Sustainability is becoming increasingly important in our society. This new topic is also receiving more and more attention in the fashion industry. What is the fashion industry already doing in terms of fair fashion, and what else can it do? Are there already labels where you can shop with a clear conscience? And what does “sustainable fashion” or sustainable fair fashion actually mean?
Fair Fashion, Fast and Slow Fashion
The term sustainable fashion or fair fashion is basically divided into slow and fast fashion. Fast Fashion describes the trend to the trend, garments are rather low in quality, so that one must replace them regularly. So it is mostly about short-lived and cheap fashion. Often no natural materials are used here, and often no information is given about this type of assortment.
With slow fashion, however, the individual items of clothing are more durable. High quality, classic design and the materials are the biggest attributes. They can be used for many years and can also give a lot of pleasure to the next owner as second-hand clothes. The behaviour of the consumer plays an important role here, because he can make a considerable contribution. The materials consist of natural fibres. A natural fibre is a natural fibre from plants, animals or minerals, such as cotton or fish leather. There, a distinction is usually still made between organic, fair trade and non-organic cotton. Some labels not only indicate “organic cotton” but also the country of production. So in many places today you can also see “Made in CH” or “Product from Switzerland” as well as “Swiss handicraft” etc. So if you already have to pay a higher price today, the choice of fair products is often greater. So every assortment in every shop is bigger in terms of fair fashion.
The aspects of sustainable fashion
What can you expect from Fair Fashion and what is the difference between it and the usual trends? Sustainability in the fashion industry can mean many things. The first point is the materials, so organic materials can be used in the textile industry or certain products can be recycled. So here, natural fibres count in the line. A second important aspect is fair production and manufacturing. For example, the workers in the factories must not only be fairly paid, they must also have hygienic workplaces and must not be exposed to toxic chemicals. Of course, fair working conditions such as working hours, protective clothing, compliance with the minimum age and social security also play a major role here. Low resource consumption of energy, water & co. is also an important component for a conscious fashion industry.
Sustainable fashion – the price difference
The above-mentioned arguments flow into the price, so the sales prices of products that take these points into account and comply with them are higher than those of others that save on quality and production costs. Fortunately, in our society there is an ever increasing rethinking in terms of fair fashion. After all, environmental protection and social justice and equality should not stop at shopping. So it’s only fair to give greater consideration to regions such as Switzerland and its surrounding countries. This strategy has an enormous impact on global supply chains, shipping to the customer and can thus strengthen local labels and brands.
What can I contribute to sustainability?
Buying cheap clothes, wearing them one to three times and disposing of them in regular garbage not only results in thousands of tons of waste, but would also give the most ecological garment in the world a negative ecological balance. In addition, the market will react with overproduction because the discarded garments will have to be replaced.
When shopping, therefore, look out for “Conscious collections” or different quality seals in the individual ranges. Before buying, ask yourself whether you can or would be able to wear the chosen article several times and whether it is of high quality. If there is no further information on the desired article, ask for advice when making your purchase. If you no longer wish to wear certain items of clothing or accessories, try selling them online or passing them on to friends and acquaintances. A high-quality fashion accessory or a classic garment will certainly find a new buyer. Donations also offer help for others nowadays. Focus on quality instead of quantity. Trendy accessories can often give a personal touch to classic basics. In addition, be careful with your clothes, because washing them too often can make them brittle and make them lose their colourfastness. The washing behaviour of each individual person also plays an important role in sustainability. If you often wash a few clothes with a lot of detergent, this is harmful to the environment. Save water, make sure that the machine does not run half empty and use biodegradable detergent. Support regional labels and brands, pay attention to article and shipping information, as well as ask for clarification if anything is unclear and give a product with a higher price a chance. This behaviour also saves a lot of space in the wardrobe.