Eco Fashion

Ethical and Sustainable Fashion

In the last 20 years, clothing has become much cheaper and more affordable. Once upon a time there were only two seasons in the fashion world and brands released two major collections a year. And today fast fashion produces new items every week, once a micro-season, 52 times a year. Manufacturers strive to transfer fashion trends from shows to stores as quickly as possible, and do this using cheap, non-environmentally friendly fabrics and low wages for workers in garment factories. To make room for a new collection, they quickly sell the previous ones. In order to achieve that, marketers lure buyers with discounts and promotions, loyalty programs and special conditions.

The market is overwhelmed with a huge amount of identical synthetic cheap clothing that clutters the shelves of shops and wardrobes of buyers. The consumer is oversaturated, but continues to fall for advertising gimmicks and buy up “the most important novelties of the season, without which the image in the mirror will not be complete”. Fast Fashion is a model in which there will never be “enough”. Fashionable enough. Stylish enough. Nice enough. There will always be something missing. What is at its peak today will be a hopelessly outdated style tomorrow.

This approach leads to the fact that more than half of the purchased items are not needed by the consumer and end up in a landfill within a year. Every fifth garment thrown out is completely new - because it is disliked, it doesn't fit into the wardrobe or there is nothing to wear with it. Every second, as much textile waste is buried or burned on our planet that would fit one large truck. Today this volume is 92 million tons annually. In another ten years, it will increase to 134 million tons. The fast fashion industry is driven by a make-sell-throw-away principle.

Fast fashion consequences:

Mass overconsumption

The volume of purchased clothing has increased by 100% compared to 1990;
For 15 years, the period of use of one item has been reduced by 5 times;
On average, only 7 times a person wears one item from their wardrobe, and many do not wear it at all;
150 billion pieces of clothing are produced annually.

Environmental pollution and waste of natural resources

10% of all greenhouse gases are generated by the fashion industry.

70,000,000 trees are cut down annually for the production of fabrics.

Only 10% of things are recycled, 90% are thrown away.

3000 liters of water is used to produce one cotton T-shirt.

It takes from 80 years to 200 years for a T-shirt to decompose in a landfill.

It takes 7000 liters of water to make a pair of jeans.

Every year, when washing clothes, 500 thousand tons of microfibers enter the ocean, which can be compared to 50 billion plastic bottles.

Slavery in the modern world.

98% of all clothing is produced in countries in transition with low-wage or even slave labor.

2 $ is the wage per day for a factory worker in such countries.

The seamstresses work without workers rights in unsanitary conditions.

Children are involved in manufacturing.

Fast Fashion is harmful to both the environment and humans. Therefore, more and more conscious consumers are demanding a change in the principles of the fashion industry, and more brands are looking for alternative production options.

Fashion is heading towards responsibility and safety.

Fashion is becoming sustainable.

What is Conscious Fashion?

The production of clothing, footwear, accessories safe (or with minimal harm) for the environment, with respect for human labor, with the prospect of extending the life cycle of things even after their intended use.

The production uses renewable resources, and the amount of hazardous waste is significantly reduced.

It is the social responsibility of brands to employees and customers, and customers to the planet. Brands that support the new fashion model: are versed in the production of fabrics: they check certificates, look for responsible suppliers, investigate the details. are constantly looking for ways to reduce the carbon footprint from production and always make a choice in favour of the environment; take responsibility for the people they work with; they combine style and safety: eco-fashion is not a beautiful or safe choice, eco-friendly clothes should be stylish, comfortable, and harmless; are open and transparent to the buyer and show all stages of production.

3 questions from the conscious consumer:

Who, how and ion what conditions clothes that they are going to buy is produced.

Who?

What is the manufacturer's environmental position?
Does the company help the development of environmental initiatives in the region and in the world and is it engaged in environmental education?
Does it protect the environment?
How close is the production to the place of purchase?

How?

What are the materials?
Was the environment harmed during production?
What environmental principles did the manufacturer adhere to?
Logistics - how long is the “transport leg” when transporting materials and goods?
Is it possible to further recycle the product and packaging?

Under what conditions?

Do employees have regular working hours?
What are the conditions of the factory and equipment?
Was low paid or child labor used?
What kind of production is the thing created: energy efficient or not?

An honest manufacturer with a transparent policy openly provides this information.

The benefits for a sustainable fashion model

Reducing the carbon footprint of production; Minimal damage to the environment; Reduction of wasted natural resources; Protection of animals and birds; Conservation of forests and oceans; Air and water purification; Reducing the amount of plastic on the planet; Supporting the well-being of people; Comfortable working conditions; Official and decent wages; Gender equality; Respect for the work of every worker in the fashion industry.

Less money is spent on buying clothes, choosing in favor of high-quality, relevant and durable things.
Own unique style - low likelihood of meeting a person who is similarly dressed.

A minimalist wardrobe, in which things are combined with each other, there is nothing superfluous and there is always “something to wear”.
There is no dependence on imposed advertising campaigns - you make your choice, not obeying the decisions of marketers.
The value of each item increases.
The risk of allergy to low-quality fabrics is lower, you feel much better in clothes made from eco-friendly materials.
A sense of satisfaction that you are making a contribution to the salvation of the planet.

You support a healthy economy with a transparent tax system.
You help develop local brands and support emerging talent in the fashion world.

Sustainable fashion principles

Sustainable fashion - smart production and consumption.

Reasonable production: ejection of any environmental pollution at all stages of production; reducing the amount of garbage and textile waste; transition to waste-free cut; the use of environmentally friendly fabrics; reduction of carbon dioxide emissions into the atmosphere; fight against overproduction; competent logistics; caring for the biological diversity of the planet; observance of workers' rights and decent wages.

Reasonable consumption: rejection of mass-produced clothing; buying less clothes; purchase of goods manufactured in accordance with the rules of fair trade; support of local producers; an assessment of the environmental risks from each item that is planned to be purchased buying used or vintage clothing; choice of ethical clothing made from environmentally friendly fabrics; second life of everything. Eco-friendly fashion is based on the conscientiousness of all participants in the process: both the manufacturer and the consumer.

Eco fashion