The Devil Wears "Fast Fashion" (Part 1)
Introduction
Let’s start simply. Fast fashion is killing the planet. According to the UN, the fashion industry is responsible for around 10% of global emissions, generating more CO2 than aviation and shipping combined (Earth.org) – statements some of you will find as groundbreaking as florals in spring. (No, seriously). But it’s not good enough to know that fast fashion is not our friend – you need to be asking about what you can do to help.
Sustainability is a concept that is hugely misunderstood, and I want to break down these misconceptions to benefit your understanding. Although to an extent, it should be the responsibility of the big industry players to change their ways - it’s equally as important for the consumer (i.e. you!) to educate yourself.
The verb, not the noun
It's not always about shopping with a sustainable or eco-friendly brand. You can also shop sustainably through buying fewer, higher-quality items that last longer. However tempting it may be, to purchase that £5 dress made in a sweatshop because your favourite influencer signed a brand-deal, perhaps ask yourself: is it worth it?
Consider the price-per-wear approach. If you find a great pair of jeans that are high quality, durable and amazing fit, (if you do find these let me know where!) allow yourself to spend that little bit extra, knowing you will get significant wear out of them and it will ultimately protect you from continuous purchases later down the line. Let's face it, you're saving money for your future-self (aka my girl maths justifying my purchasing decisions).
Overcoming Stigmas and Misconceptions
It's not about forcing ideas down your throat or promoting any 'cult-like' ideologies; it's about making conscious fashion choices that align with your values and lifestyle. Sustainable fashion often faces misconceptions like those associated with veganism, where negative connotations can overshadow the positive aspects.
Take my diet, for example. I personally opt for vegetarian or vegan options because I genuinely enjoy what's on offer, like a portion of bang bang cauliflower. The fact that these choices also contribute to a movement towards less meat consumption is a bonus. Similarly in fashion, the goal isn’t to compromise on style or quality but to find pieces that you love, which also happen to be sustainably made.
When you come across a pair of trainers that you are drawn to because of their design, it’s a bonus that they are made from vegan leather, use organic dyes and low water consumption (shameless plug, but let's face it, everyone wants to be us!).
Ultimately, this approach shifts the focus from feeling entirely restricted by ethical choices to feeling empowered by them. It’s about integrating sustainability into your lifestyle organically, rather than viewing it as an obligation or sacrifice. So what are you waiting for? Gird your loins!