For a few years now, a new trend closely linked to the circular economy has been spreading among fashion trends.
Environmentally conscious productions, ecological materials, repaired and/or reinvented second-hand clothes are making their way in a market that seems to increasingly focus on the search for a new sustainability.
It is very recent news that from October 2023 France has decided to support circular fashion and introduce a real “repair bonus” for those who choose to have their clothes repaired rather than throwing them away and buying new ones.
It’s called Fonds réparation textile and provides a discount of between 6 and 25 euros for repairs carried out by tailors and shoemakers participating in the initiative.
The objective is to support the artisans of the sector, while simultaneously reducing the waste and pollution produced by the fast fashion industry.
How fast fashion was born
It is a trend that has started to take hold in the last 20 years and refers to a design that quickly moves from the catwalks to everyday use.
This is made possible by some changes in the production chain, which favor the rapid and economical creation of models inspired by fashion shows, allowing consumers to purchase them at low cost. This very fast and affordable production strategy is used by large retailers.
The result is that more and more people are buying large quantities of clothes, footwear and accessories, often of low quality, with little money.
It is now possible to wear a new item almost every day and, if it gets ruined within a short time, you throw it away without too many second thoughts: the society that lives in the “here and now” imposes continuous and instantaneous gratification and the desire to always keep up with the latest trends.
In the past, on the contrary, we bought less and better: the items purchased had to last over time.
The current style of purchasing (and living) is clearly not sustainable as it causes excessive quantities of waste, erodes the planet’s resources and, above all, exploits workers.
The consequences of fast fashion
The exponential growth of the fast fashion industry has caused unprecedented environmental impact.
The data from research and investigations are now impressive, according to which thousands of tons of used (or little used) clothes end up in open-air landfills, especially in the poorest countries of Asia and Africa, with increasingly significant damage to the environment.
To give an idea of the size of the phenomenon, it is sufficient to consider that in 2014, 60% more clothes were purchased globally than in 2000 and that the average lifespan of garments has halved. The increase in production makes an enormous variety of sizes and models available throughout the year. In this way, however, at the end of the season, significant quantities of unsold material remain on the shelves and must be disposed of.
Furthermore, it is estimated that 20% of water pollution comes from the dyeing and manufacturing processes of fabrics used in the fashion industry.
What is sustainable fashion and why is it good for everyone
By sustainable fashion we mean the responsible choice of a movement that aims to satisfy the needs related to the world of fashion while respecting the planet’s resources.
Sustainable fashion actually represents a return to fashion as it was conceived in the past: slower but more ethical production processes, and use of materials that respect the environment.
It is also based on the key concepts of the circular economy: reuse, repair and put back into circulation, to extend the life cycle of a product as much as possible, reducing waste to a minimum.
How can we apply all this to our daily lives?
Certainly by making less frequent and more careful purchases: therefore buying a smaller number of clothes, but of better quality.
We tend to believe that buying cheap clothes, shoes or accessories helps us save money. In reality, having a closet full of things that will ruin within a season leads us to spend more, not less.
In this way we find ourselves immersed in compulsive shopping, fueling a circuit that, in addition to our wallet, is bad for the environment and for many exploited people – often minors.
Much better, therefore, to start reviewing our wardrobe, purchasing fewer but more selected items.
Furthermore, when a good quality object (after long use) begins to deteriorate, there is nothing better than repairing it, as the French initiative teaches us. We usually become attached to beautiful things and we already know that finding the same ones in shop windows will not be possible.
Another interesting idea is to discover the vintage market, which deals with giving new life, often in an original way, to used clothes that are well made and in excellent condition.
Shopping vintage is an increasingly widespread trend among young and very young people, who consider buying and selling second-hand items an intelligent and unconventional way of saving.
We talked about sustainable fashion in the first episode of our podcast Mica solo parole with the writer, teacher and journalist Fabiana Giacomotti.
This way we can discover how to recognize truly sustainable clothing and become increasingly aware and informed consumers.