Sustainability in the fashion industry is a multifaceted issue, especially for brands like Cider that are part of the fast-fashion ecosystem. While Cider’s small-batch production model and emphasis on trendy, versatile pieces are steps toward addressing overproduction, they don’t necessarily address the broader environmental and ethical concerns that persist in the industry.
On the surface, Cider’s business model seems to align with sustainable practices. By producing clothing in smaller quantities, the company helps mitigate one of the most significant problems in fast fashion: overproduction. In theory, producing fewer items reduces the risk of unsold inventory, ultimately leading to less waste. Moreover, Cider’s marketing promotes trendy pieces designed to be versatile and worn multiple times, subtly encouraging consumers to buy with more intention and consume fashion at a slower pace—an indirect push against the throwaway culture that fast fashion often fosters.
Cider's strategy of producing clothing in smaller quantities does help reduce the volume of unsold goods, a significant source of waste in fast fashion. However, as Brightly points out, this practice alone doesn’t solve the core environmental challenges of the industry, such as the carbon footprint of rapid manufacturing and the use of cheap, often non-recyclable materials (Holland). Unlike truly sustainable fashion brands that prioritize eco-friendly fibers like organic cotton or recycled polyester, Cider still relies heavily on conventional materials that are not as environmentally friendly. As with most fast-fashion brands, the company’s reliance on low-cost, high-turnover models means that while there may be less waste in terms of unsold inventory, the environmental cost of manufacturing—especially in terms of water use, chemical pollution, and carbon emissions—remains significant.
Material Sourcing:
Cider’s commitment to sustainability is ambiguous when it comes to material sourcing. While the brand promotes reducing overstock and waste, as noted by Greenhive, it’s unclear whether the fabrics used in production are sourced from sustainable or renewable sources. The fast-fashion model typically prioritizes cost-efficiency, which often results in the use of synthetic fibers that contribute to microplastic pollution in oceans and landfills. Brands like Patagonia or Everlane, on the other hand, have set a higher bar by focusing on transparency in their material sourcing and environmental impact reduction. As Greenhive notes, true sustainability in fashion involves not only small-batch production but also ensuring that the materials used in the products themselves contribute to a reduced environmental footprint (Greenhive).
Another key element in Cider’s sustainability efforts—or lack thereof—is the transparency of its labor practices. Unlike some brands that have made strides in disclosing factory conditions and worker wages, Cider has yet to fully reveal this information, raising concerns about labor exploitation. According to STN Digital, fast fashion brands often face scrutiny for poor working conditions in factories, particularly in countries with weaker labor laws. Without full transparency, Cider’s claims of sustainability are weakened, as ethical labor practices are a critical component of overall sustainability in the fashion industry (STN Digital).
As consumer awareness of environmental and ethical issues grows, so does the skepticism surrounding “greenwashing.” This term refers to the practice of brands making superficial or misleading claims about their sustainability efforts without implementing real change. With terms like "sustainably sourced" or "eco-friendly" being used more frequently by fast-fashion companies, the challenge for Cider is to differentiate between genuine efforts and marketing rhetoric. Brightlywarns that without clear, verifiable data to back up its claims, Cider risks being viewed as just another brand trying to capitalize on the growing demand for sustainable products without making meaningful changes to its core business model (Holland).
Many other fast-fashion brands, such as Shein and Zara, face similar criticisms. While they may introduce small-scale sustainability initiatives, their overall practices still hinge on low-cost, high-volume production, making it difficult to substantiate true sustainability. This places a burden on Cider to either validate its claims with verifiable data or risk being lumped in with the broader category of companies accused of greenwashing.
Consumer Expectations and Trust:
To overcome the risk of being seen as greenwashing, Cider must adopt practices that are not only environmentally responsible but also transparent and traceable. One potential path forward is for Cider to invest in certifications or third-party audits that verify its sustainability claims. Initiatives like the Global Organic Textile Standard (GOTS) or Fair Tradecertification could provide consumers with the assurance that the brand’s efforts are not just surface-level. Greenhivefurther emphasizes the importance of building consumer trust through transparency, noting that Gen Z, a key demographic for Cider, is particularly focused on brands that take responsibility for both their environmental impact and labor conditions (Greenhive).
Cider’s sustainability efforts focus on reducing waste and improving environmental impact. They claim to use small-batch production to prevent overstock and minimize environmental harm. The brand emphasizes eco-conscious initiatives, including the use of sustainable fabrics and reducing water usage. However, the company acknowledges there is more to be done in terms of improving sustainability practices, particularly around production cycles and materials.
The lack of transparency is where the challenge lies for Cider. As consumers become more discerning and aware of greenwashing, simply touting sustainability claims is no longer enough. Brands need to demonstrate meaningful and measurable changes to their production processes, material sourcing, and overall business practices. For Cider to truly lead in sustainability, it needs to go beyond small-batch production and marketing claims. The brand must address the full scope of environmental and ethical challenges, from using eco-friendly materials and improving labor conditions to enhancing transparency about its practices. If Cider can successfully demonstrate that its sustainability efforts are not just marketing strategies but genuine commitments to reducing environmental harm, it could set a powerful example for the fast-fashion industry.
Can Cider truly achieve sustainability within the confines of the fast-fashion model, or is this just another example of greenwashing?
Sources
Holland, Brittany. "Is Cider Fast Fashion? A Deep Dive into the Trendy Brand." Brightly, www.brightly.eco/is-cider-fast-fashion/. Accessed 9 Dec. 2024.
"Is Cider Fast Fashion?" Greenhive, www.greenhive.io/blog/is-cider-fast-fashion. Accessed 9 Dec. 2024.
"Do’s and Don’ts to Reach Gen Z on Social Media + Examples." STN Digital, 2024 www.stndigital.com. Accessed 9 Dec. 2024.
Cider. "Sustainability." Cider, www.shopcider.com/sustainability. Accessed 9 Dec. 2024.
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