4 simple ways to curb our disastrous addiction to fast fashion

p 1 90662433 four clothing businesses that could lead us away from the horrors of fast fashion

By elaine L. ritch 4 minute Learn

It is unnecessary to preserve exploiting pure assets to feed an ever-consuming market, however this stays the character of high-street fashion. Assets are finite—as is the area for landfill—however too usually garments buying is about shopping for low-cost soulless clothes that find yourself being thrown away and never recycled.

The fashionable fashion enterprise is just too usually about forgettable commodities that exist solely for the sake of consumption. And in 2020, online sales grew at their quickest charge since 2007. On condition that on-line buying returns often end up in landfill with out even making it to anybody’s wardrobe, this seems like a step within the improper path.


(*4*) that, after the pandemic, we’d like to shift in direction of a round economic system through which waste and air pollution are faraway from the system. Right here, then, are 4 examples of clothes companies which were utilizing lockdown to put this very best into apply.

Making youngsters sustainable

Entrepreneurs view the early years of childhood as a golden alternative for getting mums and dads to purchase extra stuff–not least as a result of younger youngsters develop so fast. New dad and mom are targeted with limitless cute garments and commodities for child-rearing, being always instructed that such purchases are important to good parenting.

Many dad and mom do flip to sharing networks to get among the issues they want secondhand–however one designer has provide you with a unique reply. London-based Ryan Mario Yasin, who gained the James Dyson Award in 2017 for revolutionary drawback fixing, designs garments that develop with the kid.

Inspired by the Japanese fashion designer Issey Miyake, who developed versatile pleating initially for ballet dancers, this revolutionary idea applies engineering ideas to materials.

Yasin’s youngsters’s clothes, that are branded Petit Pli, stretch to match children aged three months to three years–providing dad and mom a sustainable different to disposable clothes. Extra just lately he has also added unisex grownup clothes to his assortment, advertising this new vary as garments which are constructed to final.

Vigga is one other operator that’s making an attempt to make youngsters’s clothes extra sustainable, however otherwise. The Danish firm presents a subscription-based rented clothes line for infants and babies.


Mother and father who subscribe to this service obtain clothes each three months within the early years as their child grows, and fewer steadily thereafter. When the garments are returned to Vigga, they’re washed and repaired for additional use. This displays a round system the place each garment is used a number of occasions, making certain a decrease environmental affect.

A distinct sort of mall

Within the small Swedish metropolis of Eskiltuna, just a few kilometers west of Stockholm, is the world’s first recycling mall. Referred to as ReTuna Återbruksgalleria, all the garments bought are recycled, whereas different merchandise, together with meals, are organically sourced or sustainably produced. The mall opened in 2015 and is intentionally situated subsequent to the city’s recycling centre, which makes it a handy vacation spot for the outlets within the mall to choose up supplies for his or her companies.

The thought was pushed by native politicians with the ambition for Eskilstuna to be instance of addressing the challenges of sustainability. Retailer homeowners and staff undergo all of the donated items to see what will be repaired, mounted and transformed for promoting.

With shut hyperlinks to the native college, the mall offers workshops, lectures and themed days to educate wider society on sustainability apply. This additionally encourages folks into the bodily area, a technique that may very well be helpful to draw buyers again to UK excessive streets after the pandemic.

The ‘For Days’ mannequin

U.S. clothes agency For Days was impressed by the amount of clothes hoarded in shopper wardrobes. In acknowledging that we’d like to purchase much less, For Days encourages prospects to ship their outdated garments within the put up. It doesn’t matter whether or not they have been made by For Days within the first place, and folks obtain reductions for brand spanking new objects in return.

The whole approach is that nothing leads to landfill. For Days types the donated garments into colours after which mechanical recyclers convert them into new supplies to be used to make new garments. Garments will be donated in any situation–which is necessary, contemplating the low high quality of many fast-fashion clothes. For Days can also be carbon impartial, minimizing waste with reusable packaging and carbon offsetting.

If the round economic system is to succeed, in fact, customers have to embrace it. The inevitable drawback is that every of those 4 fashions is barely costlier than the mass market, and the rock-bottom costs of fast-fashion garments have reduced the brink that the common shopper would see as the utmost they might pay for one thing.

The difficulty is that these larger costs mirror the true price of assets, manufacturing, and so forth. So whereas such enterprises will entice customers who’re significantly involved about sustainability and their carbon footprints, there will probably be limits to what they’ll obtain.

To get nearly all of customers onboard and really transfer in direction of a round economic system, mass-market manufacturers want to begin pushing in the identical path. Because the pandemic hopefully begins to transfer into the previous, that’s the massive problem for the long run.

Elaine L Ritch is a senior lecturer in advertising at Glasgow Caledonian University This text is republished from The Conversation beneath a Inventive Commons license. Learn the original article.