We live in a faster-more paced world than ever, every night out we think we ‘need’ a new outfit, the likes of Instagram require us to feel we are ‘serving’ 24/7 and our wardrobes become ‘dated’ every 3 or so months. Fashion is fast and whilst we can keep up, our planet can’t. 

In recent years, sustainability has become a buzzword and turned a few heads (and noses). Just as consumers today are taking a closer look at the food they consume and the chemicals they put into their bodies, they are also looking at changing their purchasing decisions to create a more sustainable environment in the realms of clothing and fashion.

The biggest culprits in the fashion industry is “fast fashion,” or clothes made cheaply to meet demands for the hot new styles. However, fast fashion is putting our future planet at risk. Fast fashion is the clothing most working- and middle-class people wear – ASOS, Boohoo, PrettyLittleThing are all examples of fast fashion. Whilst they all have their positives and today companies are slowly becoming more aware of the damage of fast fashion, it still isn’t slowing down production or consumer demands. 

Looking at what we can do on a consumer level, it isn’t about completely ridding yourself of all fast fashion, it’s just about being aware of excessive spending and how damaging that can be. From the dyes in the fabrics to the plastic that it comes in, we are slowly and unconsciously destroying the environment to just be fashionable and no, an apocalypse should never be on trend. For example, you could limit yourself to a couple purchases every few months of items you really like and the rest, try and source from websites like Depop or ebay, hunting for second hand goodies that won’t mean you are contributing to the epidemic of fast fashion. 

Sustainable clothing is also something we need to be more conscious of. The majority of fast fashion isn’t sustainable because the demand is too high and the expectations are too great, however this isn’t to say their aren’t brands out there that aren’t trying. It’s about doing your research and looking at your own contributions to the environment and creating a balance. Think of it like a diet. We can all indulge every now and then and be naughty, but try and be healthy the majority of the time. 

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