Shop for ethically-produced products that you can wear for a long time, writes Nontando Mposo
AS ONE of the biggest contributors to the global economy, the fashion industry has a responsibility to help protect the environment. But with fast fashion – a term used to describe the “out-with-the-old-and-inwith-the-new” whirlwind being the norm – consumers are buying as many garments as quickly as possible and it’s costing the planet dearly.
Sustainable fashion, or eco-fashion, is one of the latest buzzwords. It speaks to a design philosophy that aims to help support a system of environmentalism.
Through the years, industry powerhouses have dedicated millions to massive campaigns showcasing their conscious collections. But do consumers understand what sustainable fashion really means?
Fashion retailer H&M’s global head of sustainable fashion, Catarina Midby, says sustainable fashion should start at home by educating yourself about ethicallyproduced products and by buying less.
“It’s not even about thinking sustainability, but it’s about being responsible. I don’t overconsume… I buy things that I love and I wear them for a long time. Although I am a fashion addict, my closet is not that big. I clear it out now and again and give clothes away to family and friends,” says Midby.
Midby was in Cape Town last month for an exclusive H&M’s open house event where the media were treated to an exclusive viewing of the retailer’s AW 15 Studio Collection.
With more than 3 600 of stores dotted around the globe, the Swedish fashion giant is one of the biggest clothing retailers in Europe. It will open its first full concept flagship store in sub-Saharan Africa in Cape Town in October followed by a Joburg branch later in the year.
The retailer sells the latest in men and women’s fashions, including basics, sportswear, stylish evening wear and casual street style looks.
H&M is one of a few retailers leading the evolution of “eco-consumerism” and “sustainable fast fashion”, with a number of programmes and ranges using sustainable materials such as certified organic cotton and recycled-polyester sequins.
It was also the first company to launch a garment collecting initiative where you can drop off clothes to be recycled at any of their stores.
Midby says that creating sustainable fashion is a task they take very seriously.
“It’s a very clear goal and task for us. We try to use as little materials as possible and all our products are market conscious with an added sustainability value,” she says.