4 Sustainable Fashion FAQs Answered
Fast Fashion is under fire. It started with criticisms of poor working conditions created by outsourcing labour to developing countries, dogged by scandals of factory collapses, horrendously long working hours and no job protection. And now, fast fashion’s environmental impact has come under even more scrutiny. A recent headline by Business Insider stated that the fashion industry emits more carbon than international flights and maritime shipping combined. Fast fashion is responsible for 10% of all of humanity’s carbon
emissions, is the second largest consumer of water resources and pollutes the ocean with microplastics.
Moreover, the industry has a huge waste issue. According to Wrap, around 350,000 tonnes of textiles go to landfill in the UK each year- that’s £140 millon’s worth. Of all post-consumer textile waste, only 15% is recycled- meaning 85% goes to the dump. Considering the huge resource and monetary expenditure required to produce these, this is a worrying figure.
Celebrities such as Gwyneth Paltrow and Emma Watson, and sustainable fashion activists like blogger Aja Barber (Instagram @ajabarber) and podcaster Venetia Falconer (Instagram @venetiafalconer) are campaigning for a slower, more conscious approach to the clothing industry. I am going to draw from their knowledge to bust some myths about sustainable clothing, and add some advice from me, an ex-shopaholic, who over the past couple of
years has managed to vastly reduce her clothing consumption and find her sustainable style.
4 Sustainable Fashion FAQs, Answered
#1 Help! Why is sustainable fashion so expensive? I can’t afford Stella Artois, let alone Stella McCartney!
It doesn’t have to be! Activists like Stella McCartney, whose fashion dominates the catwalks at fashion weeks across the globe, are excellent high-profile role models. However, the fact that many well-known sustainable brands often come with a high price tag can lead to questions over whether dressing sustainably is a choice that comes with privilege. This is often perpetuated by influencers who are paid to promote the products of certain brands through creating what you could call sustainable “lifestyle goals”. This clever marketing tactic creates the notion that sustainable fashion is all about choosing the right brands. And while it is certainly a positive step to choose ethical producers, there’s a lot more to it than that. Read on to find out how you can make more sustainable decisions whatever your budget or location.
#2 Where can I find sustainable fashion brands that suit my style but don’t break the bank?
Online boutiques such as Etsy and ASOS marketplace can be a great way to find sustainable, small businesses making gorgeous clothes for all tastes. But remember, sustainable shopping is about much more than the brands you choose. The definition of sustainability is the “avoidance of the depletion of natural resources in order to maintain an ecological balance.” The concept can also be extended to human beings; we need to ensure workers are not depleted physically and mentally in order to maintain a healthy, thriving population. Therefore, rather than simply buying eco friendly fabrics or Fairtrade items, it is important to consider simply buying less. More clothing purchased equals more resources consumed and more money spent, regardless of whether it comes from Zara or Free People.
#3 Does sustainable clothes shopping on a budget mean only buying second hand?
Buying second hand is a really good idea, and probably the first thing you think of when buying sustainable clothing. So of course, buying second hand wherever possible is a great option. Second-hand clothes selling app Vinted and good old eBay are good places to start. Clothes swapping events and websites are gaining popularity too. Check out GetSwishing.com or Swopped.co.uk, or look for events in your area. However, second hand is not always practical. In the UK, charity chops can be found in most cities and have reasonable prices. But in some countries they much less common, and second hand tends to come with a vintage price tag. Or maybe you live in a rural place and only have access to online shopping. If all you have access to is fast fashion retailers, then save up for a piece you really love, make sure it is comfortable and fits in with your style, and sleep on any decisions before you make a purchase. And if you no longer like an item, donate it to charity, sell or swap it to give it as long a life as possible and honour the work of those who made it.
#4 What is “Greenwashing” and how can I recognise it?
Sometimes, brands which claim to be sustainable can have questionable ethics- take H&M Conscious, for example. Yes, some of the material is recycled, but they have recently come under investigation, as they are not transparent about how exactly these clothes are produced. Branding something as “Conscious” does not require specific, regulated criteria to be met. Moreover, having an “eco-friendly” collection does not excuse the rest of H&M’s collections, which are often made from intensively produced fabrics and under poor working conditions, and are not built to last. In general, watch out for vague terms like “eco-friendly”, “conscious”, or “organic”. Organic cotton can still be intensively farmed, contributing to soil degradation. If you want to know if a brand is truly making the effort, look for certifications such as Rainforest Alliance or the Fairtrade Foundation. And see if claims check out; transparent companies know they are doing good and will tell you EXACTLY how and by whom their products are produced.
Okay, I’m on board, but… I LOVE CLOTHES! I love experimenting with my style and finding the perfect outfit! How can I do this while still remaining eco-friendly? Check out these 5 tips that helped me to make more conscious choices and stop spending recklessly on cheap clothes. And if you would like to know more about Greenwashing, see my article on it here.
Sources:
Textile Waste:
https://harmony1.com/textile-waste-infographic/
https://www.wrap.org.uk/content/textiles-overview
Environmental impacts of fast fashion:
https://www.businessinsider.com/fast-fashion-environmental-impact-pollution-emissions-waste-water-2019–10?r=US&IR=T
Criticism of H&M Conscious:
https://medium.com/@tabitha.whiting/sustainable-style-the-truth-behind-the-marketing-of-hms-conscious-collection-805eb7432002
Aja Barber:
https://eco-age.com/aja-barber
Venetia Falconer:
