Blog: How to reduce fast fashion

Redactie SDGs on Stage - 19 Dec 2019

Geschreven door: Julia Bree

In the society we live in, it is no diffrent than normal that you buy new clothes every month. Many new trends are shared via social media and are spotted and taken over by famous influencers. However, this is not very positive fort he environment, the production of clothing carries its costs, but an even greater cause of environmental pollution is what is done after wearing this clothing. There is a big possibility that you no longer like the clothes or that you no longer do anything with it. The clothing that is purchased on a monthly basis often leaves the store at a relatively low price, as it must be accessible to purchase it. Because there is this possibility on the market, consumers are also inclined to buy these products. It is nog always the case that the more you pay, the better. But we can say that cheap clothing is often also made of cheap material. These items of clothing are purchased, worn 1 or 2 times, and then thrown away. The garments are often not of good quality and therefore cannot be used for recycling. This as a result that a lot of clothing is burned at the stake, unnecessary labour has been deployed and we don not handle our things in a sustainable way, after all we attach little value to it. However, this circle keeps spinning. It is urgent to reflect on this topic; fast fashion is something of the last few years. Clothing production has increased by 400% in 20 years, so that it is important to think a bit about the world we are asking; “How to reduce fast fashion?” Went tot he Creativity World Forum in Eindhoven, the Netherlands and we have asked this question to various national and international students. The consumer is nota ware of the damage it is doing tot he earth, says one of the students. The government hides to not stimulate someone to make a conscious choice, furthermore, when you look around you only see the large retail chains such as H&M and Zara, while they do not have their clothing produced sustainably. Yet it is difficult to get through tot he consumer, by letting a commercial come across that one should not participate in Fast Fashion is not enough. It is important that they really become aware of the process by wich this clothing is produced and the responsibility that they have after wich they purchase a product, so that they do not immediately throw it in the garbage.

Instead of trends in the area of well-known designer brands, there should be a trend towards sustainable production. That people think it’s cool to walk around with sustainable products, that they see this as the future and a useful new trend. However, there are also counter arguments here, there is of course a reason why everyone buys these cheaper clothes, it is cheap. Sustainable clothing costs more, the entire process takes much longer, and the material is more expensive wich means that they cannot sell it fort he same price as the Fast Fashion industry can. For this, there should be a kind of subsidy from the government for all companies that can indicate that they produce sustainably, so that consumers can buy these clothes for a little less. There is still a chance that after a while you will no longer like the clothes, what are going to do as follows. Another student told us that he thinks that much less has to be produced if you continue to renew the process in wich clothing is made. It is actually true, you buy clothes from a sustainable store, this store is in direct contact with the person who made your clothes and must be able to prove this. The clothes that you buy new there, actually always remain a kind of in their possession, because when you decide that you no longer like your clothes, you find that you actually never wear it, then you get the chance to get these clothes back to bring tot he person who initially made your item of clothing. You will then receive a refund, or you can choose to have your garment made in a different form or print. This way the material always stays in one place and you give it a chance to recycle it. So, it is actually a new type of economy, in wich we now buy large quantities of non-qualitative items of clothing, if you change the economy into a re-used economy where you put the importance of the earth at number one.

Foto: Adobe Stock

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