With global warming coming closer day after day, sustainability becomes a hot topic in the headquarters of many companies. However, one of the most important industries to take some huge steps is fashion as it is the second biggest polluter on the planet. Having said that, it is logical to ask the question: whose responsibility is it to turn fashion into a less environmentally harmful industry?
It is quite a common answer that fashion brands are responsible. And there might be some truth there. Brands have to do their part and implement strategies reducing the waste, water consumption and unethical labour. Whilst it is much harder for big names to go down the long chain and implement those changes, there are many many fresh brands who are ethical, sustainable, and environmentally conscious.
Now, taking into account that a lot has been happening already on the stage with innovation and options to choose from - a variety of sustainable options - I think we should ask the question again: who is responsible for making fashion sustainable?
It’s YOU! You are responsible! And me! And all of us. We all do have that choice whether and what to buy, and we should not blame organizations if it is us making the decision. There are plenty of places where you can pick an outfit guileless that you are contributing to the destruction of the planet. And it is not only about choosing sustainable brands over fast fashion. There are many ways you can be responsible:
Shopping unique vintage pieces
Swapping clothes through events or local initiatives
Investing in high-quality pieces that will last a few seasons
Recycling clothes by giving them another purpose
Donating clothes to charities and people in need
Wearing clothes for longer time (even if they are fast fashion)
Having all that power of choice and action in our hands it's up to us to determine the future. Let’s not blame brands for doing the damage because it is us buying the product. And if we all can determine the consumer behaviour everyone else will have no other choice but to follow.
Sincerely Yours, Elena
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