A Conscious and Creative Shopping Guide to Sustainable Fashion
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CONTENTS Overconsumption.......................2-3 Trends and the Trend Cycle............4 “Colours and Shapes”....................5 “Zara by the Pillar”........................6 “Stripes and Buttons”....................7 Throwaway Culture........................8 Pollution and Fashion....................9 “Seeing Double”..........................10 “Zara by the Pillar” (Art).............11 Greenwashing.........................12-13 “Faces”.......................................14 Understanding Brand Morals........15 Knowing Where to Shop...............16 “Elements of a Shirt”...................17
OVERCONSUMPTION
Overconsumption in the fashion industry is the excessive buying and disposing of clothing items, resulting in a negative impact on the environment, society, and economy. The following are some of the impacts of overconsumption in the fashion industry:
Environmental Impacts:
The fashion industry is one of the most polluting industries in the world, and overconsumption worsens the problem. The production of clothing requires a large amount of resources, including water, energy, and raw materials, which can have a significant impact on the environment. The disposal of clothing items also contributes to the growing problem of textile waste, which ends up in landfills and takes years to decompose, emitting greenhouse gases in the process.
Social Impacts:
The fashion industry is notorious for poor labour practices, including low wages, long working hours, and unsafe working conditions. Overconsumption drives the demand for cheap and fast fashion, which puts pressure on workers to produce clothing items quickly and cheaply, often at the expense of their well-being.
Economic Impacts:
The fast fashion industry is built on the idea of producing and selling large quantities of clothing items at low prices. This results in a race to the bottom, where retailers cut costs to maintain profitability, resulting in lower wages for workers and reduced investment in sustainable production practices.
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To avoid the negative impacts of overconsumption in fashion, you can take the following steps:
1. Buy less: The simplest way to reduce overconsumption in the fashion industry is to buy less.
2. Consider investing in high-quality, timeless pieces that can be worn for many years rather than buying cheap, fast fashion items that will quickly go out of style.
3. Shop second-hand: Shopping second-hand is a great way to reduce overconsumption in the fashion industry.
4. By buying pre-owned clothing, you are diverting clothing items from landfills and reducing the demand for new clothing production.
5. Choose sustainable brands: When you do buy new clothing items, choose sustainable brands that prioritize ethical and environmentally-friendly production practices.
TRENDS AND TREND THE CYCLE
The trend cycle in fashion refers to the lifecycle of popular styles, where trends that were popular in the past eventually come back into fashion. The length of the trend cycle has been decreasing in recent years, which means that fashion trends are changing more rapidly than ever before.
This speeding up of the trend cycle is due to a number of factors, including the rise of fast fashion, social media, and the increased globalisation of the fashion industry. Fast fashion retailers like Zara and H&M have been able to produce and distribute new clothing styles at an unprecedented rate, making it possible for consumers to quickly adopt new trends.
Social media has also played a significant role in accelerating the trend cycle. Platforms like Instagram and TikTok allow fashion influencers and celebrities to quickly share new fashion trends to their millions of followers, which can then spread rapidly among the wider population.
The globalisation of the fashion industry has also contributed to the speeding up of the trend cycle. With clothing production and distribution now happening on a global scale, fashion trends can quickly spread across continents and influence the styles and preferences of consumers around the world.
The impact of the accelerating trend cycle in fashion is complex and multifaceted. On the one hand, it allows consumers to constantly experiment with new styles and express themselves through their clothing choices. However, it also contributes to the unsustainable overconsumption of clothing, as consumers feel pressured to constantly update their wardrobes to keep up with the latest trends.
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THROWAWAY CULTURE
Throwaway culture in fashion refers to the trend of quickly discarding clothes after only a few wears, rather than repairing, repurposing, or recycling them. This practice has negative consequences for both the environment and the people who work in the fashion industry. Here are some ways in which we can mitigate it:
1. Buy high-quality clothing that is designed to last: Instead of buying cheap, disposable clothes, invest in well-made, durable pieces that are less likely to fall apart or go out of style quickly.
2. Choose secondhand or vintage clothing: charity shops, and online marketplaces like Depop are great places to find unique and affordable secondhand clothing.
3. Rent or borrow clothes: Many companies now offer clothing rental services that allow you to try out new styles without committing to a purchase. You can also borrow clothes from friends or family members.
4. Support sustainable fashion brands: Look for brands that prioritize ethical and sustainable production practices, such as using eco-friendly materials or reducing waste in their supply chains.
5. Learn to repair and maintain your clothing: Instead of throwing away clothes that are slightly damaged, learn how to fix them yourself or take them to a tailor or repair shop. You can also learn how to properly care for your clothes to extend their lifespan.
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POLLUTION
Fast fashion is a business model that prioritises producing a large quantity of clothing at low cost, with the intention of keeping up with rapidly changing fashion trends. The result of this model is a high volume of clothing production, often made from synthetic materials that are not biodegradable and require a large amount of water and energy to produce.
The impacts of fast fashion on waste and water pollution are significant. According to a report by the Ellen MacArthur Foundation, the fashion industry is responsible for 10% of global carbon emissions, and is the second largest consumer of water worldwide. Additionally, the report found that the fashion industry produces 92 million tons of waste each year, much of which ends up in landfills.
One of the key factors contributing to waste in the fashion industry is the use of synthetic materials, such as polyester, which is a petroleum-based fiber that does not biodegrade. In addition to the waste generated by discarded clothing, the production of synthetic materials also contributes to water pollution through the release of microplastics into waterways.
The production of cotton, which is the most commonly used natural fiber in clothing production, also contributes to water pollution. Cotton requires a significant amount of water to grow, and the use of pesticides and fertilizers can contaminate water sources.
