What is “sustainability” to me? I’m aware of the concept, of its definition, however why have I never thought about include it in my day to day life? Because I trust the system, as naive as it sounds, I trust these brands that advertise on how good they are for the planet, and also to the people who make their clothes,… Above all, I trust the marketing around the brand.
But I should not.
My questioning on how my make-up was made of, started with the vegan movement. This lead to the desire to buy only cruelty-free products. Then there was the REACH regulation which get me confused because of its subtleties in different termes. By reading the text I realized that I had to look for more information on the brand before purchasing the item, because the marketing is real, the advertising masters the art of rhetoric.
As crazy as it sounds: H&M and Zara (to name the most famous) made me believe that fast fashion is good for the planet basically. The main reason is due the marketing around these brands and it is really confusing: their websites and their vision are put out there promoting diversity with such a cool and chilled vibe that I automatically associated these brands to sustainability!
H&M, Zara are fast fashion, this means fast production with thousand of poor people who have to produce fast, and fast and fast.
I do not want to be part of it anymore.
I don’t want to have an insane amount of clothes which are made by people paid 0,01 cents per pieces. I want a good pair of jeans, good trousers and shoes that will last and are made by people who can live decently on the other side of the world, or in Europe.
European Commission has prohibited planned obsolescence , however these clothes enter within this category as they are not planned to last because they are deemed to be replaced quickly. This is fast fashion!
I don’t buy clothes anymore. The ones I own are my favorites. I’m not gonna lie they are from Zara, Uniqlo and &Other Stories, but I’m not going to through them away and substitute them by more sustainable and ethical brands. Because replace an item qualified as non-sustainable by the exact same one but from an ethical brand does not make any sense to me.
Having a sustainable behavior for the moment, in my opinion, for me is:
- Stop buying unnecessary clothes,
- Learn how to sew to repair the ones I own and I love,
- Buy pieces that I do not have and that I absolutely need from brands which are 100% sustainable.
Doing, making, creating, reinventing with what I already have! Isn’t it an exciting perspective? Buy one piece made in complete respect of the environment and the people is the least I can do. And of course, be satisfied with my belongings and be creative and ethic in my choices is sustainability to me.
Thank you for reading,