Conclusions from a clothing consumer
Recently, I have evaluated my clothing consumption and I have concluded — I’m a consumer, I’m trapped — but how do I get out?
The fashion industry, just like most other industries, is constantly striving for continued growth through an increase in sales and profits. With falling costs, and streamlined operation processes this is made possible and the fashion industry has gone from producing one collection per season to a new collection every other week. The fashion cycle has been reduced, in other words — the time it takes for a garment or style to fall in and out of fashion and it will take less time for the consumers — you and I — to feel out of fashion.
With that being said, the industry has found a smart, yet unsustainable, way to maintain steady growth through increased consumption, and it’s working. Between 2004 and 2014 clothing production doubled and consumers bought on average 60 % more garments yet kept their garments for about half as long compared to 15 years before.
So now I am asking myself, how do I brace myself against this industry’s development?
Everything comes from the earth
What is easy to forget (but important to keep in mind) is that every element, in all garments we buy, in one way or another comes from the ground and is taken from our planet Earth — nothing just magically appears out of thin air.
When it comes to clothing, the presence of nature is much more apparent to me when I wear a garment made of wool, cotton or leather. Obviously since I can picture what a sheep, cotton field, or a cow looks like. However, the polyester skirt from Zara for £19.90 or the £9.98 acrylic blouse from H&M didn’t just appear out of thin air, their fabrics were created through chemical processes with resources from the earth.
Unfortunately, it’s not as easy to compost (or even recycle) a polyester sweater as the leftovers from your Sunday roast. So, as polyester is made out of crude oil — it will most probably end up as landfill and potentially be buried in the ground. An efficient recycling method, only if you’re aiming to poison the soil and drinking water.
What to do?
Whether the garment is made out of natural or synthetic fabrics, keeping this thought in mind I got the short answer to my question; to ask yourself twice. Next time you’re in a dressing room and wondering whether to buy that top or not if you’re even considering not buying, ask yourself again and this time reflect over the resources needed to produce this new garment and whether you can justify a purchase? If the answer is no? Then put it back on the rack and leave the shop with a good conscience.
To aim to justify every purchase is obviously only a small step in the right direction but, it is the first step out of many to follow. Followingly, invest in high quality and lasting garments, plan, reuse items, and search for vintage and second-hand online and in physical shops.
