Fashion is one of the most socially and politically influential industries. Globally, consumers buy an estimated 80 million new items of clothing each year, according to The True Cost Documentary . This means that today, we, as consumers, buy 400 percent more clothes than we did 20 years ago!
Fashion is much more than just a garment or a piece of clothing. Fashion is an experience and a powerful form of self-expression. It is important in positioning our personal values and how we see ourselves in society. There can be a story behind every shirt, dress, bag or accessory we wear.
Fashion in general also plays a very important role in the global economy. However, it is also one of the most resource-intensive industries in the world.
What is sustainable fashion and why are we hearing more and more about it today.
Sustainable fashion means meeting today's needs while ensuring that the way we meet those needs also meets future needs.
Why is it so important?
Simply put, it's a matter of life and death. I know it sounds intense, but fashion has a significant impact on communities around the world.
It also has a significant effect on climate change, and if we are to address the existential threat of these changes, the fashion industry must urgently address its unsustainable practices.
The fashion industry is one of the most polluting in the world.
If the growth of the fashion industry continues on its current trajectory, by 2050 it could account for about a quarter of the world's total carbon emissions.
"Fast fashion" or fast fashion.
When Zara arrived in New York in the early 1990s, people first heard the term "fast fashion." It was coined by the New York Times to describe Zara's mission of taking just 15 days for a garment to go from design to retail.
"Fast fashion" developed due to cheaper and faster production and delivery methods, increasing consumer appetite for cutting-edge styles, and increasing consumer purchasing power.
This describes the fashion industry's constant cycle of creating styles and using certain materials that are then replaced a few months later with a new trend.
This cycle repeats itself over and over again, with consumers being told they must have the latest shape or look. It encourages us to ditch our clothes and forces manufacturers to quickly create garments to meet the demand for the next big thing.
This leads to massive amounts of clothes ending up in landfill and poorly made, unsustainably produced clothing that doesn't last long.
Specifically, "fast fashion" means:
- Depletion of non-renewable resources, greenhouse gas emissions, and the use of massive amounts of water and energy.
- The fashion industry is the second largest consumer of water worldwide, producing 20% of all water waste worldwide.
- It takes 2,700 liters of water to produce the amount of cotton needed for a single T-shirt.
- 25% of fast fashion clothing items remain unsold.
- Clothing production produces more emissions than all air travel and shipping combined.
"Fast fashion is not free. Someone somewhere is paying." - Lucy Siegel -
An often heard argument is that sustainable fashion is not affordable and that clothes produced this way are more expensive. However, a much greater privilege and injustice comes from not taking into account the effects of "fast fashion" on the Planet and on the people who make our clothes.
The effects of "fast fashion" are considerable globally, now is the time for a transformation of the industry according to the objectives of COP26 .
But what is sustainable fashion after all?
In simple terms, sustainable clothing is clothing designed to minimize resource depletion and avoid further waste creation and negative environmental impacts.
There is a need to combat some of the environmental damage that the fashion industry has caused in the modern era.
Sustainability can be achieved by creating and embracing the idea of clothes made from natural and sustainable fibers.
How can we support sustainable fashion and what can we do concretely now?
There is a growing movement from consumers and activists to challenge the idea of "fast fashion" and encourage consumers to be careful about what they buy.
When we go shopping, what often grabs our attention is the overall look of the outfit: style, size, shade, cut, design, and all the other aesthetic features. But when we focus on these, the material often takes a back seat.
However, the material is the basic element of an outfit and therefore should be the most important of all. This point of view is essential to sustainability and should be addressed at the first opportunity.
The use of natural and recycled fibers is critical, especially now that the fashion industry has become one of the biggest polluters of the environment.
In addition to ending up as non-recyclable waste, most of the conventional materials we use to create require enormous amounts of water – during crop cultivation and processing.
Conventional cotton, for example, is extremely harmful to the environment, as making a simple T-shirt requires thousands of liters of water.
So, we thought it was timely to remind everyone how linen (a natural fiber) could offer a solution to our desire for beautiful, durable clothes and the growing awareness that we need to live more sustainably.
Why is flax different?
Growing and processing flax uses fewer resources than other materials such as cotton. This means a more efficient use of the planet's resources.
Flax is a natural fiber obtained from the fibers of the flax plant, Linum Usitatissimum.
Linen is a durable and resilient natural fiber, so any linen clothing is of good quality and will last for many years, again resulting in less waste.
The flax plant requires less water to grow and will grow well in poor soil with fewer (or no) pesticides.
According to historical data, it has been used for centuries - about 10,000 years ago - to make everything from canvas and wallpaper to elegant clothing and bedding.
The Egyptians used linen's durability to wrap the pharaoh's mummies, and medieval knights wore linen shirts and trousers under their armor.
Linen is also a naturally biodegradable material, so any waste will simply decompose.
Flax is the perfect solution for the "slow fashion" model that we need to adopt to remedy the damage caused by mass consumption.
How do we encourage sustainable fashion?
Our philosophy is based on creating beautiful garments from natural materials such as linen from which we make wonderful casual dresses, beach dresses, long or short dresses, skirts, pants, shirts, with minimal effect on the Planet.
Versatile linen dresses are our summertime favorites.
If you have already had any kind of encounter with this magical material, you may already be familiar with its main properties, but for those who are new, here are the main reasons behind its popularity:
- it is two to three times more durable than cotton and dries at a much faster rate;
- It has natural heat and moisture-wicking properties, making it a good conductor of heat and a popular fabric to use for summer clothing.
- Natural fibers retain colors better than other materials, so linen is available in almost any color imaginable;
- flax naturally has anti-bacterial properties and is used in the production of medical bandages;
Also, when it comes to sustainable materials, linen is always brought up and praised. Linen becomes 10% stronger when washed, contrary to expectations, right?
The colors of summer are found in cool linen fabric from deep blue to sensual red, even the color of the year 2022, Very Peri.
Linen dresses are our favorites, whether they are midi length, short or long, with a wide neckline or a discreet neckline, all of them are special and all of them create a feeling of well-being in various colors.
Dress models made of linen are incredibly easy to wear, cool allowing the body to move easily. With a timeless cut, these dresses will last and you will enjoy them every summer.
How do you know if the material your dress is made of is sustainable?
Here are some checks you can do to make sure you're on the path to sustainable fashion:
- The origin of the material - this must be easily identifiable first. Check online on the website of your favorite brand for certifications related to the materials used.
- Type of materials - look for materials made from natural, recycled or innovative fibers, these are the most sustainable. In this category of natural fibers we have: linen, organic cotton, hemp, wool, silk.
- Price - when the price is too good to be true, this is often a sign of concern. Either the clothing may be coming from a place with low regulations, or from manufacturers who are taking shortcuts to make a big profit.
What material is the dress you bought last time made of?
Sustainable fashion is about protecting the environment and the people who work in it. Your choices can have a big impact.
The scale of clothing consumption and production today has a substantial effect on our planet and the communities around it. We tend to buy more clothes because we tend to get rid of the clothes we already own.
We love fashion and are always creating designs looking for the best silhouettes and cuts, but we will never produce anything that we know will not stand the test of time.
Support sustainable fashion, choose the right dress and be sure it will last a long time!
