Environmentally Safe Fashion

By Lola Salome

The world of environmentally safe fashion is one of the most pressing issues today, especially among millennials and Gen Z. The consequences of fast fashion on the environment are becoming more and more visible, and as a result, shoppers are making changes in the way they shop,  from whom, and even how often.  This phenomenon can no longer be  ignored, as 1.2 billion tons of greenhouse gasses are emitted due to the fashion industry.

Scary, isn’t it? With shoppers catching on to the damaging effects of fast fashion, environmentally safe brands are taking the world a storm, and Selectika is joining in. Being a leading figure in today’s world of visual AI and personalized eCommerce, Selectika plays a  role in minimizing emissions.

Fast  fashion is one  of the leading causes of the excessive greenhouse gas emissions, textile production is one of the most polluting industries, producing 1.2 billion tonnes of CO2 equivalent (CO2e) per year, and on top of that transport the garment to its destined buyer and sometimes we even return it. But Selectika is succeeding in making the process more efficient in both time and impact. Selectika’s up to date technology, focuses on personalized algorithms that accurately match shoppers to their exact size and preferences.

Selectika’s technology collects personal data and is able to recognize shoppers’ specific interests. Data points such as; general fit, waistline, and fabric composition, are all taken into consideration. Selectika’s technology can even predict if and how an item of clothing will fit the shopper- and this applies to all articles of clothing.

So why does this matter? Selectika has been matching customers to their preferences and exact sizes with 95% accuracy. This means that 95% of customers were satisfied with the size and the article of clothing selected, and did not need to make any returns. Minimizing returns is a  way to start reducing associated environmental effects.

If Selectika can use their technology to cut down the amount of worldwide clothing shipments, by reducing returns, what else can we do?For example, we order all of our shopping in one store, or choose collective shipment, recycle textile, and prefer eco- friendly brands. We have a long way to go, maybe we can even slow down, the fast fashion.