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Gen Z and Fast Fashion: How to produce less waste!

If we’ve learnt anything from the latest Fashion weeks, it’s that Fashion’s priorities are changing. From Roland Mouret’s campaign against the single-use of clothes hangers- to Prada encouraging her followers to “think how they spend”, sustainability has become hot news.We know some hard facts about organic fashion’s role in the ongoing climate crisis, even though, the research shows that not all consumers are well-informed. Gen-Z with their instant gratification through Instagram and smartphones have been at the helm of this mass consumption.

So how does Gen-Z take accountability of what is already a massive problem? We highlight a few points to take into consideration.


Cheap and dirty fashion

The fashion industry is inherently broken and fast fashion environmental impact is colossal. The clothes that are being produced are very fast, and consumers are making quick decisions. The deliveries are happening almost instantaneously and often clothes are worn infrequently and discarded. 

Organic sustainable clothing has been growing and more brands are turning towards greener alternatives. Sustainable initiatives have been taking place, but fast fashion has infiltrated a lot of the mainstream market and is having a massive negative impact.


Recycle and Re-use

Re-using and recycling old clothing speaks to the sensibilities of this generation. Thrift shopping and second-hand stores have been helpful in creating a unique culture. Teens these days want to support environmentalism and want to create unique styles that will, in turn, be used for their branding and social stories.

Movements like deadstock- an initiative for unsold clothes from previous seasons- are also gaining traction. Organizations like these will make people more aware of the impending problem we have at hand. 

Younger generations are starting to question many things. The obsession with owning things is also becoming an outdated topic amongst them. The sharing economy is catching on along with the list of rental services that range from Rent the Runway and MyWardrobe to peer-to-peer apps that are helping consumers get clothes while monetizing their own wardrobes.


Invest in trans-seasonal clothes

Remember to only buy items that are going to work for you all year round. Don’t spend an exorbitant amount on an entire summer wardrobe when you yourself reside in a cold and rainy London. Instead, try and invest in statement pieces that you will be able to wear for more than one season. Jeans, classic dresses, coats, and t-shirts should make for an ideal sustainable fashion wardrobe. 


Look after your clothes so they last longer

It might sound like an obvious choice, but it is also very important. If you are buying better quality clothes, they will definitely last you longer. But this also goes for the rest of the clothing you have in your wardrobe. If you look after them properly, you will have to replace them less often. From looking after your cashmere to washing your denim inside out, you should go the extra mile to ensure your clothes last longer.


Adjust how you spend your money

Once you go deeper and change what you splurge on, the whole game changed. Instead of giving it all for a dress for a wedding or just a pair of shoes that you will only wear once, spend your “investment” cash on things you would rather wear every day. Change the mindset that you should only be spending so much for “special occasions”. Consider that you will only be buying one pair of jeans per year, or one item this month. 

Leading an environmentally conscious lifestyle might seem hard, but like everything else, it is not impossible. If each one of us takes small steps to be more thoughtful, we will be able to create change even in the smallest of ways. It is time to stop making excuses, and start implementing these small yet powerful changes in your life!

Published by: Vibhuti Vazirani/ 2019-12-12

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