Fighting Fast Fashion

After learning recently that fast fashion is the second most detrimental industry on the environment after oil, I decided my new year’s resolution had to be changing the way I shop. Retail therapy is my go-to solution for any given problem, I cringe thinking about all the items I’ve ordered only to send back, or, bought only to never wear, so this would be no easy task.

Thanks to Instagram, our generation looks for spectacle in every situationand as a result, a social, political or environmental issues are only taken seriously if it they are made fashionable. A fact clearly evident in the matter of sustainability. It is beyond shameful in 2019 to be seen in Pret ordering an oat milk flat-white in anything other than a reusable coffee cup, to the extent that it genuinely wouldn’t surprise me if Prada revealed a bespoke Stojo cup as part of their Paris fashion week show. Similarly, it is a complete millennial faux par to carry your food shopping in anything other than a reusable tote bag (extra points if the bag advocates veganism or anti-animal cruelty).

Despite this, fast fashion is a growing problem that seems to fall on entirely deaf ears. We seem to be completely unable to find a trendy solution to the cheap manufacturing methods of brands like Pretty Little Thing, and the postmodern regard for clothing as disposable.

Here are some small steps that have helped me shift towards a more sustainable attitude to fashion, without having to sacrifice style.

1. Wardrobe swap

In the run-up to a night out in London, I recently began the routinely ‘I have nothing to wear’ disparaging of my wardrobe. Previously, I would have turned straight to my next-day-delivery ASOS subscription for a quick solution, or ordered a £20 dress from Pretty Little Thing with the pre-emptive assumption of only wearing it once. But, in my attempt to be environmentally conscious I exited my hundreds of open ASOS tabs and texted my friends asking for an all-access pass to their wardrobes after voyeuristically scrolling down their Instagram’s looking for potential options. And… it paid off! I got to wear a gorgeous Zara dress, with no cost to me or the environment.

2. Depop/ Charity Shop

Depop is the entrepreneurial millennial’s take on the charity shop. An incredible community of fashion-conscious minds, selling, buying and swapping unwanted clothes. A good rule of thumb to introduce is not buying a new item until you have sold an old one- this helps control your budget and manage your overflowing wardrobe. And of course, charity shops are always a good option. There’s something special about imaging the adventures an item of clothing experienced with its last owner, and it’s a great way to find outfits that are unique whilst giving a little back to charity.

3. Invest in core staples

Next time you’re shopping think about versatile core staples that you will wear regularly and never grow bored of. Think the perfect pair of mom jeans, quality gold hoops, a LBD or a soft monochrome knit.

4. Good on You

My favourite new app ranks your favourite brands in terms of sustainability based on the brand’s policies impact on people, the planet, and animals. The scale works from 1 (we avoid) to 5 (great) helping you make informed choices and hopefully putting a little pressure on brands to make positive change! (Download for free on the App store)

5. Recycle and reimagine

Never underestimate your ability to revive a tired item of clothing. Jeans can become the perfect denim shorts; a frumpy jumper can become a flattering crop over high waisted jeans and an old dress from that year 11 disco could even become a flattering bandeau. Get creative!

For more information watch Vice’s video: https://video.vice.com/en_uk/video/i-d-a-beginners-guide-to-sustainable-fashion/5bfc1439be4077553a70fb31