The fast-fashion business models, which were first developed in the early 2000s, are responsible for the rise in consumer demand for high-quantity low-quality clothing. Fashion products are now designed and manufactured for quick ownership and early disposal. Clothing quality and costs are decreasing, while the increasing consumption of mass-produced fashion products is pushing up natural resource consumption.
The pressure on manufacturers to satisfy consumer appetites puts significant pressure on their supply chains. The UK has the highest fashion consumption in Europe at 26.7kg per capita. Comparatively, Germany has a consumption rate that is 16.7kg, while Denmark has 16kg, Italy 14.5kg, the Netherlands 14kg, and Sweden 12.6kg.
The distance between the shop and the landfill is decreasing. Neenawat Khenyothaa/Shutterstock
Fashion brands and manufacturers are beginning to acknowledge the need for change. Fashion brands and manufacturers from the high street to the high end are taking more action. It’s conservative. H&M, for example, has banned the use of Brazilian Leather because it believes that the cattle industry in Brazil is responsible for the destruction of the Amazon rainforest. Other brands, such as Adidas Stella McCartney Patagonia, are using waste materials to develop textiles for their new collections.
Such policies are positive. Are fashion brands doing enough to make a difference? According to recent UN reports, we only have 11 years left to stop irreversible climate damage. There’s no guarantee that small, incremental steps taken by brands will be enough to make a significant contribution towards combating climate change. More pressure from campaign groups and consumers is required.
Fashion brands do not have all the power. Consumers must use their leverage. The impact of consumers on public awareness was reinforced by large demonstrations and protests that took place during the London Fashion Week earlier this month. Consumer-driven behavior change can encourage fashion brands to adapt practices in order to create a sustainable future.
For real change to occur, more people need to begin taking a proactive stance and acting in accordance with their moral values. Even small lifestyle changes can have a lasting impact. Here are four things to think about before buying any new clothing:
Imagine each new product as a huge plastic bag. Karina Tess/Unsplash FAL
- Consider your purchase before making a decision
Consider other options before buying more clothes. It is not only better for the planet, but it can also save you money. These include borrowing, swapping, and thrifting. After considering all options, buying new items is the last option. This is a very different approach to fast fashion. Slow and deliberate consumption should be the priority.
- Buy according to your values.
Each purchase is a vote for a particular brand. We can make better decisions by researching a company’s values. You can then be sure that the store you choose reflects your values.
If you want to be able to trace the origins of your clothing, you should choose a brand that is transparent about its supply chain. Brands such as Community Clothing, owned by Sewing Bee Judge Patrick Grant, tell customers where raw materials are sourced, where yarn is produced, and even where final garments are made. If you want to do something about ocean plastic, then you might consider a brand such as Ecoalf.
- Buy an item that has been previously owned
Second-hand markets are experiencing a revival. The second-hand market is experiencing a revival. Once considered edgy and individual, as well as cost-effective, the second-hand market has fallen out of favor, being replaced by mass-produced, cheap products from fast fashion retailers. Oxfam’s charity store as well Asda’s pre-loved pop-up shop, have both opened their pop-up shops to sell second-hand fashion. This can give old fashion items a new lease of life and reduce the need for new clothing.
- Dispose of waste responsibly.
We must also consider our options at the end of life for fashion items. Each year, it is estimated that PS140m of clothing ends up in landfills. These items are often made of synthetic fibers and can take anywhere from 20 to 200 years to decompose. People should also explore the available options, including donating clothes to charities, recycling, reusing, repairing, and giving items to family and friends. Why not host a clothing swap at your home one weekend?
When exercising your power to make a sustainable change in the fashion industry, you must consider responsible procurement, ownership, and disposition. Social networking platforms allow shoppers to voice their concerns and complaints more easily than ever before. Circular economies are also pushing consumers to be more involved in the creation of change.
We cannot wait for the brands to act. The ability of individuals to adapt their everyday behavior and drive will be key in changing the environmental impact of fashion.
