Europe’s Role in Upholding Sustainability in Fashion Amid U.S. Deregulation

With Donald Trump again elected to be in the “top position” of power in the United States…we expect sustainability in fashion industry to be pushed backwards for the next 4 years.  What can Europe(and the UK) do in order to maintain the standards? 

1. Setting Global Standards Through the EU Green Deal

• The EU has been a leader in environmental and sustainability efforts, particularly with the European Green Deal, which aims for carbon neutrality by 2050. The EU’s influence extends to its Sustainable Textiles Strategy, which mandates strict requirements on materials, waste, and lifecycle management in the fashion industry.

• Through policies like these, Europe has established itself as a model for sustainable practices. Many global brands follow EU standards to stay competitive in the European market, even if these standards are more stringent than in other regions.

2. Extended Producer Responsibility (EPR)

• Europe has implemented EPR programs that hold companies responsible for the lifecycle of their products, encouraging recycling, waste reduction, and sustainable material use. Countries like France have already adopted EPR for textiles, forcing brands to consider their environmental impact from production through disposal.

• As more EU countries adopt similar policies, brands that wish to operate in Europe will need to align with these standards, thus spreading sustainable practices across the industry, regardless of U.S. deregulation.

3. Mandatory Due Diligence for Environmental and Human Rights

• The EU is moving forward with legislation that requires companies to conduct due diligence on human rights and environmental impact throughout their supply chains. This legislation will cover many fashion companies headquartered or selling in Europe, holding them accountable for sustainable and ethical practices globally, not just within the EU.

• This requirement means that companies working in less-regulated environments (such as the U.S. under potential deregulation) would still need to uphold high standards in sourcing and production if they wish to retain access to the European market.

4. Leading in Circular Fashion and Recycling Initiatives

• Europe is leading in circular economy practices, including initiatives for recycling, upcycling, and garment repair. Programs like the EU Circular Economy Action Plan aim to reduce textile waste and extend product life, with incentives and support for brands that adopt circular practices.

• European brands and retailers could inspire global trends in sustainable fashion by creating demand for recycled materials, secondhand products, and eco-friendly processes.

5. Consumer Awareness and Demand for Sustainability

• European consumers are generally highly conscious of sustainability, driving demand for eco-friendly and ethically produced fashion. Even if the U.S. regulatory environment becomes less strict, European consumer expectations will likely continue pushing brands to prioritize sustainability to meet this market demand.

6. Innovating Sustainable Materials and Technologies

• The EU has invested heavily in research and development for sustainable materials and textile innovations, such as plant-based fabrics, biodegradable textiles, and low-impact dyes. European funding and support for sustainable technology can benefit the global fashion industry by making sustainable options more accessible, scalable, and affordable.

7. Global Influence and Industry Partnerships

• As a leader in sustainability policy, the EU has significant global influence and collaborates with international organizations and governments on climate and sustainability goals. This can help to set global expectations that companies, including those in deregulated markets, might adopt to stay competitive internationally.

In summary, Europe’s leadership on sustainability and strict regulations can counterbalance potential deregulation in the U.S., driving global brands to maintain high environmental and ethical standards. The EU’s policies, consumer expectations, and support for innovation set a model for the fashion industry worldwide, potentially encouraging sustainable practices even if the regulatory environment in the U.S. shifts toward deregulation.