Fashion in the fast lane
WITH fast fashion expanding at a rapid rate, overzealous consumerism is having a devastating effect on the environment.
Fashion tech start-up founder Emma Howchin (below) said that buyers need to start slowing down their spending habits.
“It’s a churn and burn machine,” she said.
“It’s literally driven by demand. Consumers are the only ones that can turn it around.”
With global connectivity and access to online shopping, Emma said trends can filter down very quickly from catwalk to catalogue.
“The industry was never designed to be sustainable. Clothes have been around forever but everyone wants and needs all the latest and it’s not a sustainable move. We want expensive trends in an affordable price bracket,” she told Dubbo Photo News.
“Traditionally, high end would trickle down but now it’s on the runway and in the shops almost instantly.”
Emma says societal shifts are responsible for fashion’s fast flight.
“The instant gratification culture that we’ve become accustomed to has filtered into every industry, fashion included.”
With clothing now available at cheaper prices than ever before, Emma says it’s easy to be sucked into bargain hunting, especially for families for whom budget is a big consideration.
“But when I see the $3 price tag, I try to think about the person that wove the fabric. That’s the thing that stops me from going cheap and low quality.
Cheap clothes often don’t last very long due to their poor quality and design so they are very quickly disposed of by the owner.
“You either gather clothes in your cupboard or it ends up in landfill. Cheap garments end up at the second-hand shop where they can’t be sold either. People think they are doing the right thing, but they are not. It’s just not a feasible thing to do.
“And if they make billions of units of a $3 shirt, it’s all got to end up somewhere.” According to Greenpeace, an estimated 400 billion square metres of textiles are produced annually, of which 60 billion square metres (15 per cent) are left on the cutting room floor. Each year, more than 80 billion pieces of clothing are produced
worldwide, and after its short lifespan, three out of four garments will end up in landfills or be incinerated. Only a quarter will be recycled. Emma’s advice is simple. “Basically, we need to just slow down and think about what we are doing. It’s a straight forward issue. It’s become so fast and cheap, but really, in the end, the faster it’s produced, the more room for error there is.
“If we save to buy 2-3 good quality staples, it’s a better way – having clothes that are good quality and timeless. Small things we can change. If you make a conscious effort, there’s ways you can work around it.
“Many designers are also becoming quite conscious of fabric dyes and sustainable production while keeping costs down.
“Unfortunately, there are numerous third world economies that depend on fast fashion, despite its negative impact.
“There are whole families that rely on the industry continuing to boom like it is. It’s such a ripple effect,” she continued.
“We need to slow it down but we also need to have plans in place to help those affected.” Giving second hand clothing a new home is one of Emma Howchin’s tips for reducing clothing consumption. z Giving second hand clothing a new home
z Following the care instructions on clothes, which will make them last longer
z Considering the manufacturing business and the welfare of workers
z Choosing natural fabrics – blended materials don’t decompose easily
z Arrange a clothing swap with friends or gain advice on reinventing your wardrobe
z Take the time to research sustainably sourced clothing
z Look into hiring outfits, particularly formal wear
z Have a staple wardrobe of mix and match clothes that work together
z Figure out the clothes that work on you instead of following trends
z Get handy with a needle and thread and get creative by either redesigning or making your own clothes.