But in 2019, greenwashing is the new gluten-free, and, once again, it’s hard to paddle through the murky waters of ‘organically grown’ to unearth what actually is ethical, sustainable and a good investment, for the people who made our clothes and for the future of the planet.
“Wear clothes, don’t buy too many, make them last.”
More fast fashion retailers than I can keep count of are turning their attention to ‘conscious’ and ‘eco’ ranges, using materials made from landfill waste, off-cuts, and fruit pulps. On the one hand, this is a good thing. We vote with our pound, so by supporting a ‘kind collection’ over your bog-standard, you’re proving that there’s demand to create wear from waste and for transparent ethics.
However, by consuming any kind of fashion in a fast way, no matter how ‘sustainable’, we’re doing little to reduce our involvement in this billion dollar industry which is so key a contributor to our climate emergency.
For now, a total rejection of consumerism is unlikely, but a demand for transparency is top priority. There’s no denying that there are some brilliant companies doing everything they can to be more circular, to give back and to educate, but in a time when Instagram bios are a form of validation, it’s up to all of us to force an authentic change.