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Green fashion

September 17, 2013

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London Fashion Week is unlikely place to promote sustainability. Not if you are Vivienne Westwood. With zombie like make up, her Sunday show hinted something direr. Models wore shirts with the message Climate Revolution and after the show Vivienne said: “Buy less. Choose well. Make it last. Quality, not quantity. Everybody’s buying far too many clothes.”

But not all companies are tackling sustainability in the same way. Whilst high end fashion is trying to remind us of reuse, fast fashion is increasingly betting on recycling. Upscale fashion brands are promoting thriftiness trough high quality materials and great handwork. They claim their value is in long lasting products we can use over and over again. On the other hand, fashion retailers are capturing latest trends by constantly changing their lines and using cheaper materials. Therefore they are convincing us to care for the environment by returning outworn items to their shops, so they can recycle and reuse it for us.

One way or another, fashion industry has recognised sustainability is becoming ever more important to consumers. We now buy almost half of our fashion items at fast retailers and in the US alone $41 billion worth of merchandise is discarded every year. It seems we do not feel comfortable with throwing all those things away.

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From → Zeitgeist

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