World environment day: are our purchases really sustainable how we think?

New year, new problems, but Fast Fashion still survives.

For the uninitiated, this phenomenon is one of the most debated in fashion.

We’re talking about the production of clothing at very low prices, with the aim of offering consumers the latest trends at an affordable price.

Fast Fashion originated in the industrial revolution, which is when mass production of products began.

Since that time, the clothes have started to be sold at a medium-low price, becoming more and more accessible to the public; which until those years had been largely excluded from the world of fashion.

In the 1970s, brands such as Zara, H&M, GAP and Primark were born, becoming real giants of mass production.The pros are certainly: accessibility for everyone and the constant change to follow the latest trends; on the other hand, however, the cons are innumerable. Selling a low cost product, means producing it in unfavorable working conditions; moreover, no attention is paid to the impact that these productions have on the environment, using techniques and materials that are highly harmful to the planet that hosts us.Awareness of the issue of environmental sustainability has led more people to buy second-hand products, becoming a real trend to show off in “video hauls” (which are videos where it’s shown what's in the shopping bag), inviting others to go thrifting or to flea markets.

A challenge called #100wears was also born recently: with the goal of helping people to transform fast and frequent consumption into a slow and thoughtful one, wearing a product at least 100 times.Many companies in the fashion world try to demonstrate how they have embraced the concept of green, but in several cases, it has turned out to be just a facade argument (greenwashing). 

Did you know that 85% of the fabrics produced each year, in fact 21 billion tons, are sent to landfills? The consequence of the environmental impact is also a social problem, which is why the turning point must begin within companies and schools, places of training. 

In which case can we really consider ourselves sustainable then? Sustainability has to stop being a trend to increase sales and we have to follow certain prerogatives: respect for the health of workers and consumers and the rationalization of creative and production processes.

As Vivienne Westwood said: "Buy less, choose well, make it last".

In the meantime, Lookalikers, follow us and choose a more sustainable lifestyle, aswell stay tuned to our socials to find out more!