Your spring cleaning may be a problem.

Here's why...

1. You go through your wardrobe and decide to get rid of 50% of your clothes. They don't match, they don't fit, they no longer represent you. 💁

2. You bag them up, put them in the trunk of your car and take it all to a donation center. Doing good, feeling good. 🙆

3. Time to restock! You open up your favorite websites, buy the latest trends. It's called FASHION, look it up 😉

4. They arrive in the mail a couple of days later, some of it fits, some of it doesn't. No worries - free returns! 😎

The result: You decluttered, you have the latest trends on hand and plenty of options for the next 3 seasons. It all sounds great, right? What you may not know is that...

- 65% of clothing donations end up in landfills, and 18.7% are incinerated... 🔥

- Brands that sell "the latest trends" usually rely on fast fashion principles, which may harm the environment and the workers in their supply chain. Plus, the garments that get to you may include harmful chemicals 👹

- It's estimated that 80% of online shopping returns actually end up in landfills 🤡

What can you do instead?

1. Go through your wardrobe. Figure out which items you would normally donate. How many can you...

- Repair or send for alterations?

- Gift to a friend who will love them?

- Match with unexpected items and restyle?

2. Now you're left with much less stuff for donation! Bag these items and find an appropriate textile recycling center for drop off, or use a service such as Trashie, which is practical and affordable. Now your old clothes will be appropriately recycled 🙏

3. Do you really need to restock? Perhaps the clothes you absolutely want to replace are not as many as you initially thought.

4. Make a list of what you want to buy BEFORE opening up any website or going to any store. With this list in hand...

- Find sustainable brands that carry the clothes you need. Research their sustainability practices to know what you're supporting.

- If shopping online, take your measurements before selecting your new fits to prevent unnecessary returns.

- Consider alternative shopping experiences, such as thrifting.

The result: You're left with a wardrobe that is unique, supports sustainable practices, and will last you a long time 🍃

FAQs

How to find sustainable fashion brands?

Most sustainable fashion brands will have their sustainability guidelines on their website. Be aware of the dangers of greenwashing and use critical thinking to understand if a brand is truly practicing what they preach. When in doubt, you can always consult directories such as Good On You to see how the brand scores on different facets of sustainability.

Can sustainable fashion be affordable?

Absolutely.

If you're buying brand new, you can find sustainable fashion brands for all budgets, from basics all the way to high-end couture. No Nasties has been leading the way in affordable sustainable fashion, with price points compared to H&M.

Don't forget that preventing items from ending up in landfills is also an important facet of fashion sustainability. Shopping for second-hand garments is a great way to stay sustainable and on budget. Online thrifting has gained a lot of traction in recent years, and you can find amazing deals in platforms such as ThredUp

In addition, sustainable clothes tend to be more durable, thanks to more attentive production processes. So even if an item costs more than what you would spend in a fast fashion alternative, it will likely last longer and give you a better ROI.

What's the role of Marketing in sustainable fashion?

Marketing has the power to influence consumer behavior. Through effective sustainable fashion marketing, we can help consumers learn how to make more conscious choices and bring their attention to what really matters in fashion.

How do you market sustainable fashion to consumers?

Consumers want solutions, and not problems. Effective sustainable fashion marketing will highlight new ways of shopping for clothes, how to make the most of your wardrobe, how to select sustainable garments that will last a lifetime. All while making it look cool (because it is cool!)

What do eco-conscious consumers want to see?

Eco-conscious consumers want TRANSPARENCY, first and foremost. They understand we are in a transitional period where most brands have weak links in their sustainability practice, but what matters most is what brands are getting RIGHT, and their focus on doing BETTER through actions that have the biggest possible impact.