Fast fashion has a price. The environment is paying for it, and therefore, so are we. Many brands have built a unique business model based on the speed at which garments can be produced and sent to their stores. They have become giants by selling cheap, fashionable garments. They set seasonal trends and then swiftly launch new ones. But have we ever asked ourselves what happens to unsold clothing? Or questioned the environmental impact of constantly overhauling our wardrobe to keep up with ever-changing trends? In other words, we need to start asking ourselves if fast fashion can exist in a sustainable world.
The textile industry is responsible for around 10% of global greenhouse gas emissions, consuming more energy than air and maritime transportation combined.
For many years, multiple luxury fashion brands, supposedly in order to avoid devaluing their image in the eyes of consumers, would burn unsold clothing and cosmetics to stop them from being sold at a discounted rate once they go out of season.
What matters most is that consumers change their consumption habits. Many have already shown greater sensitivity in relation to environmental themes and manifested interest in buying sustainable products. According to a report, 81% of global respondents feel strongly that companies should help improve the environment, and 48% of US citizens claim to want to change their consumption habits in order to reduce environmental footprint. In 2018, there was a total expenditure of $128.5 billion on sustainable mass-produced goods. Young people show the greatest sensitivity and concern: 53% of males and females between 21 and 34 claim to have abandoned well-known brands in favour of eco-friendly brands; this percentage falls to 43 in the 50-64 age range.
Finally, there are consumers who buy second hand, followers of the “reduce, reuse, recycle” motto. Websites selling used clothing have become famous over the past decade. Going green really does pay off. (source: lifegate.com)
We offer a range of timeless clothing, which can be used and reused and will never go out of fashion, all made of organic materials, such as natural cork, cotton, bamboo and hemp fiber, comfortable and eco-friendly.
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