It is not a brand synonymous with style, but WWF in Finland, a branch of the world’s biggest conservation group, is teaming up with the Nordic Fashion Week Organisation in a project that aims to produce a truly sustainable clothing range.

Those behind the project, codenamed “The New Normal” say a new way of producing textiles will become a necessity as global demand for clothing increases with population growth.

“Currently, cotton production requires substantial amounts of water, chemicals, energy and land – while global natural resources dwindle in the warming climate,” says WWF Finland’s Miiju Sirviö. “Fossil fuels cannot be spun into polyester or other synthetic fabrics for ever, either. Yet, much clothing is discarded before the end of its life span and ends up in landfill sites. This project vows to drastically improve the ecological footprint of garments by encouraging and promoting tangible solutions.”

The clothes for The New Normal project will use a highly durable material recycled from textile waste by a Finnish company called Infinited Fiber. The prototype of the collection will be shown at the Helsinki Fashion Week in July.

Tom Cridland’s unique selling point is the 30-year guarantee he attaches to his T-shirts, jackets and trousers.

It is not just the energy-intensive process of making the garments, the reality is that most of the clothes we wear end up in landfill. According to a recent Greenpeace report, the average European consumer now buys 60% more clothing items a year and keeps them for half as long as 15 years ago.

Synthetic fibres are one of the biggest problems. Manufacturing polyester, for example, which is already present in 60% of clothing, produces almost three times more carbon dioxide than organic cotton, and it can take decades to degrade – as well as polluting marine environments with plastic microfibres. And around 21 million tons of polyester was used in clothing last year, up 157% from 2000.

“Cheap fast fashion is a huge obstacle to a more sustainable industry,” says Tom Cridland, who started his own green fashion brand three years ago with a £6,000 government startup loan. “Theoretically, a 100% sustainable fashion collection is not impossible but we need more brands to promote buying less but buying better.”

Cridland’s unique selling point is the 30-year guarantee he attaches to his T-shirts, jackets and trousers. The notion that we can buy an item of clothing and keep it for much longer is taking off, he says, with sales now over £1m a year.

Karinna Nobbs, a lecturer at London College of Fashion, thinks WWF’ Finland’s involvement could make some difference, but ultimately sustainable fashion needs big-name front-runners to make it more of an industry norm.

“If that doesn’t happen, I think we’re truly in danger of ruining the planet,” she says.

Some big-name designers are already putting sustainability at the forefront of their brands. At a recent speech on sustainability at London College of Fashion Stella McCartney declared that her industry was “getting away with murder” yet even her latest collection is only 53% sustainable.

One of the key barriers to consumer take-up is that the expense involved in turning every part of the life cycle of a garment green means the cost of sustainable clothing is out of the reach of most. Current prices at the online fashion community, AwayToMars, for example, range from £50 for a T-shirt to £390 for a wool jacket. Cridland’s signature 30-year jacket costs £190 while a T-shirt is £35.

Of course Cridland and the sustainable fashion movement argue that you end up spending more in the long term with a fast-fashion route, but others say that is part of the attraction – the ability to buy clothes and discard them when fashions or fancies change.

Fashion lecturer Nobbs believes the industry is close to a tipping point. “Prices will normalise – they will have to as more brands get involved in sustainable clothing,” she says.