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We live in a time of instant gratification. Everything we want is available in a few keystrokes. Convenience is king.
Fast food deliveries, nightly Ubers flights, last-minute flights and even our love lives – everything is at your fingertips. And the way we consume fashion is no different.
Fast fashion is cheap clothing made quickly in response to current trends. There is a proliferation of online brands selling everything from the latest Kardashian-esque dresses to workwear, accessories and swimwear, all at minimal cost.
Testifying to the speed with which these brands work, Kim K sued Missguided for selling imitations of her clothes before she even had the chance to wear them outside her dressing room.
And in terms of low cost, Missguided has (again) faced a strong reaction due to the release of a bikini that cost only £ 1 in June.
We live at a fast pace, so it's no wonder that many of us are drawn to the charm of fast fashion. But the speed of our relentless consumption has serious consequences and we are now about to begin to make radical changes to the way we buy clothes.
Fast fashion is a major contributor to greenhouse gases, water and air pollution and creates problematic levels of waste. And when you look at the huge quantities of poor quality clothing that we buy and redeem, it's not surprising that the planet is struggling to cope.
Last month, Oxfam released a new study revealing that more than two tons of clothes are bought in the UK every minute. The study of a thousand people estimated that 11 million garments end up in landfills every week.
"These staggering facts about the impact of fashion on the planet and on the world's poorest should make us think twice before buying something new to wear," said the chief executive of the company. Oxfam, Danny Sriskandarajah, in response to the study.
"We are in a climate emergency – we can not turn a blind eye to the emissions produced by new clothing or turn a blind eye to paid garment workers who pay paltry sums and who are unable to escape poverty, no matter what. number of hours worked.
"As consumers, we have the power to make a real difference."
But how to really become a more conscious consumer? It can be difficult to know which products are harmful to the environment or which have been manufactured using methods that are unethical or unsustainable. So you must often dig to make sustainable choices.
Slow fashion is a viable alternative, even with a limited budget. You just need a little research and a proactive attitude to get started.
Nadia Rafique, professional in learning and development and life coach, lack of time. She juggles with her career, her restless side, two dogs and is currently preparing the wedding of her dreams. But she's just started her journey in slow fashion and says she finds it surprisingly manageable.
"As I get older and thinking of starting my own family, I am really aware of the impact we have on the environment," says Nadia.
"I do not want to leave my children in a world without hope and I think we have the power to make a change and make it better for future generations.
"Fashion is such a big polluter and as I read more about it, it does not have to be like that, but things will only change if consumers ask for it. "
But where to start? Nadia's starting point was the rebadessment of the clothes she already owned.
"The most sustainable way to shop is to buy your own wardrobe," she says. I had recently cleaned up and I hung and folded all my clothes so that I could see them all and go.
"It's what allows me to see everything I own and it made me fall in love with a lot of my clothes. It's psychological but it works.
"I also love second-hand shopping because you do not know what you're going to buy. I like to find unique items and give them a new life, and you give your money to charity, which is a great feeling. "
Although charity shops are, you can not always find everything you need. And buying new clothes that are ethically made, durable, and designed to last for years can be very expensive.
For Nadia however, it is a price she is more than willing to pay for the greater good. And she thinks that the cost will eventually balance.
"Sustainable fashion should be more expensive, because the bottom line is to reduce that culture of 'wear it once' that we have today," she says.
"By costing more money, it forces people to take better care of their clothes and find different ways to wear them to really get value."
What is the impact of fast fashion on the environment?
According to the Environmental Protection Agency, 15.1 million tons textile garment waste was produced in 2013 only.
Every year, the whole world consumes more 80 billion clothes.
The fashion industry is the second largest freshwater polluter in the world and it's the responsible for 10% of the world's carbon footprint.
Almost 70 million barrels of oil are used every year to make polyester fiber, the most used fiber in clothing. And it takes more than 200 years to break down.
Cheap synthetic fibers also emit gases such as N2O, which is 300 times more damaging than CO2.
Plastic microfibers from the synthetic clothing account 85% of the material manufactured by the man found on the shores of the ocean.
One way to get around this high cost is to try innovative fashion rental formulas, such as By Rotation, which will soon be launched – a fashion rental market that is essentially the fashion airBnB.
No matter who can sign up for free, rent what you need at a cost well below the retail price and lend what you do not use as often, which means you could actually earn a little money while doing something good for the planet.
