E.U. proposes new rules to tackle 'fast fashion'

The E.U. says consumption of textiles represents the fourth-highest negative impact on the environment and climate change.

The E.U. Commission says the trend of 'fast fashion' is contributing to 'unsustainable patterns of overproduction and overconsumption'.

The European Commission unveiled on March 30 a proposal to boost the sustainability of consumer products such as smartphones, clothing and furniture. The plan reflects the E.U. executive's efforts to advance the bloc's so-called "circular economy" and promote consumer goods that are more sustainable, longer-lasting and easier to repair and recycle.

"We want sustainable products to become the norm on the European market," said E.U. commissioner responsible for the environment, Frans Timmermans, announcing the proposal in a press conference. Under the plan, goods sold in the E.U. would be developed on a sustainability scale that demonstrates the products' environmental impact, their durability and how easy they are to be repaired. It mirrors the bloc's current efficiency rating system for electrical appliances, which uses an A to G label to help consumers choose less energy-intensive products.

Going after 'fast fashion'

In particular, the E.U. executive branch has its sights on sustainability in textiles, which it sees as an industry worthy of scrutiny. The proposal would introduce labeling on clothes, telling consumers how easily recyclable and environmentally friendly they are. "The consumption of textiles, most of which are imported, now accounts on average for the fourth-highest negative impact on the environment and on climate change and third-highest for water and land use from a global life cycle perspective," the Commission's proposal document read.

Clothing comprises 81 per cent of E.U. textile consumption. The E.U. Commission said trends of using garments for shorter periods before throwing them away was contributing to "unsustainable patterns of overproduction and overconsumption." The trend, which is known as "fast fashion" has been "enticing consumers to keep on buying clothing of inferior quality and lower price, produced rapidly in response to the latest trends," the Commission said. "It's time to end the model of 'take, make, break, and throw away' that is so harmful to our planet, our health and our economy," Timmermans added.

Construction sector also targeted

Aside from clothing and smartphones, the Commission is also going after the construction business. It highlighted that buildings alone accounted for around 50 per cent of resource extraction and consumption and more than 30 per cent of the E.U.'s total waste generated per year. "In addition, buildings are responsible for 40 per cent of E.U.'s energy consumption and 36 per cent of energy-related greenhouse gas emissions," the statement read. "New product requirements will ensure that the design and manufacture of construction products is based on state of the art to make these more durable, repairable, recyclable, easier to re-manufacture," it added.

All 27 E.U. members and the European Parliament are expected to scrutinize the proposal, prior to it becoming law. The plans would likely face resistance and lobbying from industries that have been promoting products with shorter lifespans.

jcg/nm (dpa, AFP, Reuters)