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Fast and ruinous fashion!


A t-shirt + a pair of jeans = 10 tonnes of water!

Let’s do the maths: To produce a single t-shirt made of conventional cotton, 2,700 liters of water is needed. And as for a single jean, this amount is 7.570 liters. Total: more than 10 tonnes of water! 

Here is the ugly truth. Yes, you already understand. Fashion is the second-largest consumer of the world’s water supply. Fashion. Surprised? There is even more…

Welcome to the diamond-shinin’ fashion world! 

Fashion industry is fancy and vivid. And also, astonishingly fast paced. There used to be two main seasons of the year when fashion brands would release collections: Spring/Summer and Autumn/Winter. Now, fast fashion retailers release nearly 52 micro-seasons instead of the usual two. This means each and every week, a new collection is kicked-off! 

Fast fashion, definitely turns into the rhetoric of fast-moving consumer goods, triggering the unconscious consumption.

Who is the devil? The wearer or the creator?

Fast fashion is an insidious formula to exponentially increase the consumption. A genius marketing approach enhancing the production and volumes incrementally. But, this comes with a price, as usual…

The fashion industry:

  • Produces 10% of all humanity’s carbon emissions, emitting more carbon than international flights and maritime shipping combined. 
  • The second-largest consumer of the world’s water supply.
  • Last but not least, pollutes the oceans with micro-plastics.

Fast fashion creates disposable clothing. The lifetime of the products decreases dramatically. That’s why, 85% of all textiles go to the dump and mostly burned each year. Burned! Not recycled! Think of the economic loss and the damage given to the world!

Do you think it is over here? Unfortunately, no! There is still more: Washing clothes, meanwhile, releases 500,000 tons of microfibers into the ocean each year, the equivalent of 50 billion plastic bottles. 

Solution: Wise Consuming 

Fashion is, of course, not the devil to fully blame. It is on us, our responsibility to force the system. Be wise in consuming everything. First and foremost, the fashion!

  • Buy what you really need. Believe me, you don’t need 100 pairs of shoes!
  • Fast fashion is an illusion. Don’t get carried away. Don’t try to cope with the fatuously fast changing trends.
  • Don’t buy that incredibly cheap t-shirt. If it is unbelievably cheap, than there may be something behind the curtains. Inappropriate working conditions, cheap materials harmful to health and nature, unethical trade, etc. Just think…
  • Choose long life products, not disposals, that are to be in the thrash after one or two use!
  • Prefer eco-fashion brands but be also aware of greenwashing.
  • Leave your shopping addiction behind. Save your money. Enjoy the simple life.
  • Protect yourself and protect the planet…

Know what you consume!

Awareness is everything. Be aware what, why and how you consume. See what is behind the fancy packaging. It is not only the environment affecting negatively. But also think of the labor rights, child workers, and various inequality damages given to humanity at all.  

These very simple steps will totally benefit you, the planet and the humanity. You can also overcome your eco-anxiety via these practical ways. 

Progress is always good, even its imperfect…

So, why not #ActNow? 

Watch documentaries on sustainable fashion: 

1. The True Cost

2. River Blue 

3. Alex James: Slowing Down Fast Fashion

4. China Blue

5. The Next Black

6. Made in Bangladesh

7. The Conscience of Clothing

8. The Clothes We Wear

9. The Machinists

10. Unravel




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