Happy World Earth Day! Let’s come together to reduce greenhouse gas emissions, reduce pollution levels and begin to make more eco-friendly decisions!
The fast fashion industry has completely revolutionised the way we look, choose and buy our clothes. This industry has been popularised for creating cheaper items of clothing at a fast paced turnaround, feeding into the trend cycles of the modern world. However, how sustainable are these fast fashion brands and should we be consuming them? The fashion industry is responsible for producing 100 billion garments a year for over 7 billion people, as well as approximately sending 40 million tonnes back to landfill or to be incinerated annually. This statistic is frightening, and the fast fashion industry is a main culprit due to the overload of items daily that is being created. For example, Shein, a popular Chinese company focusing their target market on the Gen Z consumer, churns out a whopping 6,000 new items daily onto their website – 6 times more than the popular UK brand ASOS. Brands such as Shein and PrettyLittleThing are dominating the fashion industry and are becoming the new norm, despite fast fashion being one of the leading forces as to why the fashion industry is responsible for over 8% of total greenhouse gas emissions.
How can we break this cycle and improve the way we shop? Shop sustainable! Research and choose sustainable options that are ecologically and socially responsible. Research brands that are challenging fast fashion norms, and begin to choose quantity over quality! Choose clothing and accessories that have been manufactured ethically, as well as positive towards the environment we live in. Choosing fashion items that are made from sustainable materials, buying from local businesses and learning about different sustainable options are all small ways you can change the world we live in and do your bit for the environment!
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