Fashion on one hand, ideals on the other, will I have to choose?

Is it possible to be committed to social & environmental values and at the same time be passionate about fashion?

From the environmental perspective, the cycle of consumption of natural resources, contamination and waste production generated by the fashion industry is a serious problem with severe effects on the planet. From the human and social perspective, clothing is often manufactured in developing countries that lack labor laws to ensure that workers receive decent wages and work under good safety, hygiene and health conditions.

But this is no reason to be discouraged! The problem is not going to solve itself and the best is that we can all contribute to reverse it. We tend to think that our decisions are not so important because in the end the culprits of these calamities are the big companies and the industrial monsters, that’s right… and also wrong. The industry giants have a great responsibility, it’s true, but our role is also very important.

Each time we consume we vote for something we are telling the market to continue producing, that “this” is what we want. Likewise, every time we do not buy something we show that “that” does not serve us, it is not what we want. These seem to be enough reasons to consume according to the values we stand for, right? Let’s consume (or not consume) consciously, making a point of what we agree with and what we don’t.

If you like fashion as much as I do, you should know that you have many options, not only to use fashion in accordance with your ethical values but also to help the “slow fashion” movement grow to the detriment of the so-called “fast fashion”.

a. Use the used: There is no doubt that one of the most sustainable options is to use what we already have or what has already been “consumed”. When buying “vintage” or second-hand clothes, when you exchange or swap clothes with other people and when you repair or redesign things you already have, but for some reason no longer use, you are “telling” the market that it is not necessary to produce so much nor so quickly. In addition, in this way you can get pieces that are original and different then the typical H&M top that you loved but now you see multiplied everywhere whenever you go out on the street. And you know what? This option has the “bonus” of being also friendly with your bank account!

b. Slow down: One of the reasons why our relationship with fashion is so unsustainable is because we buy too much. Fast fashion feeds rampant consumerism with prices so low that we do not have to ask ourselves if we really need or like what we are buying. The low prices of “fast-fashion” seem to be an advantage at first glance but are actually detrimental to the environment and to the communities that manufacture these clothes. The next time you feel that you are buying by impulse, think of something you really need or want. Calculate how many cheap things that you could buy, in a certain amount of time, you will have to refrain from buying in order to buy this thing. Make a “shopping fasting” until you have put together the value you need to purchase this new item. When you do buy it you will have something that you will value more and for longer, a special thing with added value because you know that you made an effort to consume less in order to get something that you really wanted.

c. Buy from the small guys: Crafts are disappearing and small businesses can’t compete price wise with mass productions. Buying something handmade, or from small productions, often means a better, longer lasting and more exclusive product. Buying local is also an important part of this option and usually goes with it. Buying local not only helps smaller businesses to survive and proliferate but also reduces the impact of your consumption since this item won’t have to be transported from a distant producer.

d. Investigate and instigate the brands: There are more and more brands that seem to have ethical and environmental values, and many other brands that have started offering products that take these values ​​into account. In this age, it is not so difficult to be informed about brands that offer sustainable options, just Google it. Another thing I recommend is that you write to your favourite brands. If they are not opened to the possibilities of sustainability, tell them that you would like to continue to buy their products but in order to do so they have to offer options whose materials have less impact and that have more transparent production processes. Just think that if all interested consumers communicate these types of demands to the brands they will have to listen.

These are just a few suggestions of what you can do, but there are many more possibilities. Sometimes the debate about sustainability may seem like an discussion exclusive to experts, but the reality is that it is not a sterile or closed concept. For sustainability to make sense to you, you must be able to apply it to the context of your own life. Reflect and think what else can you do, for sure you’ll get ideas other than the ones I just shared with you.

Sustainable fashion is not an utopian idea, it is an ideal that aims to help the planet and its inhabitants — a need on which we all agree. The simple things we do every day — like dressing — can help make a difference.