FASHION’S LOVE STORY - LOVE THE CLOTHES YOU’RE IN
- Sara Darling -
Coinciding with Earth Day which takes place on 22nd April, Fashion Revolution Week has catapulted into the general conscience of progressive fashionistas around the world. The aim is to spread the word of how to shop more mindfully, and help people understand the impact of their clothes, and the people who made them. The global event is hugely visible on social media and is working to educate consumers to shop with a conscience, and encourage suppliers to be transparent on who and how their clothes are made. Notably, there is no finger pointing towards specific companies, but is a launch pad for discussion, change and the future of fashion and the planet.
Thanks to fast fashion and the rise of influencers, the lifespan of clothing is getting less and less. Buyers are no longer shopping for seasons, but changing their wardrobes on a whim, which is a big win for High Street retailers; however when clothing becomes single-use, it is disastrous for the environment, and a concern for the consumer- who can’t keep up.
Fashion and the environment have always been at loggerheads- with dyeing and finishing processes relying on toxic chemicals affecting the health of workers and the leftover water seeping into rivers, compromising drinking water and killing fish. Fossil fuels generate carbon dioxide that contributes to global warming by trapping heat in the atmosphere, and synthetic fibres are detrimental to our oceans, rivers and marine life; Perhaps most poignant is that most of the clothing industry is non recyclable - therefore produces huge quantities of waste, most of which goes to landfill or for incineration.
Along with the damage to the environment, the fashion industry also has a history with sweatshops and workers rights. Fashion Revolution was founded as a result of the tragic Rana Plaza disaster in 2013, where 1,134 people were killed and more than 2,500 people were injured in an industrial garment factory- most of them young women. Eight years later, it is the world’s largest fashion activism movement, aiming to expose and educate change-makers. With one goal of equality, it wants to call time on wages that trap millions of garment workers in never-ending poverty, put a face to who made your clothes, and encourage people to shop more mindfully.
We may not have a stern looking teen eyeballing us every time we shop, but Greta Thunberg has influenced the entire population in one way or another, and now consumers have more power to call the shots. Fashion Revolution is an open book for shoppers with a conscience, and in scrutinising suppliers and shops (without naming and shaming), it is gaining more traction in raising awareness of the problems within the industry.
With the pandemic sparking a much needed time for shoppers to reconsider their spending habits- many shopaholics have relished the break, or been able to enjoy the time to actually think about what they actually want or need, and revisit favourite items from the back of the wardrobe, which is the ethos of the revolution. In order to make a difference, you don’t have to replace all your clothes immediately with eco-friendly offerings. That would just defeat the purpose and, even if you did donate to a charity shop, chances are some pieces would be disregarded and sent to landfill. The theory is, wear what you already have and when you need something new, choose a more ethical and sustainable option - or buy pre-loved. This will ultimately result in more mindful shopping and leave you with investment items that you truly love.
Meanwhile, in China, businessman and global eco-warrior, Joey Pringle is developing his own revolution to radically change the luxury fashion market. The proud founder of the Veshin factory in Guangzhou, the brand’s philosophy is to develop a completely sustainable, transparent, and environmentally progressive workspace, using core values of respecting people and the environment. Working to redefine the stigma around the “made in China”, which is tainted by sweatshops and cheap products, Pringle is using a wholly sustainable business model to create accessories for his vegan driven fashion business. By being totally transparent in his supply chain, he wants to reassure stockists and shoppers that they can still believe in Chinese manufacturing, and that good quality products can be made using environmentally-friendly materials - with a long term plan to localise manufacturing and setting up the Veshin model on each major continent to lower the carbon footprint of manufacturing.
Many of us don’t think about human rights and conserving the environment when we go clothes shopping, but thanks to insights from the likes of Fashion Revolution, many businesses are taking an interest and beginning to look beyond profit to offer more sustainable choices for shoppers. We as consumers have choices to make, and should be aware of the global footprint of our purchases, which goes far beyond the fabrics on the clothing label. From microplastic pollution from synthetic fibres, to the trees that are harmed in using viscose and leather, to the carbon in the raw material production, fashion’s role in the climate, ecological and biodiversity crises is undeniable.
Drawing attention to the supply chain of our clothes is something we must all get involved in, and thanks to social media and stores reacting to demand, there is a slow but steady shift to embracing sustainability. With many consumers willing to change their purchasing habits to help reduce negative impact to the environment, others are looking for brands that support recycling, and/or are environmentally responsible, there is still a long way to go in holding brands accountable to take action.
The planet doesn’t care about our marketing; the planet cares about our results, so make your mark and ask #whomademyclothes and we will start to see things change.
- #fashionrevolution -
Image source: Fashion Revolution