A fashion revolution is coming?

Earth Day, Fashion Week. Responsible, balanced, perfect? Since the Bangladesh disaster in 2013, it is increasingly talking about the need to change the approach to excessive production, unlimited consumption, and possession race. Did six years after the tragic events the time of change finally came?

Factory collapse Plaza wound In Bangladesh, it made the most serious and carefully hidden problems of the fashion industry to see the light of day. Environmental pollution, terrible working conditions – both in terms of safety and hygiene and financial issues. Continuous pressure of time, prices and quantity.


We do not think about how our clothes, shoes or accessories are created in a shopping scarf. The point is to have more and more. Having the meaning of life? Sounds scary, even for the largest shopaholic. Fortunately, not everything is lost. Customers are becoming more and more aware – thanks to the brands themselves, as well as various initiatives that emphasize the seriousness of the problem. It started with the worldwide campaign "Who Made My Clothes?"Invented by Fashion Revolution . Photographs of clothes with hashtag #whomademyClothes The world circulated for the first time just after the catastrophic events in Bangladesh. It was the first time customers on such a massive scale began to ask about the origin of clothes, and the brands … began to answer. The Internet was circulated by photos of factor employees and manufacture owners responsible for sewing clothes, jewelry and accessories.

Many clothing companies have adopted a transparency policy. Example? American brand reformation and Poland brand Elements. In shops online Marek The price of each product is written for prime factors. From material through production to promotion – each zloty spent.

Earth Day

It is widely known that our planet Earth is suffering. The fashion industry is extremely suffering to this suffering. Water consumption (almost 7,000 liters needed to produce one pair of jeans!), carbon trace (circulating around the world of delivery from the most distant corners of the world, shipments from shops online e.t.c.) or soil pollution (hard to decompose petroleum fibers, pesticides used on cotton plantations) are the biggest problems that troubled our planet. What to do to keep these dangerously phenomena?

Clothing companies take the initiative

Being aware of the weight of the problem, and partly also under pressure from customers from the brand of clothing brand have already taken some steps to find the golden mean. The mission can be difficult, but it's always worth trying. Especially together with clients. The world -famous chain stores organize collections of used clothes, introduce collections made of innovative materials (obtained from pineapple PINATEX in the last Conscut Exclusive collection by H by H&M), they also use fabrics and knitwear, whose fibers are obtained from recycling.

As you can see, the brands have understood the seriousness of the problem and try to keep up with the needs of the environment and – more and more aware customers. Some brandy – such as Patagonia or The North Face – they have activities for the land in their DNA. Last Monday – April 22, The North Face closed all 113 stores in the USA to celebrate Earth Day. Moreover, the brand has a postulate that World Earth Day would become … a national holiday.

On this year's Earth's Day, we are proud that we can join our partners and other activities involved in [to Earth] to make Earth Day become a national holiday. We believe that when people get some time to appreciate the earth, they will feel more bound and will be more likely to protect it – said in an interview for Yahoo Tim Bantle, general director of The North Face.

There are those who do not do much for the environment, there are also such – as mentioned brand The North Face – For whom a pure planet is the goal of business. Of course, you can argue whether closing shops and the postulate of establishing World Land Day with a national holiday was not a purely marketing play. Even if it really was the world, he heard about the whole action. And that's what it was all about. Because the very awareness of the existence of the problem means a lot.

Source: thenthface.com

Problems with working conditions, exploitation, environmental pollution will not disappear from day to day – that's for sure. Clothing brands take their first steps to inhibit harmful phenomena. Even if these are shy attempts, keep it up. Without understanding and support from clothing companies, the problem will not be solved. And what can we do in this situation – consumers?

Fashion revolution in the hands of customers

Source: WGSN.com

I say: “ I check!”

Curiosity is the first step to hell? In this case, nothing could be more wrong. The revolution has a chance of success thanks to inquisitiveness. #WHOMADEMYCLOTHES Actions would not have been at all if it wasn't for a group of involved and curious customers who decided to "x -ray" the production process of their clothes chosen by them. Today, "calling the brand to the board" is nothing amazing, it is more surprising to avoid the answer – although this happens less and less often. What else can we do to join the fashion revolution?

Source: Fashionrevolution.org

I buy with my head

First of all, take responsibility for your purchases. The basic rule according to Fashion Revolution is "Buy less, but better". Invest in quality because It's about buying with concern to enjoy [purchased] longer. Search among young designers who are open to "novelties", but also highly value creating in harmony with the environment. See – Marine serre (winner of the prestigious award Lvmh prize ) and its approach to design. She made the first collection from … used silk scarves. In his collections he mainly uses "second -hand" materials. In an interview with I-D.vice.com explained:

It is not easy to find their own solutions to a small brand. The cost of recycling and innovation in the field of textiles can be excessive, so we wanted to think about creating unique elements, with respect for the environment. We exist in fashion a huge amount, but why? Regardless of whether my collection will come from recycled materials, recycled or completely new fabrics, the project will be exactly the same, so why should I not decide on sustainable development?

Marine Serre, source: Fashionunited.com

I exchange and create

Check the offer of local craftsmen. remember about resale platforms , Second Handach and .. Second Chance. Not every hole or discoloration means saying goodbye to clothing. You can fix in many ways, just look for ideas. There are plenty of them on the internet. It is still diy. Movement do it yourself! grows in strength. Maybe it is worth thinking about processing clothes and accessories? Or maybe completely give up shopping? Swaps, exchange among friends, or maybe sewing course. There are many alternative to shopping, and what satisfaction ..

The problems that the fashion industry is struggling with have never been so visible. Comforting that both clothing companies and clients show willingness to change. It is worth taking advantage of the situation and joining forces. For the sake of a better future. For us and for the environment.