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  • Writer's pictureDaria Mudrova

The global fashion trend "Sustainable Fashion"

On a new decade, and humanity is confidently entered with a new fashion, "Sustainable." To save the planet, people and companies promise to produce and buy less, wear longer just don't throw it away and learn how to recycle even more. The textile industry ranked second after oil in terms of environmental pollution. It worries big companies, who try to minimize the negative impact of the production of things. Also, this topic is now being discussed by progressive opinion leaders, Celebrity bloggers. After all, as they say: "Demand creates supply".

Pulling your favorite jeans in the morning have you ever thought that it takes about 30,000 liters of water to produce cotton on just one pair of denim pants? ! If not that is the time to ponder in this direction. A new trend of sustainable fashion - "conscious fashion" is gaining popularity in the world. It replaced "fast fashion."

According to the "One Green Planet," the textile industry ranks second in the world in terms of environmental pollution after oil production. In this connection, the creators of clothes began to massively switch to the "green" side. Whereas earlier mass-market manufacturers tried every month to please their customers with new products, copying trends from high fashion catwalks, now on the contrary priority is given to the idea of​​responsible and environmentally friendly consumption. Buyers actively help with this with their daily choices. Investing in the phrase "Dressing wisely" is a whole new meaning.

photo by Irina Chistikina

According to some estimates, most of the things in our wardrobe are worn no more than four times. But is not the price great - pollution of the world's oceans and, as a consequence, global warming - to show off several times in a new dress? According to the US Environmental Protection Agency, 13.1 million tons of clothing are sent to landfill every year, of which only 2 million tons are processed.

But the problem with disposal is just the tip of the iceberg. We all strive to wear natural fabrics, but few people know pesticides and herbicides are used to save plants in the production of cotton and flax. In pursuit of the needs of the textile industry, farmers do not have time to restore the soil, as a result, it is depleted. To grow something in such fields becomes impossible.

photo by Daria Mudrova

Conscious fashion is not only about environmental friendliness, it's also about the working conditions of those who sew shirts and trousers for us. It's no longer a secret that in factories for sewing clothes often use child labor. Boys and girls work almost for food, getting a penny. Also, in the pursuit of profit, employers often neglect safety precautions.

One of the worst disasters in the textile industry occurred in 2013 in Bangladesh. A decrepit eight-story building collapsed under his rubble, more than 1,110 people were killed in clothing workshops. But there is a way out - to stop this ruthless fashion - race and moderate the appetites of consumption. In the West, this concept has already come to taste. It's not fashionable to buy stuff in America now, people rent. Everyone does it including celebrity. The concept "Rent once" easily moved from the world of apartments and cars to the world of things. Renting a dress you actually extend his life.

Photo by Anastasia Davydova

Clothing exchange parties come into fashion. Remember how did you share your read books before? Now you can also easily change your wardrobe. This also includes holding thematic challenges. One of the most relevant is "A year without purchases". People challenge themselves can they live 365 days without acquiring anything new in your wardrobe. Second - hand stores are gaining momentum. Buy things already in use, it has long been normal, including in Russia. Thus, you can buy vintage or branded little things for real money.

In the USA of people donating their clothes to charity or to local second-hand clothes, that is encouraged at the state level, such enthusiasts write off part of the taxes. And in many American homes, there's an additional tank for collecting used clothes, which is subsequently sent for processing. True this part is not so smooth as I would like. Technology is able to give life " Clean" tissues without impurities. For example, if your blouse is 80 percent cotton, and on 20 of polyester, then it is unfortunately not suitable for recycling.

photo by Irina Chistikina

One of the new concepts is considered " Clothing subscription." Manufacturers offer to subscribe to specific things, for example, white t-shirts. As soon as you understand your t-shirt is worn out send it for recycling, manufacturers will send a new one in return. Some brands, in order to attract informed buyers, propose that they are recycled in a centralized manner in exchange for discount coupons. Others went further: point to tags, in what conditions, and by whom this or that thing was made. Often you can notice such inscriptions, like " Organic" (organic product), "ecofriendly" (environmentally friendly), "not tested on animals", "fair trade labels" - the standards of field workers in third world countries are observed. Already proven that the presence of one or more of these phrases significantly increases sales.

photo by Irina Chistikina

The fashion industry has entered a new era for itself, the so-called "Informed consumption". The thinking of manufacturers is changing, and customer attitude. If global recycling ideas are far from you, then you can try to start small. Holding a hanger in hands with a new dress, think about and how many times do you want to wear it, and do you really need it?

Posted by: Daria Mudrova, beauty expert, blogger


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