5 minutes to understand the Fashion Industry


We spend nearly one and a half year naked during our entire life. Naked, yep. It means that we spend the rest of our life wearing clothes. That’s something! You can have a look around you, right now, and try counting out the naked people…I bet they are not numerous.

Wearing clothes isn’t an option, so why do we keep wearing garments that are harmful both for us and the planet?
Beautiful and peaceful river you want to protect by understanding the Fashion Industry.

Being naked isn’t trendy anymore!

Since we developed our capacity to knit and weave clothes we keep improving it. Originally we designed clothes to meet our needs of being protected, feeling warm and staying dry. Today many more criteria will trigger the purchase of a garment such as the cut, the colour, the fabric but also and especially the “trend”. It impacts our buying decisions.

Do I buy this garment because I need it or because I want it and nothing prevents me from buying it? Trend has something special in the Fashion Industry and Marketing teams are doing a great job to make us believe that we will be the center of attention with this garment. I am sure you have ever wondered: will I stand out from others with that awesome sweatshirt?

Wearing clothes has evolved from a need for a basic protection to a sophisticated necessity able to make us feel distinguished from others.
Awesome skirts and dresses for awesome legs belonging to awesome women. Awesome.

Do no try to keep up with the Fashion Industry.

Standing out from others thanks to our clothes, that’s what most people seek. To be as trendy as possible Big Brands such as Zara and H&M offer their customers a new collection every two weeks. Actually, they set the trend. You and I, happy customers amazed by the awesome products mentioned above, just have to buy and keep up if we want to be “up-to-date”.

The truth is that as soon as we buy one of this garment it’s already too late, we are outdated. The new collection is on-progress and by six months our so-called “Awesome T-shirt” today will already be freaking old-fashioned. Fast Fashion Industry means intensive, intensive and intensive production. Is that what we really want, being old-fashioned as soon as we buy a garment?

Let’s buy wisely and occasionally what we are sure to wear for a long time.
You’d better take a plane to keep up with the Fashion Industry. Not mine please, I don’t have one.

Garments we buy are actually made by People. Real People, yep.

Beautiful stores, beautiful models, beautiful packaging…Everything is done to wrap our garments in a wonderful world. It makes us forget two major things:

Why”: do I need this garment?

What”: do I know anything about this garment?

Most of the time we don’t know sh*t about the garment we buy except the price, the fabric composition and the country of origin. I don’t blame, this is a good beginning! Still, it’s not enough. People manufacturing our garments deserve credit for avoiding us being naked, seriously. After what happened to the Rana Plaza in 2013 in Dhaka, Bangladesh, we can’t turn a blind eye to the working conditions of the tailors and keep at bay the truth about a Fashion Industry which is going far too fast.

If we, as buyers and customers, can’t keep up with the Fashion Industry pace, how can we expect the tailors to do so?
Tailors have crazy skills about how to manufacture garments, they deserve our recognition.

Polluting abroad for the garments we wear? Nop, thank you!

According to GreenPeace 70% of the rivers and lakes in China are polluted by the Fashion Industry. It makes no sense to think that this pollution is none of our business. If we pollute somewhere today, even abroad, we will pay the price sooner or later. We outsourced production and, as the garments come back, the pollution travels and impacts us too. Let’s not blame China or whatever country, local people endure this pollution much more than we do. Since we don’t see it directly, this pollution seems unbelievable and we don’t feel concerned about it. Still, there are evidences: the Fashion Industry isn’t as sparkling abroad as it is in our Fashion parades.

We all share one and single planet. Polluting abroad is the same as poisoning ourselves. Time and distances have nothing to deal here.
Transparency isn’t about stories or fairy tales. Make sure the back shop is as beautiful as the showcase.

Pay the price for a garment that is worth it.

Big Brands spend a lot of money to design and shape a wonderful identity and stories around their garments. Advertising, crazy shopping experience, famous muses all around the world, awesome events and so on. Big Brands are ready to spend a big amount to convince us to join them. All this money is spent at the expense of the People and the Environment. I would rather they spent their money to increase tailors’ wages, set a recycling program or simply do something good for the planet.

Transparency is the best solution to make sure the garment we buy has a low impact on the planet and a positive impact on us, human beings. From the cotton field to our closet we have a lot of room for improvement. Let’s make sure that for every single step everything is done properly.

How can we expect a $5, $10 or even a $20 T-shirt to be respectful toward People and Nature from the cotton field to our closet?

Our future is ours.

Every garment has an impact. Every choice and every action has an impact. By supporting Fast Fashion companies we turn a blind eye to what is mentioned above: intensive production, unhappy People and polluted Environment. However, if we consume in a different way, if we support brands doing a great job on the field, if we buy less products but sustainable ones and if we convince other people to do so we can show to the Big Brands that they are doing it all wrong. At Hopaal we are convinced that radical changes won’t come from Big Brands but from the People and the choices we make.

Every garment has an impact, wearing clothes isn’t an option: let’s do it well!