Why Ethical Fashion?

Why Ethical Fashion?

I would ask, why not? In the last few years, we have read, heard and talked a lot about how bad “fast fashion” is, and how important it is to support “ethical fashion.” That’s because it has a huge impact on us even if we don’t see it.

When I was at university, for my final exam I decided to create a sustainable fashion guide for the city I was living in at the time, Milan.

In that period fast fashion was actually the trend and we were all buying new clothing every week. I remember spending hours in shops trying on so many things, constantly trying new styles, and in the end getting the same t-shirt in three different colours. All of this because it was cheap and “normal”. I was caught for many years in a cycle of consumerism, never thinking of the negative effects of my excessive, compulsive shopping.

When I started researching what goes on behind the scenes in fashion, I was shocked to discover how the glamorous world was so lacking in basic ethics and humanity. The environmental impact, and the human cost, were staring right at me, telling me that every choice I make will have an impact — positively or negatively — on our planet and on real people.

Talking about the impact of fast fashion with friends, I remember their reactions were always the same: “Eeek.” Yes, because at that time the only famous brand with a focus on sustainable fashion was Stella McCartney. Definitely not that affordable for young students. So, I concluded in my guide that the easiest option to have a sustainable wardrobe was buying VINTAGE! Sounds great, except that in Milan it wasn’t that popular yet.

There is a distinction between sustainable fashion and the “green collections” that the big fast fashion brands release yearly, encouraging us to spend money with them, whilst they underpay workers in their factories, use hazardous chemicals, and create waste on top of waste. This is called ‘green washing’ because while they make one “green collection,” they produce 51 others doing the opposite! But today we have a huge selection — both in style and price — following years of improvements in the industry (although unfortunately not yet enough), and many new brands joining the Fashion Revolution; the movement ensures full transparency and follows an ethical philosophy.

I’m referring to those brands who truly believe in ethical fashion. They are constantly researching sustainable materials, paying their workers ethically, and slowing down their production and distribution; they’re always thinking “green”. Thinking not only of themselves but of other people, and our only planet.

Every time we buy something, we make a choice and we decide what we as individuals stand for, because there is a true cost behind everything, and it’s time to realise it.

So yes, my question to you is still the same, WHY NOT ETHICAL FASHION?

Martina Vitali Co-founder of One n One fashion n pizza, a concept store in Spitalfields where sustainable fashion items are surrounded by sourdough pizzas.

www.1n1fashionnpizza.com