Several years ago, it was already predicted that sustainable fashion would not be just a seasonal trend but a long-term process. The concept of sustainable fashion seems to be one of the most relevant directions of the coming decade. Environmentalists are raising the alarm – excessive production and consumption are one of the leading factors that directly affect the ecological threat to our planet.
It has happened – humanity has reached the point where certain processes cannot be reversed. Sounds scary? Surely, we should believe that some actions can at least stop the oncoming climate catastrophe.
Still, not many people directly associate the fashion industry with climate destruction – after all, we associate fashion with beauty and blame the heavy industry as well as fast-moving consumer goods for the climate crisis. However, it is worth keeping in mind that the truth is quite the opposite: the fashion industry is one of the most devastating industries for our planet.
“Once upon a time those were the days,” our grandmothers say, and in the case of fashion, they may be correct. With the emergence of consumerism, small professionals were replaced by huge companies, and fashion turned into a lucrative industry, earning unimaginable amounts of money. However, corporations are not the only ones to blame – with the emergence of “fast fashion” and chain stores, the consumer’s approach to clothing has changed.
High-quality materials have been supplanted by cheap polyester, which, like plastic, does not decompose after being thrown away, littering the environment. Demand and supply are mutually reinforcing – because consumers like the widely available fashion offered by chain stores, and new collections are constantly being created, bringing untold profit to the companies and enormous destruction to the planet.
How do we prevent an environmental disaster in the age of “fast fashion”? It is not so simple: studies show that the main factor that influences the purchase of cheap clothes is the favourable price. Organic fashion involves prices several times higher, which not everyone can afford.
Generational differences also play a big role – studies prove that Generation Z and Millenials are the most willing to spend more on sustainable fashion, while Generation X and those born before 1964 are the least. On the other hand, the high awareness of the young population is the reason why ethical fashion is now in the news. Consumers are increasingly favouring ecological lifestyles: they are giving up their cars for public transport or cycling, switching to vegetarian or vegan diets, and trying to live with respect for animals and the environment.
The goal of sustainable fashion is to develop a system that is socially and environmentally responsible. The term “sustainable” itself says a lot: it means being sensible, careful and without extremes. An ethical fashion carries certain values. To a large extent, it is in our (consumers’) hands the direction fashion will take over the next several years. By choosing clothes that are made from ecological or recycled materials, respecting animals, the planet and human labour, we can effectively communicate to corporations that changes in the fashion industry are necessary and needed.
In fact, more companies are moving in this direction – sustainable fashion is starting to become available to every consumer, regardless of their wallet. Producing eco-friendly fashion means reducing chemicals in the production of materials, respect for natural resources, reducing carbon footprint and environmentally friendly materials. These days, it is no longer a surprise to anyone that clothes are created on a 3D printer and shoes are sewn from the “skin” of a cactus or a pineapple.
What can we do right now? First of all, choose high-quality clothes made of natural and fully ecological materials. Do not forget to take care of your products – a longer life cycle of an item is associated not only with its good quality but also with proper use. It is also worth giving clothes a ‘new life’ – currently, there are plenty of companies that deal with renovation and refreshing of clothes and shoes. In addition, there is a growing number of new, environmentally responsible brands that create eco-friendly and fully vegan fashion.
Go Eco Love offers a variety of environmentally friendly products – made from sustainable materials. Visit our website and choose something that will benefit our planet!