Hi , my name is Jessica Davies and for 10 years I have been a slave to fast fashion. Phew, it always feels better when you say it out loud. For as long as my bank account can remember, I have been a whore to cheap online stores who lined my inbox with flash sales and 50% discounts. From splashing my Saturday job wages (all £15 a day of it) on Boohoo when I was 15, to Missguided hauls as a skint 18 year old student and right up to my present ancient 25 year old self, panic-buying cheap last minute festival garms’ on PrettyLittleThing; it may come as a surprise to some of you but I am a huge bargain hunter when it comes to fashion. 95% of the time I’ll only ever buy if there’s a sale on or if I have a discount code. Seriously, has anyone ever sorted their browsing by Price High>>>Low?! I am constantly scouring the internet for 20% off coupons and a last minute under £20 night-out look that I can spruce up by painting a decent face and throwing on some trusty *bigger the hoop, bigger the hoe'” hoops.
My flat is filled with Ikea bags over-flowing with clothes, clothes that I barely even like, clothes that I brought because I would rather spend £15 on a dress I tolerate than upload a picture on Instagram of me in the same dress I wore out two months ago. I will openly admit that I have bought more clothes than I need, more clothes than I could ever use. And the problem is, brands have made it so fucking easy for me to do this, I would even say they encourage it. Enticing me with secret sales and infiltrating my phone with their apps and early access codes; paying influencers to front their campaigns and flooding my social media with promotions and celebrity “edits”. Instagram has exploded fast-online fashion to astronomical sales, but what may have been on-trend this week, can end up in the basement bin by tomorrow morning. Because as soon as Kylie Jenner stops wearing it, we all move onto the next style like an army of cycling-short baring, corset-wearing disciples, desperate to grasp on to some sense of celeb’ luxury without the burden of luxury prices. So where does all our unwanted, throw-away cheap clothes end up? The answer doesn’t lie in fobbing’ off all our shitty items to charity shops anymore because well, they’re just shitty. The cool kids that shop in thrift stores are searching for garm’s worthy of an Instagram post, not a faded graphic tee adorned with last months phrase of the week (RIP to all the Love Island T-shirt’s, but srsly, please stop buying these) and unfortunately the reality is, most of our £3 tee’s end up in swanning around in landfill. In fact, it is estimated that £140million worth of clothing goes into landfill each year. So exactly what burden is this forever changing, cheap fashion having on our World? And what can we do to help change this?
The other week I watched Stacy Dooley’s new documentary, where she investigates fashions dirty secrets and dives into just how much damage throw-away fashion is having on our planet. One of the most-shocking finds in the doc’ was that fashion is the second most-polluting industry in the World, alongside the oil, coal and automotive industry. Another staggering statistic from the show was that it could potentially take over 15,000 litres of water to grow the cotton need to make a single pair of jeans. An insane figure in which I could never fathom when I ‘throw’ on (I wish it was this easy to get a pair of jeans over this ass- and those cankles) my pair of £20 ASOS jeans. Toss in some breath-taking imagery of a dried up sea-bed in Kazakhstan due to water being diverted to fend for cotton fields, and visiting one of the World’s most polluted rivers in Indonesia which runs alongside some of the most in-demand clothing factories used by top High-Street brands, and it is clear to see the substantial impact our desire for low cost, seasonal fashion clothing is having on the environment. So what are the big brands doing about this? Well, unfortunately not a lot it seems. Many of the top names including Primark, ASOS and Topshop all refused to provide a comment on their commitments, or lack of, to help maintain a more sustainable fashion industry. And this is where our call to arms comes in, folks.
After this aggressive wake-up call to the impact my shopping habits are having on our planet, I’ve tried desperately to cut down my purchases on the sites mentioned in this post. I’ve turned off notifications to the apps and forced them into a small folder on my phone where they’re not constantly staring back at me (No, I haven’t completely deleted them yet- baby steps). I’ve revisited my wardrobe and picked out some of my favourite pieces I already own- some which still have the tags on them- and started wearing them more than once. I even posted an Instagram pic in the same outfit this week- BIG MOVE MY FRIENDS. And you know what? No one batted an eyelid.
But perhaps my favourite (definitely my favourite) conscious fashion change I have made so far is my switch to shopping in vintage stores. Dye my hair pink and call me a #hipster, for I have sinned against the high-street giants. I’ve always loved vintage-esque’ clothes: oversized printed shirts, floral dresses and baggy Levi’ jackets are all staples I have adopted into my wardrobe over the years but the popularity of #retro garms has seen the price for anything listed as “vintage” soar on sites like Depop and Ebay to levels my tight-pocketed self could not correspond with. This is where my new found love of kilo-sales comes in. Kilo sales are where you pay per the weight of your items, instead of each item holding a value. This is the holy grail of my fashion whore-ness. Low price, staple-making fashion which is sustainable and recyclable. UNHHHH. These take place in pop-ups around the country, and as more permanent stores. Also, don’t rule out charity shops to find some hidden gems. The great thing about clothing is that it can be washed *shock face* so buying something second hand really isn’t the end of the World. It’s time for a Fashion Revolution. Raid your parents, your grandparents (it’s okay, this is cool now), your siblings wardrobes. Swap and switch your clothes with your friends. Say au revoir to the shaming of wearing clothes more than once and welcome the feeling of falling in love with your clothes again. I’m not declaring that I’m going to stop shopping in high-street or online stores anymore because well, I’m a realist, and I’m a sucker for on-trend fashion and good deals. In fact, *confession* time, but whilst researching some flash sales for this blog post I was drawn in by NastyGal’s 50% off store-wide offer and ordered two dresses well, just because I liked them. I’m an addict in recovery guys, I haven’t made it over the hill yet. But next time you buy something off these sites or high-street stores, especially in the thrill of Black Friday season, buy it because you love it, and because you’re going to wear it until it falls apart, and not because it’s a quick fix outfit for a Saturday night, or just because it’s on sale. Those trends wear thin pretty fast.
Keep an eye out for my posts on my vintage finds coming soon.
Check out wrap.org.uk for more information on sustainable fashion.