Overall, the impact of fast fashion on waste and water pollution is significant, and there is a growing movement towards sustainable fashion practices. This includes using more environmentally-friendly materials, reducing waste through the use of circular economy models, and adopting responsible production practices.
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GREENWASHING
Greenwashing is a marketing tactic used by some companies in the fashion industry to make their products appear more environmentally friendly than they actually are. It involves using misleading or vague language, exaggerated claims, or incomplete information to create the impression that a product or brand is more sustainable or eco-friendly than it truly is. For example, a company might advertise a clothing line as "eco-friendly" or "sustainable," but fail to disclose the specific materials and production processes used to make the clothing.
Greenwashing can also involve making false or misleading claims about a company's environmental certifications or partnerships, or using images or symbols that suggest environmental friendliness, such as images of forests or green leaves.
The goal of greenwashing is to appeal to consumers who are increasingly concerned about the environmental impact of their purchases, and to capitalise on the growing demand for sustainable and eco-friendly products. However, it can also mislead consumers and undermine efforts to promote genuine sustainability in the fashion industry. Here are some tips to help you identify when a brand is greenwashing:
1. Look for vague or unsubstantiated claims: Companies that engage in greenwashing often use vague terms like "sustainable" or "eco-friendly" without providing specific information about how their products meet these standards. Look for concrete details about a product's materials, manufacturing process, and environmental impact to determine whether a company's claims are genuine.
2. Check for third-party certifications: Many legitimate eco-friendly certifications exist for fashion products, such as GOTS, Fairtrade, and OEKO-TEX. Look for these certifications on clothing labels or websites to verify a product's sustainability claims.
3. Research a company's environmental record: If a company claims to be environmentally friendly, but has a history of environmental violations or unethical practices, this may be a red flag for greenwashing.
4. Beware of false or misleading imagery: Companies that engage in greenwashing may use images or symbols that suggest environmental friendliness, such as pictures of forests or green leaves, without providing any concrete evidence of sustainability.
5. Look for a commitment to transparency: Companies that are genuinely committed to sustainability will typically be open about their environmental impact, and will provide detailed information about their products' sustainability features. Look for transparency in a company's marketing materials and on their website to determine whether their claims are genuine.
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BRAND MORALS
Fashion brand morals are the values, principles, and ethical standards that guide a fashion brand. These morals can include considerations such as sustainability, fair labor practices, diversity and inclusion, animal welfare, and social responsibility.
To identify misinformation and lies in the context of fashion brand morals, it is important to do thorough research and look for reliable sources of information. Some tips for identifying misinformation and lies in the fashion industry include:
1. Look for transparency: A fashion brand that is open and transparent about their practices and values is more likely to be trustworthy than a brand that keeps their operations under wraps. Look for brands that provide detailed information about their supply chain, labor practices, and environmental impact.
2. Check for certifications: Certifications and third-party audits can provide reassurance that a brand is following ethical and sustainable practices. Look for certifications such as Fair Trade, Global Organic Textile Standard (GOTS), and Certified B Corporation.
3. Check for independent reporting: Look for reporting from independent sources, such as investigative journalism, academic research, or non-profit organisations. These sources can provide a more objective view of a brand's practices and help identify any potential misinformation or lies.
4. Check social media: Social media can be a useful tool for understanding a brand's values and practices. Look for posts and comments from the brand and its customers, as well as any responses to criticisms or concerns.
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WHERE TO SHOP
When it comes to clothes shopping, it's important to consider the social and environmental impact of the clothes we buy. The fashion industry is notorious for its negative impact on the environment and the people who work in it. However, there are steps we can take to shop more ethically and sustainably, whether we're shopping on the high street, online, or in vintage or charity shops. For the purpose of this article, we will refer to these options for shopping locations as “Shopping Spaces”.
Before you shop, it’s important to consider the many factors depending on the place you are considering to shop from. Here is some key information to think about before you decide to shop:
1. Research the brands you can find at that shopping space
2. Consider the materials they use
3. How will you obtain these clothes? Will they be shipped to you?
4. Do these brands have a bad history or reputation?
5. Are the brands in this shopping space apart of a local or global community?
By reading this guide you should have a greater ability to consider and answer these questions. It should be noted that your location is a great factor that impacts our accessibility to these shopping spaces. For example, growing up in rural Mid Wales resulted in having very little access to large shopping spaces. Because of lack of options, me along with many other people my age opted for shopping online as it was the most accessible way of buying clothes that appealed to our interests in style. However now that i live in Brighton, i now have a much larger range of shopping spaces including high streets, online as well as local shops, because of this I now opt for shopping locally. So when shopping, don’t be discouraged when shopping online because your options are limited due to rurality.
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STATEMENTS.
“We Aim to Educate and Inspire Consumers to Be Bold, Meaningful Yet Unserious to Their Core.
STATEMENTS. Provides Second Hand Shirts That Are Loud in Character As Well As a Space For Those Who Care to Become More Aware of Sustainable Fashion.”
“A Conscious and Creative Shopping Guide to Sustainable Fashion” is a pocketbook designed to share a collection of acculated information on all things sustainable fashion. Doing this, we aim to engage with people who wish to become more conscious with their fashion while also keeping in a bright and bold aesthetic.
Information was collected from creadible sources regarding sustainable fashion and business practices including:
Good On You, World Wildlife Fund, The Guardian, Business of Fashion, Vogue Business, Forbes, Fashionopolis (by Dana Thomas), Harpers Bazaar, The Ellen Macarthur Fund, and Fashion Revolution along with personal experiences. Be Bold. Be Unique. Make a Statement.
Made by Harvey Fischer George
