In our century it seems important to be in trend and change your clothes every season. Especially when you are a fashion-blogger and post regularly on Instagram! Sadly, the greatest majority of people do not realize the negative effect, which they make for the environment by buying three pieces of clothing from fast fashion company for the same price as one piece that is from an ethical brand.
Kate Fletcher is a person, who created the term of “slow fashion” almost 10 years ago. She made a contradistinction between “slow fashion” and “fast fashion”. CSF Professor Kate Fletcher tried to make big discussions around sustainability and fashion world. There are few books by Kate Fletcher on this topic and they are certainly worth to read. She gave some ideas for making “fast fashion” slowdown because the trend on “fast fashion” was marked already in the 1980’s.
At the present time, this issue started to be more discussed. A recent study by the Ellen McArthur Foundation showed that one garbage of textiles is wasted every second. Besides, the Copenhagen Fashion Summit announced that fashion is responsible for 92 million tons of waste dumped in landfills each year. Additionally, we should keep in mind that almost 100,000 marine animals are killed each year by plastic waste.
How can you help?
First of all, start from yourself. Buy less, but choose well. It is undoubtedly better to buy fewer clothes with good quality, which you could wear for a longer time period. A full bag of clothes from the cheaper brand will lose a nice marketable condition in a few weeks.
Secondly, try to sort out the clothes from the wardrobe from time to time. Frequently there is stuff, which you do not wear anymore – you can sell it to second-hand stores, give to charity shops or Orphanage. It would be also wonderful to exchange clothes with your best friends.
The third way is to recycle. You can always check on the internet or ask your acquaintances if there are places, where you can recycle your clothes. It will not take much time but may have some impact on the future of our planet.
Ethical brands – what is it?
Eco fashion became well-known in the late 1980’s and early 1990’s because of the companies such as Patagonia or ESPRIT. The work of these companies affected a whole movement in fashion and sustainability. Both companies comprised organic cotton, recycled wool, naturally processed and colored wool. Patagonia made a commitment to recycled polyester in 1992 and organic cotton in 1996. Excluding these two brands, there are many others which make good clothes as well. For instance, ALYX Visual, Organic Threads, Nudie Jeans, Apolis, EDUN, People Tree (Emma Watson has been a fan for years), Monsoon, etc.
Possibly, it is a privilege to be able to cut down on fast fashion. Perhaps, it is not for everyone. However, we should rethink our fast-fashion habit – we cant continue to make indeliberate choices for clothes, which are bad for the environment. Consume with open eyes before you purchase!
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