"Slow fashion is for me the result of a more conscious and thoughtful approach to buying something new; it's essentially a reduction of materialistic consumption, "Estrita Kabra-Davies, founder of By Rotation, told Metro.co.uk.
"By Rotation presents itself as an alternative to fancy shopping in the shopping streets by making top quality items and desired items accessible to people from all walks of life.
"Our goal is to transform the way we consume fashion: by asking people to share rather than own."
Eshita says that the time has come to adopt slow fashion. She says that levels of waste production have reached a critical point and that it is time to make lasting and significant changes.
"The landfills of" developing countries ", like those of my homeland (where many items are produced in the first place), are full and no longer want our waste."
Oxfam's research also revealed that new clothing purchased in the UK produces more carbon emissions per minute than driving the world six times by car. The charity estimates that more than half of British adults are not even aware that fast fashion is harming the environment.
But the good news is that more and more brands are starting to take sustainability seriously.
The Conscious range from H & M is dedicated to sustainable fashion. She offers vouchers worth £ 5 for each bag of imported recycled clothing. John Lewis and Marks & Spencer have both joined the Ethical Trade Initiative, which aims to improve the lives of poor and vulnerable people working in factories and farms around the world.
Gucci announced this week that it was now completely carbon neutral – the biggest fashion brand to date.
Paradise Row is a leather bags company based in East London and focused on sustainability. The founder, Nika Diamond-Krendel, says she ensures that her products are considered works of art and appreciated for many seasons.
"Slow fashion means valuing an item for years to come and not buying it for trend reasons, but only to eliminate it next season," she says.
"We only publish a collection of handbags a year. Collections are added to existing collections and never replace.
"I think that making purchases in a more sustainable way is buying clothes that will last a long time, and therefore choosing clothes for the composition of their materials, as well as for the design and the cut.
"The quality material of a garment always stands the test of time and, therefore, by choosing high quality items, you can naturally achieve slow fashion."
Easy ways to start with slow fashion
1) Look at the back of your wardrobe
There will be hidden gems hidden among the chaos of your wardrobe. Organizing your space could help you rediscover things you thought were lost.
2) Start visiting flea markets
If you need a new cheap outfit, look no further than your local charity shop. There is no danger that you will be noticed at a party dressed in the same dress as everyone else and that you can help a charitable cause.
3) learn to sew
Sewing is a forgotten art, but learning to repair simple holes, scratches or tears can mean that your favorite clothes last a lot longer. Try a YouTube tutorial – or ask your grandmother to help you.
4) Invest in basic items
It's difficult with a limited budget, but saving money to buy a coat or a pair of boots that will last you three, four or five years will save you a lot more money in the long run. Opt for clbadic styles rather than ephemeral trends.
It's easier said than done. And it is certainly easier to avoid buying a cheap purchase if you have more income available. But sustainable purchases should not be reserved for the most financially privileged.
Francesca MacKenzie is a blogger pbadionate about sustainable choices in all areas of her life. Now she has decided to stop buying new clothes whenever possible and says she likes to find ways to reinvent old outfits.
"It's really fun and creative to rethink your wardrobe by using clothes you would normally throw," says Francesca. "If you want to throw something away, give it to a charity or friend so it does not go to a landfill.
"As a child, I was raised in charity clothes. So I'm pbadionate about finding good deals and I love finding clothes that others will not have – it's far more rewarding for me to find something unique, and my money goes to charity in the process, rather than a corporate giant.
Francesca also learned to repair her old clothes. Now, if she finds a hole in her jeans, she pulls out a needle and thread instead of throwing it in the trash.
"Repair is a forgotten skill that saves a lot of money and prevents you from throwing away your favorite clothes," she says. "Most of us have been raised in a highly consumer-driven world, where buying and selling is the norm.
"The majority of us forget that our everyday choices make a difference and that these choices apply to every aspect of our lifestyles, including fashion."
More: Fashion
As Francesca says, it is possible to find joy by rediscovering outfits and lasting clothes for years – but this will likely result in a major change in attitude and behavior.
A survey conducted by Censuswide this week revealed that almost a third of the wardrobe of an average British adult was not worn and that impulse purchases would be a major cause – 24% admitting to buying clothes that they have rarely worn on a whim.
September of opportunity could be a good place to start. A promise of 30 days to buy only second-hand items, in charity stores, auction sites, online markets or wherever you can find them.
Try it – this might be the way to reduce your dependence on fast fashion.
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