Sustainability. The new call to arms for all fashion heroes, dominating the fashion industry in recent years. From buying clothes made with exclusively recycled fabrics to consumer uptake in charity shop items, the sustainable fashion industry has an untenable grip on the public. I’ve been there too, the last minute pressure of last minute plans to find an outfit, scouring the internet after gutting your wardrobe to find nothing but repetitive fast fashion, the siren song of Zara, H&M and Urban Outfitters.
But to some, the pressure to move to sustainable fashion has been deemed than nothing more than a passing craze. The pursuit of acceptable sustainability has been deemed unachievable, and the cancel culture around non reputable clothing has destroyed careers left right and centre. So is it with best intentions? Or is the concept simply another trend?
In a society quick to judge, and the internet dependent on cancel culture, everyone is hyper aware of the disgraces of fast fashion, and the quick condemnation of being caught wearing something that isn’t 100% sustainable. The effects of fast fashion are forced down our throats on a daily basis, the CO2 production, child labour, waste and microplastic production are plastered everywhere all the time. So its no surprise that the more ethically aware generation, us, feel the need to make a drastic shift away from our current favourites.
And while saying good riddance to fast fashion, and living life simply with organic food and safe clothes seems like the dream, for many of us ‘normals’ its simply not attainable. To us mortals, the acceptable planet friendly brands are simply out of reach, creating an endless bitter spiral of self loathing and guilt, when were almost forcing ourselves to spend affordable prices in H&M opposed to £50 a pop on a single top on places like Depop and sustainable brands.
I mean its not to say that the sustainability movement isn’t good for the planet, its just so niche and in high regard that it becomes almost impossible for regular people to reach its standards. Sustainable living is held above our heads like a donkey with a carrot, and the endless paranoia of having to admit “oh yeah I got this top from H&M on sale” and quickly trying to justify your hate crimes with things like “oh it was on sale” or “I couldn’t find anything else” and quickly rounding off your plea with cries like “I don’t usually shop in places like that!”
And so in the endless battle with society and oneself remember that buying one sustainable item isn’t going to save the whole planet, just like buying one skirt from UO isn’t going to cause the world to collapse in on itself. And while the sustainability movement is probably motivated by guilty consciences, and less buy true do-gooders, it should be known that the effort is half the battle. There are alternate, more affordable ways to help the planet, just make sure to not buy unnecessary items, for fear of the fast fashion demon coming to take you away. Oh and make sure that sustainability TikTok and Instagram don’t find out.
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