How do we stay fashionable in a more sustainable way?
Like almost everyone in the fashion industry, I love clothes more than most things. They have helped me earn a living, put a dressing up smile on my face, provided Boss Bitch confidence at a business meeting, and captured many beautiful romantic moments. I adore the smell of a new season as we check out the catwalk trends and decide our outfits accordingly. Fashion, as I embarrassingly state to my family, is my passion (it rhymes!).
However, at some point in my career, it has become more fashionable to hashtag “thisoldthing” rather than parade in hot off the catwalk designer purchases. To spend money on new clothes and place importance on looking good has been replaced with a realization that we can live simply and use the clothes we already have to keep us warm and make us presentable. Our grandparent's generation would be scoffing at us now with comforting words such as “make do and mend” and “we survived a war”.
But I still want to buy clothes. I want to help my beloved Brands who have been crushed by the Pandemic. I want to support my own industry. So how do I do this with sustainability in mind?
The fashion market is worth around $1.5 trillion so very important to our global economy. During the past couple of years the fashion industry and its influencers have come under increased pressure to improve these conditions and be a lot more transparent about their codes of conduct.
The 6 companies that control the fashion industry (LVMH, Kering, Richemont, PUIG, Labelux, and OTB) own over 40 fashion brands. So whilst engagement in sustainability has increased during the Covid 19 crisis, we now want the fashion big boys to act responsibly and consider the social and environmental impact of their business. But just by their size alone these huge companies will struggle to provide true sustainability – it is all about vast quantities making huge profit.
At Conscious Closet we do love clothes, but we also know that fast fashion and a throw away mentality is draining our ecosystem and harming our natural environment. Large brands battle with manufacturers for better prices, which means workers are under threat of poor conditions and low salaries as suppliers are squeezed. Huge mountains of clothes sit in landfill thrown away by fickle shoppers.
So I check the credentials of the brands I buy from. Are they transparent about their production and following good practices? Do they make sure they put back in what they take out?
I am prepared to pay more for a clothing piece with better credentials. I try to support the smaller brands, those making a difference and challenging how things are done. I never throw clothes away. I donate, repair, swap, or sell.
Don't get me wrong - I can crumble at the sight of a gorgeous piece with absolutely no credentials, but try and treat my fashion purchases like my skincare (totally natural and cruelty free unless a chemical filled cream pops up that erases all facial lines!) As customers we can play a huge part in improving fast fashion waste. Every little counts.
Sustainability means longevity. Making things last! For the economy, society, and the environment. But importantly also your clothes. “Sustainable” may be this years most overused word, and “circularity” the buzz word we are sick of, but whilst buying 100% sustainably is impossible, it is what you do with what you buy that is important. The Conscious Closet strapline – Rent-Swap-Mend-Edit-Style - always reminds us how we can give our clothes and wardrobe some longevity.
So let’s continue to support the brands we love and make your purchase an investment. No more spending hundreds of pounds on lots of items you may never wear again. A few quality pieces that fit well and are cared for, can be re-worn in several ways each season and will last you forever.
Ghost silver quilted jacket over 10 years old! Example of me pulling my investment pieces out for the metallic spring 2021 trend :)
Whether your budget is a hero piece from a designer collection, a fabulous top from a value retailer, or a precious vintage find, it should travel with you through seasons, trends and events, making them worth their weight in fashion gold.
Sarah x
