Most of us are left in the dark, feeding Fast Fashion and throw-away culture without being conscious of what we are actually supporting.
Today’s linear clothing system has damaged our society and planet.
Fast Fashion has taken over our lives, but as consumers are we blind to the ethics behind the fashion companies responsible? Are we made aware of why these companies clothing prices are so cheap? Or how detrimental Fast Fashion brands can be to the environment? Most of us are left in the dark, feeding Fast Fashion and throw-away culture without being conscious of what we are actually supporting.
Remember Pretty Little Thing’s 99% Black Friday discount? Where most items were as little as 10p? Something doesn’t sit right with the these incredibly low prices and multi-million profit margins. Price points as low as 8 pence, promotes the idea of clothes being disposable and a one-time wear. Along with the proliferation of social media and influencer marketing, we are fed the idea of constant newness, resulting in the number of uses of a garment to become shockingly low.
Be honest, how many times have you looked within your wardrobe and said, ‘I don’t have anything to wear’? Social Media has constructed us to believe we are unable to wear an outfit more than once ‘to post on the feed’, while looping us into these consistently changing trends/fads.
Browsing your wardrobe and feeling a sense of appreciation for each and every piece would cause much more satisfaction.
Disposable and over consumption have become the norm within our society. The vicious cycle of fast fashion brands slashing prices to increase sales, is without a doubt going to encourage shoppers to buy more and more. Generations before, would aim to shop for pieces they truly valued and would even mend them from wear and tear. The new outlook on clothing consumption is dangerous and is definitely not circular. As our clothing consumption increases, the satisfaction with our wardrobe decreases.
Our unsustainable approach to life, our purchasing habits and our relationship with fashion needs to change. This can only happen through education, awareness and as consumers, calling out these unethical brands. It is important for younger generations to learn that our planet is not filled with unlimited recourses. The unethical approach and dark side of the fashion industry, needs to be brought to light. Begin to question: What are the working conditions like for those producing the item you’re wearing? Why are there constant new collections and clothing drops every day? And how is the amount of clothes I am throwing away each year impacting the environment? Diminishing this hidden unethical responsibility from fast fashion companies begins with each one of us; educating ourselves, questioning these brands and researching what actually goes on behind the scenes.
Because let’s face it; Boohoo are not going to admit their staff work unlawful hours in terrible conditions and are exploitation of modern slavery. Let’s force transparency in this fast fashion society!
Slow Fashion, on the contrary, encourages buying fewer pieces of higher quality and durability, while having full production line transparency. With this approach we can encourage an ongoing empathetic relationship with our garments again. Buying pre-loved garments, shopping on Depop or Vinted and hunting down local vintage stores and charity shops can often lead to picking up some unique gems!
A niche slow fashion brand we love at Cohorted is Awfully Pretty, who curate beautiful handmade minimal streetwear for women. “Our approach to ethical, in-house manufacturing enables some garments to be made to measure, guaranteeing that perfect fit our customers are looking for. Leaving you with ethically produced handmade pieces for you to appreciate”.
Another small brand to consider is Muse, providing amazing quality, trend-led wardrobe staples. Their understanding of the current fashion society is one we appreciate, “In a world dominated by social media and constant changing trends, it can be easy to feel the pressure to keep up within such a fast-paced generation”. Muse produce pieces that complement any outfit, and that you will love for a long time.
Let’s challenge ourselves to curate a wardrobe full of pieces we love but with a more transparent approach to fashion. Slow fashion is still for the style conscious, it might even force you to become more experimental with your outfit choices!
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