- Lucy Woodley
- Jun 7, 2020
- 3 min read
Updated: Sep 16, 2020
Having recently completed my final year research project at University, which I surrounded around the topic of fast fashion, I have become far more aware of the importance of implementing sustainability within the apparel industry. Not only are the environmental effects widely recognised as vast and common cost associated with fast fashion, the social costs and effects on a brand’s value chain should be of equal concern to those both producing and consuming the industry’s products.
Many high-street brands have caught on to the 'fast fashion' movement, unsurprisingly, due to its ability to allow for quicker lead times and lower costs. In a nutshell, this allows consumers to expect something new each time they either walk into a store or browse online.
Zara are a prime example of fortnightly releases of new collections and lines in order to serve numerous styles and occasions, whilst aiming to provide an element of durability. Interestingly, during the course of writing my dissertation, I found that this extreme production and subsequent impact on both environmental and social dimensions of sustainability, has in fact led to them being rated an 'A+' grade in regards to their sustainability adherence.
The issue lies in the fact that acting sustainably is not a requirement, but rather voluntary for apparel brands.
Other than the financial benefits reaped from complying to corporate social responsibility and thus gaining from positive word of mouth, many brands avoid the implementation of sustainable measures due to the costs associated (such as the considerable price increase in durable and recyclable materials).
We can't expect to see all high street brands obliging to these industry-wide standards, despite the worldwide advocacy for the movement and the growth of recognition of the issue during recent years.
So, what can we, as the consumer, do to play our part?
A number of sustainable start-ups have made efforts to contribute to the sustainable fashion movement, however one stand-out online rental business 'By Rotation' have revolutionised this innovative space. I recently discovered this start-up on Instagram through iconic fashion duo Olivia and Alice, where not only did I see one of my favourite bag style and designer, but soon noticed it was rented for only £10! I soon realised this was the new big thing - move aside Depop.
@byrotationofficial
@oliviaandalice
Not only does this app allow you to style your favourite brands at an incredibly reasonable price, you're able to experiment and discover new items without breaking the bank! Win win! Solutions like this really are changing the face of the fashion industry.
It's extremely easy to look past the pair of jeans you've had for a number of years and choose instead to refresh your look with a 'trendier' pair. However, it is beneficial not only for your bank account but also the sustainability movement to look past the sense of 'boredom' that may be affiliated with an item you own, and instead find new ways for its use.
It is easier said than done, however it is also a great way to tap into your creativity. A really replicable example is simply cutting a pair of old jeans into shorts for the warmer seasons.
In light of the current worldwide COVID-19 pandemic, I have found myself becoming more attuned to my personal style. This has been hugely benefitted by the additional time many of us have been given during this period, therefore I have taken an extra step to 'rework' and 'repurpose' some of my unworn clothes and adapt them in a way which is more in tune with my current tastes. Not only do I find this a great use of my time, but I no longer feel like I am wasting perfectly good clothes!
It is too big of an expectation for consumers to only purchase from expensive and 100% sustainably sourced brands, as this is simply not the reality for the 'everyday consumer' in an effort to reduce their impact within the realm of fast fashion.
Small, conscious choices such as not buying ten £5 tops that will be worn for 2020's Spring season and never again, but rather a couple of higher priced, more durable tops are big steps we as consumers can take to moving away from the commonality in the industry being environmental and supply chain exploitation.
Links to some articles and websites I found insightful during the writing of my dissertation:
