The Uncomfortable Truth About Fashion and Sustainability
Fashion is an art. It's beautiful, captivating, and a multitude of creativity. But it's not truly sustainable.
The fashion industry is a major contributor to global pollution. It's the second-largest consumer of water and generates around 20% of the world’s wastewater. It accounts for 10% of greenhouse gas emissions—more than all international flights combined. Despite all the growing awareness of environmental issues, fast fashion brands are still on the rise, and microtrends continue to thrive.
The uncomfortable truth is that the fashion industry is shaped by consumer demand. A study by Sheffield Hallam University found that while 94% of Gen Z consumers claimed to support fashion sustainability, 62% frequently shopped at fast fashion brands, and 10% had never been to a second-hand store
Fast fashion harms not only the planet but also the consumer. During the production of synthetic clothing, over 8,000 harmful chemicals and dyes are used, many of which are carcinogenic and disrupt hormones. There's no guarantee that these toxins are fully washed out before garments reach the shelves. Then, once you own it, every time it's washed, it releases microplastics into the water—the same water we drink. The damage continues as 85% of these clothes are eventually discarded and end up in landfills.
Getty Images, Martin Bernetti
Steps Toward a More Sustainable Fashion Industry:
Refuse - If we stop supporting brands that engage in unethical practices, they'll be forced into reevaluating their practices. There are a range of websites like Good on You that provide sustainability ratings. Alternatively, you can always check the brand's website. Ethical brands are often transparent about their practices, so if a brand avoids discussing sustainability, it's likely a red flag.
Reduce – Be mindful of consumption. especially when participating in microtrends. They fuel overproduction and encourage brands to have a speedy production process, which can often involve environmental harm and unethical labour conditions. Sustainability is not just about respecting the environment but also about respecting the people who work for the industry. By consciously choosing timeless, high-quality pieces from an honest brand, you'll inevitably reduce your contribution to fashion waste.
Repair and Upcycle – Instead of discarding damaged clothing, explore ways to extend its lifespan. If sewing isn’t your calling, consider supporting brands that upcycle old garments. Companies like Neem London and Patagonia now offer recycling and repair programs.
As the founder of CD studio said, “The goal of being a sustainable shopper or consumer isn’t perfectionism! It’s leading with an intention and effort, and taking small steps that in turn, will help to create the change we need.”
As consumers, our choices shape the industry, and we can decide what we support. It's high time we make sustainability mandatory and give the environment the respect it deserves. Fashion should be revolutionary, not just because it's beautiful but because it's ethical.