Fashion
The Trend Juggernaut: Ways to pump the breaks on fast fashion
It’s indisputable that the rise in fast fashion has contributed to the “culture of more”—the insatiable appetite for instant access to the latest trends. Glossy, high-definition images of countless styles at rock-bottom prices can often be impossible to resist. With brands like H&M, Zara, Temu, and Shein, the latter’s controversial labour practices have placed them in the firing line regarding human rights violations, design plagiarism, and untold negative environmental impact. The move towards preloved garments and sustainable fashion is not only aspirational but essential. The average lifespan of a piece of clothing has decreased by 36% compared to 15 years ago. According to Earth.org, 92 million tons of clothing-related waste are discarded annually. Meanwhile, Greenpeace highlights that clothing waste produces 8-10% of global CO2 emissions.
The Strategy for Sustainable and Circular Textiles aims to address waste generated by the clothing industry. The goal of the initiative is to ensure that, by 2030, all textile products placed on the EU market are durable, repairable, and recyclable, to a great extent made of recycled fibres, free of hazardous substances. It aims for textiles produced in respect of social rights and the environment, and promotes the ethos that” fast fashion is out of fashion.” The strategy aims to enable consumers to benefit from high-quality, affordable textiles for a longer period and to make profitable reuse and repair services widely available. Another objective is that the textiles sector is competitive, resilient, and innovative, with producers taking responsibility for their products along the value chain, with sufficient capacities for recycling and minimal incineration and landfilling.
However, despite changes in legislation and growing consumer awareness, fast fashion brands continue to expand year after year. With price often winning over ethos for most budget-conscious shoppers, as global economic uncertainty looms, fast fashion is here to stay.
That said, let’s look at ways to resist the endorphin rush of the checkout and make the fast-fashion pieces we already have last longer.
Turn off notifications:
At some point, most of us have bought that dress we didn't know we needed. Your phone will nudge you to buy things you might not have seen otherwise. The algorithm knows what you want before you search for it. The best way to avoid temptation is to turn off notifications. The constant drip feed of the latest items is sure to make you buy more than you need.
Restyle:
Rotating your clothing so that specific pieces are not worn too often can help extend their lives. Wearing accessories like belts and statement necklaces to give new life to your favorite outfits. Be brave with colour and pattern combinations to give an unexpected twist to your fashion favourites.
Avoid impulse buying:
Place items in your shopping cart and wait 24 hours before making a purchase. If the item is still on your must-have list, consider purchasing it. Keep personal style in mind. Instead of following trends, curate what feels comfortable and unique to you. Setting a budget and creating limitations around spending also encourages wiser choices at the checkout.
Clothes maintenance:
It sounds obvious and mundane, but how the clothes are washed is very important to their lifespan—only wash and iron clothes when necessary. Washing too often significantly increases carbon emissions. Opting for cooler temperatures, 30 °C or below, slows the rate of wear and tear. Pretreating stains is helpful when using cooler temperatures. Avoid tumble dryers when possible. Many synthetic fabrics, like polyester and viscose, are prone to shrinkage, so air drying is the way to go.
Use sizing charts:
Many fast-fashion brands, such as Shein, Temu, H&M, and Zara, provide sizing charts that offer detailed information on measurements and size conversions for various regions. With the European, Asian, and UK size conversions available in one click, it is more likely that the garment will fit well and be kept on our clothing rail. Most of us avoid the measuring tape like the plague when it comes to clothing, but knowing your current measurments will prevent buying pieces that are ill fitting.
Thrift and resell:
With sites like Vinted, Thread Up, and Depop, giving clothes a second life has never been easier. Some of these sites allow users to sell items free of charge incentivising sales. However, this varies depending on the site, so it is worth checking in advance. Swap shops can also be a fun way to donate items while finding new treasures for free! A quick Google search should offer information on any up-coming events in your local area.
Repair:
Repairing clothes and shoes is not only practical and sustainable but also supports the livelihood of local cobblers and tailors. However, depending on the work involved, these services can be expensive, so check prices in advance. Lead time on repair can be longer than you think depending on the work needed [particularly with formal wear, weddings etc] so dont leave alterations to the last minute if you can, it's not worth the stress!
Sustainable fashion workshops:
As the circular economy becomes an increasingly prominent part of the collective consciousness, courses in sustainable fashion have gained popularity. From online courses, to local community centre workshops, these courses promote the traditional skills of making, mending, and reimagining, while educating participants about more sustainable options within the fashion industry.
Designer Rental Sites:
Designer brand rental sites, such as designerroom.ie and highendhire.com are worth investigating. If you want couture without the credit card bill, renting luxury brands for a fraction of their unattainable price tag can be an excellent choice for a special occasion.
For more information about the impact of fashion on the environment, check
http://www.greenpeace.com
http://www.earth.org
Sources regarding legisation :
http://www.europeanmovement.ie
http://www.comission.europa.eu
http://www.environment.ec.europa.eu