The Government won't fix fast fashion. Can consumers challenge a destructive industry instead?

It’s no secret that fast fashion is bad for people and the planet. From river systems polluted with toxic dyes and the exploitation of workers at home and overseas, to microfibres from the washing of polyester clothes ending up in the food chain and even the air we breathe, our addiction to cheap clothes is causing us serious harm. 

When the Environmental Audit Committee chaired by Mary Creagh MP published its findings after an in-depth investigation of the fashion industry, many of us hoped that the government would legislate in favour of the report’s recommendations, which included a ban on incinerating or landfilling unsold stock, mandatory environmental targets for large brands and tax incentives for recycling, repairing and responsible brands. 

To the dismay of most of my Twitter timeline on Tuesday morning, the government rejected even these mild regulations in favour of allowing the industry to self-regulate. This was particularly disappointing after recent reports that fast fashion brands are not implementing the changes they had promised to. The future of the Bangladesh Accord (which aims to secure safer workplaces in the wake of the Rana Plaza factory collapse) is also uncertain, so the chance of the industry properly regulating itself is as slim as a teenage catwalk model. 

Environmentalists and climate change activists are hugely concerned about the impact that fast fashion is having on our planet, but even if you’re a fast fashion fanatic you still have reason to be worried. In Elle Magazine’s 2018 Sustainability issue, Marie-Claire Daveau, head of sustainability at Kering, gave this stark warning: “if we don’t do this now, there will be nothing around to make fashion with in 20 years”. If that doesn’t make you quake in your boots, then I don’t know how to help you. If you truly love fashion, then you know it has to change.

So what can we do? As an individual consumer with limited spending power, it’s easy to feel powerless. But if we act together, we can hit the brands doing harm where it hurts - their profits. 

Extinction Rebellion have launched a Boycott Fashion action, where participants pledge to buy no new clothes for a year. If that sounds too daunting, the Collaction Slow Fashion Season has just started, and only lasts for three months.

Both actions make it clear that only brand new fast fashion is off the table. Participants can still buy secondhand and vintage clothes and swap clothes with friends or at a clothes swap. Mending, upcycling and making new clothes is encouraged; it’s a great way of breathing new life into old clothes, and understanding the skill and hard work that goes into garment making.

But what if you really, really, really have to buy something new? Most of us don’t urgently need new clothes, but we do urgently need to change our long-term shopping habits. Instead of panic-buying the first thing we see at the last minute, we can save money in the long run and experience more satisfaction with our purchases if we put a little thought into them. 

Look into ethical and sustainable brands (I’ll put up a post soon with some links in case you don’t know where to start looking) and interrogate your reasons for buying. Is your “need” genuine and urgent (I imagine some of you are dreaming up nightmare scenarios about secondhand underwear) or are you shopping because you are bored or unhappy? Could you get the same shopping “buzz” from having a wander round the charity shops in your local area or liking clothes on Depop and Vinted rather than filling your ASOS basket? 

If you rely on a high street fashion brand for a particular bra size, for example, or your kids school uniform, write to the brand and tell them that you are concerned about the negative impact they are having on the planet. Fashion Revolution have a template letter here if you’re unsure of what to say. 

Alternatively, you can write to your MP to express your disappointment with their rejection of the EAC’s recommendations. Fashion Roundtable has a template letter here.

We need to let fast fashion retailers and the government know that we will no longer accept business as usual. Fast fashion is a recent phenomenon (it barely existed when I was a teenager!) and like any unflattering trend, it has outstayed its welcome. Most of the 20th century’s iconic fashion trends were brought about by innovation and rebellion, so say no to the status quo and challenge yourself to become an icon of rebel style!