Fast fashion? No thanks. Why sustainability can also come with style.

“Fast fashion” refers to the fashion industry’s development of producing very cheap clothing for the mass market and reacting to the latest trends with constantly new collections. The Zara brand brings out 24 new collections a year. Measured by the cost of production, all of them are very cheap.

But while fast fashion is actually cheaper, the indirect price is much higher - and others pay that price. Our environment, animals and the people involved in the production chains. The more and the faster clothing is produced, the more the raw materials and energy consumption increase.

In 2020, the clothing industry accounts for a full 8% of global greenhouse gases. And the materials commonly used also pose a problem. 60% of the world's clothing is made of polyester, which is made from petroleum. When a piece of clothing made of polyester is washed, around 700,000 microplastic particles are released that are not normally filtered out by washing machines. These then enter the groundwater and our oceans via the sewage system, causing massive damage to our ecosystem.

But it is not just the environment and climate that are suffering: the Global Slavery Index describes the clothing industry as the world's second largest driver of modern slavery. Precarious employment relationships, poor pay and unhealthy conditions are an integral part of the textile industry. 90% of all employees are women. Many of them often suffer serious health consequences due to the chemicals used.

These conditions do not seem to resonate with consumers. We now buy on average 60% more clothes than we did 15 years ago - and we only keep them for half as long. This urgently needs to change. We need to send a clear message to the clothing industry.

Rethinking clothing consumption

Reflect on your consumption. Critical purchasing behavior is always a good idea in principle. Especially when we buy new clothes, we should consider: What do I really need? And how long will it last? In principle, buy less, make wise decisions and take good care of your clothes so that they last a long time.

A great idea that is also fun is to organize a clothing swap party with friends. We all have something hanging in our closet that we no longer like or that no longer fits, but that can still bring great joy to others. There is almost always a good swap deal.  

Buy second-hand

Aside from self-organized clothing swap parties, there has long been a wide range of shops where you can shop for second-hand clothing. Whether you're looking for hot vintage pieces or collectible jewelry, with a little research you can quickly find the best treasure troves in town.

Of course, this requires a little more perseverance than with off-the-rack clothing. It can take a while until you find your new favorite item. But one thing is guaranteed: once you've found something, it'll stay with you for a while.

It is therefore often worthwhile to rethink your own consumer behavior, including when it comes to clothing. Your own style and the environment will thank you!