Slow fashion is on the rise

The future of fashion is in sustainability. Here’s how to ‘shwop’ till you drop to protect our planet.

How to shop till you drop while protecting the planet

Let’s face it: we all love shopping. But our eternal quest for the latest trend is driving brands to pump out poor-quality catwalk replicas, often in a matter of weeks. ‘Fast fashion’ creates pollution and waste – bad news for our planet. Fortunately, a shift toward ‘slow fashion’ has begun, which focuses on extending the lifespan of a garment through timeless designs and quality craftsmanship, using local and sustainable textiles.

In South Africa and abroad, designers are taking sustainable fashion seriously. Supporting this cause by shopping smartly still allows us to indulge and be trendy, without the environmental cost.

10 GUIDELINES FOR GUILT-FREE SHOPPING WITHOUT COMPROMISING ON STYLE

1 Reduce

Buy less. Invest in highquality items that are built to last and one or two highfashion items that enhance the look.

2 Reuse

Support fashion brands like Patagonia, Sealand Gear and Pichulik, which have a return-to-refurbish policy to reduce waste.

3 Reinvent

Use your imagination by creating new looks with existing clothes. You’ll be amazed at how creative you can be.

4 Recycle/upcycle

Global players like adidasParley and Pharrell Williams for G-Star Raw are using plastic retrieved from the oceans to make trendy trainers and jeans, and in SA, designers are breathing life into wouldbe waste. Wren is making stylish laptop bags from old cement bags or coffee sacks, and Pichulik is crafting neckpieces from rope salvaged from the yachting industry. The Joinery is making felt hats and totes from recycled polyethylene terephthalate (PET) bottles.

5 Refuse

Just say no to plastic bags.

6 Check the label

Look for organic cotton or hemp – both require less harmful chemicals, which means they’re less likely to destroy topsoil and pollute waterways. Avoid polyester and fluffy synthetics, which release millions of invisible plastic microfibres that pollute our oceans.

7 Get to know local, ethical designers

Put your faith in local designers like Asha Eleven, Coast and Koi, Me&B, Helon Melon and Ballo, which source local and sustainable materials. They also employ local people, pay fair wages and aim for zero waste during manufacturing.

8 ‘Shwop’ till you drop and use the hashtag #VintageWithLoveSA on Instagram

Exchanging your onceloved clothes for one-of-akind treasures at vintage stores is big abroad. The trend has taken off in SA, too. Support the Vintage With Love initiative by donating your old clothes, bags, shoes and accessories to a drop-off point at participating stores. Follow them on Instagram for details of the next sale. All the proceeds go to literacy charities in SA.

9 Wash less, wash wise

Being water wise extends the lifespan of your clothes, as does a colder wash cycle, which will release fewer microfibres. Earth-friendly washing products will help you prevent harmful chemicals from leaking into our oceans and soil.

10 Tell someone who cares

Speak up if the quality is poor. The owner of the brand will be more likely to do something about it.

“Supporting [slow fashion] by shopping smartly still allows us to indulge and be trendy, without the environmental cost”