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In China, sustainability is bubbling up

InduQin

Chinese manufacturers are getting a clear message from brand clients: sustainable practices are in demand.


“The transition to sustainability is like a new industrial revolution for the industry,” said Vincent Djen, co-founder of Remakehub. Remakehub is a company that provides recycling solutions for brands and businesses, including Allbirds.


In his view, the first international brands to advocate sustainability have the potential to promote the sustainable development of the entire Chinese manufacturing industry. For example, Allbirds once proposed to a Chinese supplier to use recycled polyester (r-PET) material to produce shoelaces. When the supplier said that this would cost three times the amount of traditional shoelaces, Allbirds accepted this upcharge.


“When a large number of companies promote low-carbon recycling, [the entire fashion industry] will inevitably usher in breakthroughs and innovations in technology and business models,” Djen says.

Sustainability has become a must for Chinese manufacturers to land business. With consumer attitudes and the support of government policies also shifting, Chinese fashion brands are following with their own sustainable practices.


Sustainable development: blowing policy eastward

Djen believes that although the entire industry is still in its infancy with this area, “in the next five years, there will be a concentrated and high-speed development”. Customer demand is a driving force. According to the China Sustainable Fashion Consumer Behaviour Map previously released by Rise Lab, 89 per cent of the respondents expressed their intention to buy sustainable products.

Read More at https://www.voguebusiness.com/consumers/in-china-sustainability-is-bubbling-up

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