Why do we buy fashion and how can we prevent this ?
Sustainability, upcycling and recycling are a few words that have increasingly become part of our daily life in recent years. In a modern context marked by excessive consumerism, all the vocabulary related to ecology has become the main focus of studies in world politics, scientific research and in our own surroundings, including fashion.
People talk about sustainability and consumption, but what motivates consumption? How have we come to require sustainability and seek a small “return to tradition” when we have enjoyed so many of the advantages and choices that industrialisation has not delivered?
The rapid rate of production joined with advertising over time has formed a group of customers who establish their necessities on a wish to possess, creating instant, superficial gratification. All this affects us psychologically in ways that are hard to imagine. As a result, “having” comes to mean “being”, reducing our individual importance and elevating the value of our possessions.
Consumption may seem like a fun activity, but it undermines our identity by prioritising short-term pleasure over the essence, efficiency and purpose of the things around us.
Clothes have changed a lot throughout history, whether it was during the 14th century when only certain social classes could wear certain materials, or during rationing imposed by the British government in 1942 when clothes became more utilitarian. Today, fashion showcases constantly evolving ideas that are grounded in the current reality and the needs of consumers. All this variety combined with the affordability of mass-market clothing speaks clearly of compensation, an attitude inherited from generation to generation.
The consumer is always looking for satisfaction by fulfilling needs and demands to improve their lifestyle, whether satisfaction comes through purchase or moral considerations.
According to psychology studies, we can see two categories of hedonistic shoppers: those who compulsively buy things to make up for their deprived childhood, and their children, who see excessive shopping as normal.
Taking this into account, we can say that all the solutions being considered by fashion designers and brands, as well as global policies, aim to reduce the negative impact that fashion has on the environment.
We’re talking about some important movements, one of which involves adopting natural, biodegradable textiles like cotton, hemp, and linen. Another is the use of alternatives to silk or leather, such as Orange Fiber, Pinatex, and Desserto, which are all-natural. The third movement uses advanced recycling technology for materials. On the other end, we have a range of stylistic approaches based on the versatility and comfort of garments that defy trends in a timeless process based on the reduction of seasons.
Changing the way people think about and consume goods is a difficult process. We cannot make the public reduce their consumption, but we can run awareness campaigns and provide environmentally friendly purchasing options. In time, we can achieve significant changes in areas such as consumption habits, recycled and alternative materials and timeless design.
But let’s consider what we can actually do to prevent and reduce excessive consumption and be part of the solution.
These changes are crucial for environmental sustainability and can encourage more responsible consumer behaviour. Here are some actions individuals can take to contribute to this goal:
1. Buy fewer items. One way to cut down on excessive clothing consumption is to buy fewer clothes. Think carefully about your clothing needs and buy thoughtfully.
Another tip is to prioritize quality over quantity. Invest in high-quality clothing that will last longer instead of purchasing cheap, fast fashion items that will quickly wear out.
Although quality clothes may be more expensive initially, they can ultimately save you money in the long term. Consider purchasing used clothes from second-hand stores or online
resellers to extend the lifespan of existing clothing and reduce the need for new items. Learn basic sewing and mending skills to repair damaged clothes instead of throwing them away. Regular laundry and storage maintenance can also increase the longevity of your clothes.
5. Simple Wardrobe: Make a simple wardrobe with a small selection of adaptable pieces that can be combined in different ways. This technique can help simplify your clothing collection and decrease the desire to buy new items often.
6. Swap or Share: Arrange clothing swaps with friends and family. Enhance your knowledge on frugal living and money management. Swap items you no longer require with something “new” without any expense.
7. Rent or Borrow: Rent or borrow items instead of buying them for special events or rarely worn articles.
8. Educate Yourself: Learn about the environmental and social impacts of fashion.Discovering the consequences of excessive clothing consumption can inspire you to choose more sustainable options.
Support sustainable brands. When purchasing new clothing, choose brands that emphasise sustainability, ethical production, and transparency in their supply chain.
Additionally, do not discard clothes that you no longer need; donate them to a charity or recycle them responsibly rather than throwing them away. Many brands have recycling programs for old clothing.
11. Mindful Shopping: Before making a purchase, ask yourself if you really need the item and if it will add value to your wardrobe. Avoid impulsive buying.
12. Reduced Fast Fashion: Be careful of fast fashion labels that manufacture clothes rapidly and inexpensively. Such items usually endure less and lead to overconsumption.
13. Minimalism: Take up a minimalist way of living by frequently decluttering your possessions and concentrating only on what genuinely brings value to your life. This can also apply to what you wear.
14. Place Limits: Think about setting a budget or a cap on the amount of new clothes you can purchase within a specific period.
Decreasing the quantity of clothes you buy is a slow process that needs a shift in outlook and behavior. We can all help create a sustainable and responsible fashion industry, while also saving money and reducing clutter in our lives, by making conscious choices.
Written by Andreea Plesa