Practise what you preach, right?

Sustainability, the buzz word of generation z. From Instagram polls to country wide protests, we clearly care a lot about sustainability, looking after our planet and the people on it. But do you ever question why fast fashion brands are still booming with sales, if we all hate them as much as we say?

The problem.

The issue we are currently facing is that there is, currently, no sustainable equivalent to the beloved Pretty little thing, Asos and Shein.

The reason these brands are so successful, particularly with generation z, is their consistent newness and accessible price point. As a generation so in tune with what is happening around us, we have an increased knowledge of the damage these companies can cause to our environment. However, we also have increased awareness of trends, and are open to wider influence and judgment – due to social media. This causes a juxtaposition, that is difficult to break. With cheap prices perfect for a student budget, paired with exciting newness and a chance to dress just like our idols, what fast fashion retailers provide can be irresistible.

Therefore….

Until sustainable values become blanket conditions for all product retailers, the huge issue of unsustainable manufacture cannot be properly tackled. But, even if you do purchase from these fast fashion retailers, there are still ways you can support the fashion revolution movement:

· Get garments amended if they don’t fit you correctly, a small price to pay to inhibit a big environmental cost – you know you aren’t going to wear them much if you don’t!

· Take a look at your wardrobe before you purchase new items – do you already own something similar?

· Sell clothes you don’t want on depop, before purchasing new – have a 1 for 1 system?

· Support sustainable brands as well as fast fashion ones – show them you care 😊

· Can your old garments be upcycled? - make something new yourself, its far more rewarding!

· Donate your clothes to a school studying textiles, they can make use of the fabric – charity shops get inundated with items and any not sold after a certain date, end up in landfill

By Freya Fowler