (BFC) will pilot these requirements in 2025 through its NewGen scheme, with full implementation expected by January 2026.
These changes are set to challenge fashion brands, but they also present an opportunity for forward-thinking companies to stand out. By meeting the new sustainability standards, brands can demonstrate their commitment to ethical clothing and UK sustainable fashion.
What is Sustainability in Fashion?
If you’re wondering, “What is Sustainable Fashion?” the answer is quite simple—it’s about making clothing in a way that prioritises the planet and people while maintaining high-quality design and durability. It refers to the efforts made by brands and designers to reduce environmental and social impacts throughout the production process, including using eco-friendly materials, reducing waste and ensuring fair working conditions. Sustainable fashion brands also make themselves responsible for recycling production waste, samples, unsold products and deadstock.
By adopting sustainable practices, fashion brands can play a crucial role in reducing the industry’s overall footprint. This shift towards sustainability is becoming more important as consumers demand more ethical and environmentally friendly clothing choices.
Fashion, We Have a Waste Problem
The fashion industry generates enormous waste, with over 80% of textiles discarded each year, often ending up in landfills or incinerators. Under the new LFW guidelines, brands must ensure that unsold clothes and samples are not destroyed but instead repurposed or recycled. Additionally, at least 60% of a collection must be certified, or made from preferred materials or deadstock fabric, reinforcing the shift towards circular fashion principles.
How Avena Supports Fashion’s Sustainability Goals
For brands looking to align with these new standards, Avena’s SECUREBRAND® textile and garment recycling service provides a seamless solution. The SECUREBRAND process ensures a ‘zero waste to landfill’ approach, helping brands responsibly recycle unsold clothing, samples, leftover materials and deadstock fabric through a three-stage sorting process:
- High-quality fibres are re-spun into yarn for new fabrics.
- Secondary-quality fibres are transformed into padding materials for insulation and upholstery.
- Residual materials that cannot be repurposed are used to generate green energy.
By implementing SECUREBRAND, fashion brands can easily meet LFW’s sustainability criteria while reinforcing their ESG commitments.
Why Fashion Sustainability Matters More Than Ever
With growing consumer demand for ethical clothing and sustainable fashion, brands that fail to embrace sustainability risk falling behind. Ethical production practices not only reduce environmental impact but also enhance brand reputation and customer loyalty. London’s designers, known for their innovation, now have a chance to lead the global fashion industry towards a more sustainable future.
Avena: The Sustainable Fashion Solutions Specialists
Fashion brands looking to meet London Fashion Week’s new sustainability requirements can rely on Avena’s SECUREBRAND service. Contact us today to learn how we can help you achieve your sustainability goals and be part of the movement towards ethical, sustainable fashion.
Other Helpful Sources
The British Fashion Council’s Institute of Positive Fashion is a key driver in promoting sustainability within the industry, ensuring that brands adhere to responsible practices that minimise environmental impact.
The Green Claims Code provides guidance on how UK businesses should communicate their sustainability efforts transparently, helping consumers make informed decisions.
Useful Links:
- London Fashion Week
- British Fashion Council
- BFC NewGen scheme
- Copenhagen Fashion Week
- CFW Sustainability Requirements
- Institute of Positive Fashion
- Green Claims Code
Interesting in learning more about our services? Speak to one of our experts today.
Looking for a quick quote for secure destruction & recycling? Get a quote today.
