"Sustainability" has become an ever-growing concern throughout the contemporary fashion industry and across our political and social landscape.
While studies across the fashion industry clearly indicate a rise in demand for sustainable products - epitomised by shifting buying habits and consumer preferences (Deloitte, 2021) - the term has lost its credibility amidst fervent corporate greenwashing and the 'elusive green consumer' (Harvard Business Review, 2019).
As with most targets, sustainable development is achieved through actionable strategies and consistency. What most fashion consumers fail to acknowledge is that such action only requires simple changes. Across such a large scale dilemma, small, incremental steps truly make a significant difference from a long-term perspective.
In this blog, we want to share our top three tips to becoming a more sustainable consumer:
(1) Only buy what you actually want!
Eryn Kalo lives and breathes fashion. Trust us, we know exactly how difficult it is to resist the urge to buy a fresh tee for that upcoming party! Having a diverse wardrobe keeps things exciting and offers a lot of inspiration for different outfits. Unfortunately, these "one-off" items often get lost in our wardrobes over time and are rarely worn again - manifesting the foundation of what everyone knows as 'fast fashion'. Not only does this create clutter, it becomes a waste of raw materials, needlessly augments carbon emissions through distribution, and is a very expensive buying habit over time!
One tip that we share with our customers is to "think before you buy". For example, we've all casually shopped around, then suddenly, you stumble upon that "must-have" item. Realistically, our immediate reaction is a cost-based analysis that initiates a trade-off between its price and perceived value - known as a value proposition. What often happens is that we buy the item, love it for a week, then completely forget about it. When thinking about the value of a product, consider its longevity and compare the prospective item to your favourite pieces in your wardrobe. After this evaluation, if you truthfully believe that this item will elevate your wardrobe, then by all means, buy it! Although, if you can easily leave the store without much hesitation, we recommend leaving the item for someone else who will find greater value in it.
(2) Understand a brand
Many modern organisations understand the business opportunities presented with the rise in sustainability demand. While many brands have effectively implemented such practices, a large cohort have capitalised on this growth for market gain. From a consumer perspective, a difficult evaluation stems from the separation of a fundamentally ethical and sustainable brand to one simply "greenwashing". Here, conducting your own research into an organisation is the best way to make this distinction.
Many brands will simply market their products as sustainable, but lack any supporting evidence of these actions. Some clear signs of sustainable practice include: a strong CSR policy, Sustainable Development Goals (SDGs), material composition, production methods and packaging usage.
(3) Buy vintage and re-work clothes
Vintage clothing is the perfect way to add some character to an outfit. Such garments are often much cheaper than the high-street retailer and really enhances the individuality of an outfit!
Nonetheless, when buying vintage clothes, always remember that fashion is about how it makes you feel! We often find that because this trend is such a pertinent one in the modern fashion era, consumers tend to buy vintage items from popular brands for their cheap price, irrespective of whether they actually like the garment itself. Just because an item is seen as "trendy" does not mean it's right for you. Remember tip 1, only buy what you actually want!
Combining vintage items and modern wear is a great way to add different layers to an outfit - making more of a fashion statement!
For example, in the outfit below, the vintage Harley-Davidson black tee in isolation draws a lot of attention the outfit's upper half as it has been accentuated by the contemporary silvery jewellery, tote bag and tonal colours - giving a real edge to the fit.
*Outfit from our Pinterest - find more inspiration here.
Alongside buying vintage, re-working clothes is a fun method of expressing your creativity and showcasing your own style. This method is the perfect way to bring some life back to your old items.
That concludes this blog post! If you have any sustainability tips that you'd like to share with us and the community, be sure to leave a comment below!
Speak soon,
Eryn Kalo Creative
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