The Eco-Rodeo

The West is riding back into fashion over 50 years later. Styles that once defined the fashion industry in the 60s and 70s are making their way around the world once again. But now, in the twenty-first century, we have something that the styles of the past lacked: sustainability. Western style changed the future of the fashion industry. Not only did it redefine the way that many designers approached their collections, but it also led them to question their sustainability practices. From unnecessarily wasteful amounts of carbon emissions to animal cruelty practices, companies were not putting the natural world first. With change in mind, sustainability was slowly factored into the conversation surrounding clothing production. As a result, innovative approaches have been introduced to the production of Western fashion.

Now that Western wear has made a resurgence, brands are ready to take on the market with the environment in mind, and some companies have even centered their purpose around this cause. The sustainable fashion industry is expected to double in value by 2030, making it worth USD 15 billion. Its growth rate is 8.3% as of 2024 but is expected to rise substantially to 9.7% by 2030. Many of the trends associated with Western fashion have been modified to cater to an environmentally conscious audience, so when shopping Western this season, there are a multitude of ways to craft a sustainable cowboy closet. 

Whether shopping for the streets of New York or the stables of the ranch, Fur is a classic Western staple. For years, fur was purchased as an authentic source straight from the animal. It is one of the clothing pieces that transcends the 60s and goes back generations across a span of different cultures; however, many shoppers don’t feel comfortable wearing real fur. Alongside concerns about animal cruelty, new forms of fur production also aim to lower carbon emissions. From hemp fur to flax, there are many ways that plant fur can be created. One company paving the way for plant-based furs is Stella McCartney, which uses a 100% natural, plant-based material brand called Savian. Stella McCartney has always committed to using faux animal furs, and with their more recent collections, Savian has upped its sustainability game. Savian is plant-based, biodegradable, GMO-free, and vegan, reducing carbon emissions by 40%-90% compared to the normal fur production sequence. Not only is plant-based fur less wasteful to produce, but it steers the fur industry away from animal materials.

For any cowboy riding across the Wild West or any fashion consumer in 2025, suede has the power to define an outfit. Suede jackets, boots, and clothes alike have been regarded as iconic elements of Western fashion. One of the key advancements in this classic light, yet durable material is the refinement of the tanning process that suede undergoes. As a replacement for using chemicals that harm our waterways, many companies are coming up with sustainable alternatives. Various eco-suedes are vegan and made from recycled plastics. When shopping for suede, the eco-friendly approach is to look for brands using completely plant-based fiber to avoid microfibers that won’t degrade. In the eco-suede market, many new and innovative types of suede are being produced every year. A new kind of suede has recently been invented using mushrooms; mushroom suede is made from a part of the mushroom called mycelium and is slowly making its way into the market. These innovative new materials are bringing a beloved Western piece back in a sustainable fashion. 

While a suede jacket is reminiscent of cowboy styles, a denim jacket represents the transition from Western wear to everyday wear. Denim is a versatile staple that can be incorporated seamlessly into any outfit. Many brands have altered their denim production to reduce their water and carbon emissions. One of the largest movements in sustainable clothing is the effort to use recycled materials in denim-ware. In 2019, a project called The Jeans Redesign saw a problem with denim waste and set out to collaborate across the industry for a solution. The Jeans Redesign brought 50 different brands together on a circular economy of denim– like Berksha, Gap, Levi Strauss and Co., Reformation, and Wrangler. The project challenged these companies to consider their production choices from a sustainable perspective, and a third of the brands ended up investing a total of USD 39 million in company sustainability movements. 

When shopping for a Western-style outfit, there are so many ways to make eco-friendly choices. When in doubt, thrifting vintage clothes is always the best solution, as it gives a piece of clothing a new life. Vintage clothing brings an added layer of authenticity to any outfit. Western clothes are designed to be durable and meant to be worn time and time again, but for a fresh addition to your wardrobe, consider exploring the sustainable production methods many brands are using to craft these iconic styles.