Outerwear serves as a crucial component of our wardrobe, providing protection from the elements while reflecting our personal style. For years, the industry has expanded rapidly due to fast fashion and excessive consumption, a trend heavily promoted by stakeholders such as brands and retailers. Now, the outerwear sector confronts substantial sustainability challenges. The industry, having influenced consumer behaviour towards unsustainable practices, finds itself at a critical juncture. It must now encourage more responsible consumption and adopt sustainable practices to address these challenges effectively.

The concept of sufficiency within the context of outerwear highlights its potential to drive positive change by promoting durability, versatility, and mindful consumption. By prioritising quality over quantity and embracing sustainable production practices, sufficiency offers a path toward a more resilient, ethical, and environmentally conscious outerwear industry.

In contrast, current consumer trends heavily favour fast fashion, significantly impacting outerwear production and increasing turnovers. To counter this, a shift towards sustainable consumption that emphasizes quality and longevity is essential. Educating consumers about the benefits of durable outerwear and supporting repair and reuse programs can promote more deliberate and eco-friendly buying behaviours.

By prioritising quality workmanship in the production process, brands can ensure the longevity of their outerwear, build trust, and garner support within the community. By collaborating with their partners in production, brands can foster positive change and promote a more sustainable future. However, this calls for a significant change in existing values; brands must move from prioritising short-term profits to committing to long term sustainability and ethical practices. This essential shift in values is crucial for leading the industry towards more responsible and environmentally conscious operations.