INTELLECTUAL PROPERTY IN SUSTAINABLE TEXTILE INDUSTRY: NAVIGATING, INNOVATION, BRANDING, AND ETHICS IN SUSTAINABLE FASHION

ABSTRACT Over the past couple of years, the fashion industry has experienced a massive shift as consumers have become more sensitive to the issue of sustainability. Corresponding to this drastic change in the fashion or textile industry, a high concern is placed on the environment friendly business as far as the source material, production and supply chain is concerned. In this regard, Intellectual property rights (IPR) can be critical in shaping the journey of the sustainable textile and fashion industry. The paper will focus on the close association of Intellectual property rights with the sustainable textile industry and how these laws promote innovation, branding and ethical aspects in the industry. This paper will address how patents safeguard innovative materials and processes using eco-friendly solutions to ensure the most innovative approaches to sustainability are getting the accolades and compensation. Also, trademarks are a powerful tool that contributes to positioning sustainable fashion brands in the massively developed market to position themselves in a favourable position through the commitment to social and environmental sustainability. However, there are some difficulties with combining IPR and sustainable fashion. Counterfeited information constantly jeopardises the integrity of a sustainable fashion or textile brand and under-deceives the consumer. In addition to the evil of greenwashing or companies posing as environmentally friendly when they may not be, the importance of IP protection and consumer protection shines through. Finally, the paper will attempt to chart a way between fad and strategic aptness and antidotes of ethical responsibility by resorting to case studies, legal discussion, and industry knowledge. This cross can lead to a more sustainable and fairer future for the fashion industry. Keywords – Intellectual Property, Sustainable fashion, Textile industry, Consumer, sustainability, Eco-Friendly.