Road to Sustainable Fashion: Breaking Free from the Endless Trend Cycle

As environmental concerns and social consciousness arise, the fashion industry finds itself at a crossroads. Many customers are already conscious of the true cost behind every fabric they buy. Many activists who are also customers demand that corporations be more mindful of their production. Several corporations have already rebranded and are promising sustainable fashion.

However, shifting from fast fashion to sustainable fashion is not an instant process. It is akin to swimming against the current. Fast fashion still holds greater appeal for many customers. The reason is obvious: it's cheaper. If it's cheap, we can save more money or buy more clothes. More items mean more options for mixing and matching. This way, we can remain fashionable and follow the trend each time it changes.

We can observe that fast fashion thrives on people's innate desire to follow trends. It exploits the allure of new and ever-changing styles. By swiftly replicating runway looks and delivering them to the masses at remarkably low prices, fast fashion entices consumers to consistently update their wardrobes to align with the latest fads. Therefore, shifting towards sustainable fashion requires breaking free from the cycle of trends.

Endless Trend Cycle and the Triple Planetary Crisis

Before we delve into how to break free from following trends, we need to discuss how the trend cycle works and how it affects our environment. Fashion trends operate like an infinite cycle: new styles emerge, people buy cheap and buy more, new trends emerge, old clothes are discarded, and new clothes are purchased. Throughout this process, the pollution, waste, and emissions of fast fashion contribute to the triple planetary crisis.

Let's examine an example. What types of clothes are trendy in 2023? High-waist and wide-legged pants such as culottes and cargo pants, right? People usually pair them with crop tops. We see many K-pop idols wearing these types of clothes. Their fans wear them too, as well as non-fans. It's popular among young people.

K-pop idols might wear expensive brands, and so do their affluent fans. However, this doesn't mean that less privileged fans can't wear them. If we browse popular online shopping platforms now, we can easily find these types of clothes at affordable prices. People are eager to follow the trend, and the industry is always ready to provide cheaper options.

Once a type of clothing becomes popular, so-called fashionistas often buy it excessively. They purchase several cargo pants and crop tops in different colors, materials, and slightly different models. This is done to avoid wearing the same clothes too often. There is a notion that it's embarrassing if people notice us wearing the same clothes repeatedly. Hence, people continue to buy more clothes even if their closets are already full of items they've only worn once.

The root of the desire to follow trends is a combination of psychological and cultural pressures. Many people are quick to judge others based on their clothing choices, and many only feel validated after receiving approval from others. This is why they dress like many others do. However, this self-imposed pressure, combined with societal pressure, has no end.

It doesn't take long for new trends to emerge, and the cycle of shopping begins anew. The old clothes remain in the closet or are discarded by their owners. This is how the cycle continues. The Earth is left with non-biodegradable waste. Meeting the demands of rapidly changing fashion requires manufacturers to produce clothing at a rapid pace, often involving resource-intensive processes that consume significant amounts of water, energy, and raw materials.

Theroundup.org has collected data from UNEP, Global Fashion Agenda, Ellen MacArthur Foundation, and Science Advances to highlight several concerning textile waste statistics. According to the website, the fashion industry produces up to 100 billion garments annually. As much as 92 million tons of clothing end up in landfills each year. Only 20% of textiles are collected globally for reuse or recycling.

Almost 60% of all clothing materials are actually plastic. Examples of these synthetic fibers, such as nylon, acrylic, and polyester textiles, are now ubiquitous in our wardrobes. Textile production generates 42 million tons of plastic waste annually, making it the second-highest industrial sector contributing to plastic waste after packaging.

Whenever a synthetic garment is washed, it releases tiny plastic microfibers into the water. Up to 500,000 tons of microfibers end up in the ocean annually. Textiles and fashion waste contribute to 9% of annual microplastic pollution in our oceans. Additionally, the footwear and garment industries combined are responsible for 8% of global greenhouse gas emissions.

In summary, the desire to follow trends contributes to three planetary crises. Unsustainable patterns of consumption and production significantly contribute to the triple planetary crisis, along with global social injustices.

 

How to Break Free from the Trend Cycle

Now that we've seen how following rapidly changing trends negatively affects us, let's explore how to break free from this cycle. Here are several steps that I believe will help to liberate ourselves from the trend cycle:

1. Self-Reflection

A life-changing journey always begins with self-reflection. We need to take time to reflect on our personal style, values, and what truly makes us feel confident and comfortable. An easy way to start is by thinking about the clothing items we naturally gravitate towards and feel best in. This way, we won't be easily swayed by trends that might not even make us comfortable.

