Let’s do a little experiment. Close your eyes and try to imagine sustainable clothing. What can you see?
What is the first brand that comes to your mind? Is it something green? Are you excited to buy it?
See, this is why there is a problem. We know little or nothing about sustainable fashion. It is not widely broadcasted on every social platform. We do not normally catch a glimpse of it while scrolling through our feed on Instagram. Our friends do not follow the latest shows of sustainable designers. Seriously, ask your best friend to name three ethical designers and comment below their answer. It’s not to mock you or to make you feel bad; this is to make you and everyone reading this article realize how much work there is to be done.
Sustainable fashion might seem like this frightening and unimaginably expensive concept that we, common people, have nothing to do with. Often there is the misconception of the fact that a single person’s purchase cannot change the world. You are saying, “My one little voice does not matter.” What if someone told you that it does? What if your decision to make more conscious purchases can inspire someone to buy less of the fast-fashion? It could be your friend, your sister or co-worker? What if then they inspire someone in their circle? And before you know it, you have made at least 50 people rethink their purchasing habits.
You are saying, “My little voice does not matter.” What if someone told you that it does?
Photos: Sarianne Solio
Now, of course, the consumers can shift the way businesses operate, but in order for a huge change to be made other parties need to get involved. Right now, we are witnessing loads of fast-fashion giants shifting towards seemingly better practices, going green and what not. While some of the brands do have the potential of becoming cleaner, others simply cover up all their dirt with an “eco-friendly” sticker. In order for an actual change to happen, huge corporations should re-think their entire chain of production, instead of greenwashing and brainwashing potential consumers to believe that they are sustainable.
“In order for an actual change to happen, huge corporations should re-think their entire chain of production.”
The humanity learned and developed so much over the past decades. We know how to make profit, but somehow forgot how to be human. At this point, we are all aware of where most of the fast-fashion comes from, the same way as the marketers realize what they are advertising to us. It seems to be a never-ending cycle of us wanting more and companies providing even more. The solution, however, is not more – it is actually a lot less. As an extremely materialistic society, the only way to survive and save our planet is to start questioning what we buy and why. Do I like it because it’s cheap or do I actually need it? The same way corporations should shift their thinking from how much this collection can make to how to keep the profit high and be as sustainable as possible. Sustainability is not a trend, it is part of the fashion revolution. Are you in?
“Sustainability is not a trend, it is part of the fashion revolution. Are you in?”
About The Author
Yana Basenko is a Helsinki based creator. She shares her creative journey on instagram where you will find her exploring between photography, fashion or design. She is a risk-taker and likes to challenge herself by often trying new ideas and constantly reinventing her style. One thing that never changes is that she likes to be raw and honest, she prefers to catch the attention by challenging the norm rather than conforming to it.