Sustainability has become such a trendy word in fashion but what does it really mean?
While it is easy to associate sustainable fashion with outrightly rejecting clothing from Zara, H&M, Primark and Shein because of their reputation as fast fashion brands, the reality couldn’t be more far from it.
At its core, sustainable fashion isn’t solely defined by the origin of clothes and the materials from which they are made but also by a mindset that asks: “How can we extend the lifespan of our existing clothing?” and “How can we find expansive use for existing clothes?”
In a world where landfills are overwhelmed with clothing waste, these questions have become even more important.
The ugly truth several ethical fashion advocates have come to realise is that aggressive sustainability campaigns would still be ineffective in getting clothing corporations to cut down on the use of synthetic materials for their products. After all, a capitalist society is ultimately concerned about maximising profits, using cheaper, readily sourced materials, irrespective of the relative costs.
Be that as it may, we can’t afford to keep on producing clothing waste the way we have it today. The good thing about being a Chemistry major is that I recognise fully the dire impact of the textile industry on the planet.
But here is your opportunity to learn something you might not already know: As innocent-looking as those clothes you have might be, they contribute to the textile industry being the second largest water pollutant, behind agriculture only, not to mention the number of microplastics from synthetic fibres, which are not biodegradable.
What do Eco-conscious Fashion advocates Have Against Fast Fashion Brands?
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Most fast fashion brands thrive on trends and quick turnover of clothes. The sheer volume of clothes produced and the rate they are discarded by consumers don’t exactly help the environment. Not to add, most of the cheap materials used boast a negative carbon footprint. Just think of how easily you have to replace your underwear even though you have a sizable amount for rotations.
Personally, there is a bigger problem: Fast fashion brands use aggressive media campaigns to dictate what’s “in style” and what’s “out of style” whereas personal style should be about expressing oneself and not conforming to the patterns laid out for us.
Okay, Cut to the Chase: Should You Stop Shopping from Primark?
I don’t expect anyone to. I am honest enough to say a fully sustainable fashion community is almost impossible to achieve. Some fashion enthusiasts with better visions might disagree. But what is feasible is a community that is responsible enough to ask “How can I find expansive use for my existing clothes?” so I can do my part in reducing the amount of clothes in circulation.
Sometimes, it is not the brands setting the trend. Sometimes it is a demand problem; a styling problem where we are unable to fully appreciate the enormous range of our already existing clothes but feel compelled to find the answer in a store just off the street.
As consumers, we hold immense power, more than we sometimes think we do. I believe we can never fully be in sync with our clothes and our styling journey until we redefine the relationship we have with our clothes and embrace responsible consumption.
Whether it is shopping quality over quantity, keeping a capsule wardrobe, encouraging a circular clothing economy of gifting and thrifting or even making clothing repairs to breathe new life into seemingly boring pieces, the options are wide enough to choose sustainability over quick disposals. That’s how much power we wield.
