Are you tired of buying a piece of clothing, wearing it a few times before it rips, or washing it a few times before it pills? Are you tired of buying pieces that are only fashionable for one season and then end up sleeping in your closet? Do you want to be able to invest in timeless pieces that will last you over time?
In this article, you will discover:
- What is Fast Fashion?
- What is Slow Fashion?
What is Fast Fashion?
Before getting into the heart of the matter, it is important to understand what lies behind the concept of Fast Fashion to understand why it is important to find out about the origin of our clothes.
Let's start by taking stock of the current fashion world to give you all the information you need to make informed choices.
How has fast fashion changed consumer habits?
Fast fashion emerged in the 1990s and was popularized by the major retailers we see everywhere today. Furthermore, the popularity of online clothing shopping has only reinforced companies' desire to produce more in order to sell more.
The goal of Fast Fashion is to produce micro-trends seen on the catwalks quickly, frequently and cheaply to make them accessible to the general public.
According to the French Environment and Energy Management Agency (ADEME), the French are buying significantly more clothing than they were 15 years ago, an increase of nearly 60%. We're buying larger quantities but of lower quality, particularly during sales and other promotional events that encourage this overconsumption.
Buying is no longer motivated by need, but by cheapness. As a result, we often find new or barely worn clothes in our closets.
What is its impact on the environment?
This race for overproduction is not without consequences for the planet, nor for the men and women who make these clothes.
The fashion industry alone accounts for 2% of the greenhouse gas emissions responsible for global warming. For comparison, this is more than international flights and maritime traffic combined, according to ADEME . Around 4% of drinking water resources are used to manufacture new clothes, and manufacturing plants use products that are as toxic to nature as they are to the workers who handle them.
The impact of fast fashion is an environmental disaster. It's also a social catastrophe, as employees often face appalling working conditions. As evidenced by the Rana Plaza collapse in Bangladesh in 2013, which killed 1,100 people.
Workers in its factories are underpaid, and it's not uncommon to see children among the employees. 80% of the textile workforce is women, and the big names in fast fashion are pressuring Asian factories to obtain the lowest possible prices, even if it means sacrificing the lives of the workers.
What do the eco-labels of these brands mean?
Faced with all these accusations, fast fashion players have decided to fight back in their own way by creating eco-friendly labels. This way, consumers feel like they're doing a good deed by purchasing clothing from these collections.
They're called Conscious, Committed, or Life. But what are these labels really worth? The answer is, not much. It's a marketing strategy designed to make us buy as much as ever, but with less guilt. This is called greenwashing, and we've written an article about it.
Even though some brands are truly committed to ecology, there's still a long way to go because reducing pollution depends on production techniques. Since fast fashion brands don't own factories, they don't have control over their subcontractors to evolve manufacturing methods and make the necessary changes.
Also read: why is cotton an essential material?
What is slow fashion?
Now that we understand why Fast Fashion is not a sustainable production system for the planet and people, we will see together that it is possible to consume fashion differently, while respecting the environment.
How do you know if a brand is ethical?
The concept of Slow Fashion is making a comeback after being overshadowed for about twenty years by Fast Fashion . This term refers to the desire of brands to create higher-quality, timeless clothing that is ethically produced from both an environmental and social perspective. It emphasizes thoughtful and responsible consumption.
Clothing labels can partially tell us where a garment is made, and the goal is to prioritize Made in France or Made in Europe labels, which guarantee good working conditions for workers. But be careful, because for a garment to be considered made in France, 50% of the manufacturing process must be carried out in France. Some brands try to fool consumers with labels like "Embroidered in France" or "French Design." We've also written a comprehensive article on fashion and Made in France.
The choice of materials is also important. Raw materials can be grown and treated with toxic products. For example, when dyeing a fabric, it undergoes chemical treatments to achieve the right color. The problem is that these treatments can be harmful. To be sure that a fabric is environmentally and human-friendly, you should refer to the following labels:
- OEKO-TEX label : the color certification that guarantees that no products harmful to humans or the environment have been used in its manufacture.
- Global Organic Textile Standard (GOTS) label : international label guaranteeing fabric made from organically grown cotton .
- WFTO (World Fair Trade Organization) certification which protects workers by providing them with fair working conditions and income.
Why choose ethical fashion that costs more?
The prices of clothing sold by Slow Fashion brands are often higher because they meet quality criteria and social and environmental requirements.
The goal of Slow Fashion brands, like Ludis, is not to keep up with classic fashion and constantly renew their collections throughout the year. The goal is to create timeless, quality clothing that can last for years without getting damaged or going out of style. This commitment comes at a cost that is inevitably reflected in the final price of the clothing. However, as we saw in a previous article, favoring Slow Fashion brands does not necessarily cost more in the long run!
Indeed, you will wear a good quality garment with a timeless design that will last over time longer, rather than a low quality garment with a seasonal design that you will quickly replace and end up at the bottom of your closet.
Conclusion
As you can see, as consumers, we have a certain responsibility for the products we choose to purchase. Buying fast-fashion clothing encourages major brands to continue their momentum and overproduce, to the detriment of the environment.
In this article, we've tried to inform you so you can have all the information you need when you decide to buy a new item of clothing. At Ludis, we strive to be as transparent as possible about the production of our playsuits and explain why they cost so much.
Please feel free to tell us in the comments which Slow Fashion brands you know and like.
See you soon!
The Ludis team 🐍