The poor choices and the consequences

Fashion became the second most polluting industry in the world. Overproduction is one of the main problems caused by fast fashion. Along with it comes overconsumption caused by irresponsible buying patters.

When we wake up and open our closet, we are confronted by our fashion history, mistakes, bad buys, comfort buys, drunk buys, -we accumulate an incredible volume of clothes in our wardrobes.

Many of us follow fashion trends and consumer trends, have an obsession to look trendy and stylish, purchasing uncountable amounts of t-shirts and dresses just in a year, and owning more pairs of jeans that one thought necessary to own in a lifetime.  In 2018 the consumption of jeans rose to 4.5 billion pairs per year worldwide, but yet most of us wear 2 or 3 of the favorites daily. From the 1980s to nowadays, the demand rose 4times for clothing. On average a person purchases twenty-eight kg of cloths per year, it does not serve the lifespan, it is dumbed prematurely to the trash or left unworn in the wardrobes. A 2019 survey revealed that UK consumers have nearly 32’000£ worth of unworn garments!

Fast fashion became an easy answer to follow trends, garments became so cheap that you would wear it 2/3 times and chuck it away. Some fast fashion brands bring out 7’000 lines each season. Other brands focus on smaller quantities but a larger selection of designs, bringing out 40'000 new designs each year.   

Many brands choose cheaper, non-sustainable fabric to lower the costs of manufacturing. Unfortunately, recycled materials are often more expensive,  thus the retail price is higher. However, this is the problem. We want to buy more for less, as a decade ago, fashion became more accessible, allowing us to purchase seasonal collections and look trendy at the cost of the environment. 

We became slaves to fashion. We developed a wrong mindset, and it is time to change that. A decade ago we stopped carrying about the composition of the clothing, we did not paid attention anymore to manufacturing process  and the affect it has on the environment. 

Once we start prioritising sustainable fibers, alternative designers, and labels that prioritise low environmental footprint and have ethical working environments for the employees, we can change our  bad purchasing habits and compulsive buys.

 By purchasing high-quality, sustainable clothing, that can be multifunctional and last for several seasons -we help our planet.

And that is CAIĀ 's goal.