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Quality. Not Quantity.

Posted by Heidi Denessen on


Clothing in the ‘olden days’ was often purchased with the intention it would be worn often, and for many years. Relative to people’s income, clothing was costly. But it was quality, it lasted, and could be repaired. And I would argue that even though individual items cost more, people in the long run spent less because they purchased way fewer items than we do now.

I wear a wool sweater that my dad bought when he was 18, it has no pills!! I am sure then, he thought he was spending a small fortune but it was worth it! It seems these days clothes are made to sell, sell, sell. Fast fashion is just as it states, FAST. Garment workers endure poor conditions and are rushed to produce with sacrifices being made to the quality and well being of themselves and the garments.

Clothes are then shipped to brands and put out to sell as quickly as possible to have a fast turn around for the next fashion trend to hit. Every year approximately 100 billion garments are manufactured and it's guesstimated that around 90% is sold, which leaves 10 million pieces of clothing unaccounted for, 'deadstock’ as it's known in fashion. So where does it all go?

Brands and retailers have said they sell them on to other partners, donate to charity or sadly, the worst outcome, they destroy the unsold, either shredded or incinerated. This has been a well kept secret within the industry.

Slowly but surely Slow Fashion is now making it's way into the mainstream. Conscious consumers are seeing the effects of fast fashion and know it ain't pretty. Our environment is impacted greatly and nature, animals and people are being sacrificed.

Dame Vivienne Westwood says it best, “My message is, Buy less, Choose well, Make it last.” I couldn't agree more. She wants the fashion industry to move away from producing so many cheap clothes and for shoppers to buy fewer items, choose them better and make them last.

It’s quality, not quantity, not landfill.

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