2. Educate Yourself

Another crucial step is educating ourselves about the negative impact of fast fashion. Learn about the environmental and ethical issues associated with constantly following trends. Understanding the consequences can motivate us to make more conscious choices.

3. Mindful Shopping and Slow Fashion

Before making a purchase, ask yourself if the item aligns with your personal style and if you can envision yourself wearing it for years to come. Avoid impulse buying and opt for pieces that truly resonate with you.

Remember the quality-over-quantity mindset. Focus on building a wardrobe of high-quality, versatile pieces that can withstand the test of time. Invest in classic, well-made items that can be mixed and matched to create various outfits. Embrace slow fashion, which emphasizes mindful consumption.

4. The Classic 3R (Reduce, Reuse, Recycle)

What if you don't have the money to buy sustainable clothes? That's okay. It doesn't mean you can't live a sustainable life. The best thing to do in this situation is to stop shopping. Resist the temptation to buy cheaper, trendy clothes. This is an effective way to reduce your consumption.

It's better to focus on the clothes you already have, reusing and recycling them. It's okay if those clothes are products of fast fashion. Don't discard them; instead, make the best use of them. However, the next time you have money, be sure to be mindful and embrace the concept of slow fashion.

 

Note: Support Sustainable Brands, But...

Supporting sustainable brands is an important aspect of breaking free from fast fashion. Sustainable brands not only offer good-quality clothes but also have eco-friendly production processes and ethical labor practices. Supporting these brands will benefit us in the long term. However, supporting them shouldn't lead to careless shopping. Avoid getting trapped in another cycle of trend or green consumerism. Remain mindful of everything you purchase.

Another thing to remember is to be cautious of greenwashing. If you're not familiar with it, greenwashing refers to the practice of making misleading claims about the environmental friendliness of products or services to appear more environmentally responsible than they actually are. Customers can be misled into thinking they are making environmentally conscious choices.

To avoid falling victim to greenwashing, make sure the brands you support genuinely prioritize ethical and sustainable practices. Track their production processes and do not hesitate to demand transparency. Do not purchase clothes that do not provide detailed information about their materials.

Allow me to provide a brief example of how to trace a garment's production through the internet. One of the fashion brands that promises sustainable products is Berlook. You can visit their website and click on one of their products, such as the "Tie  EcoCosy® Viscose Palazzo Pants." Reading the description, you'll discover that these pants consist of 92% EcoCosy® Viscose and 8% elastane.

It's already known that elastane is generally unsustainable, so I won't delve further into that. Let's shift our focus to the primary material: EcoCosy® Viscose. EcoCosy® is a brand renowned for its sustainable products. When we visit the EcoCosy® website, we gain insight into its production and materials.

EcoCosy® claims that its products are sourced from sustainably-managed and renewable plantations. They also assert that their viscose is derived from 100% high-quality wood, from which premium cellulose fibers are extracted. The use of natural raw materials further ensures that their viscose fibers are biodegradable.

Sateri itself is part of the Royal Golden Eagle business group. As the largest producer of viscose fiber, Sateri is committed to responsible wood pulp sourcing, emission reduction, and community building. From sourcing to production, Sateri prioritizes sustainability and environmental protection, positioning itself as a reliable supplier of high-quality viscose fiber and a responsible community member.

Visiting the brand and company’s website is a quick way to trace a garment's production. However, it heavily relies on the transparency of the company. Thus, company transparency is crucial for customers who wish to embrace sustainable living. That's why we should not hesitate to demand transparency from brands. If you’re not sure about their claims, you can further investigate by searching for news, articles, journals related to the brand or company.

To wrap this up, I would like to emphasize once again that breaking free from the endless trend loop is a vital step in the journey toward a more sustainable future. By reflecting on our personal values, educating ourselves about the impact of fast fashion, embracing mindful shopping practices, and supporting ethical brands, we can reshape the way we interact with fashion.

Let us remember that every choice we make as consumers has the power to shape the fashion industries and foster a more sustainable world. As we navigate the crossroads of fashion and consciousness, let's choose a path that not only adorns us but also uplifts the well-being of our planet and fellow beings. The road to sustainable fashion may be challenging, but it's a journey worth embarking upon, one where style and substance unite in harmony.