The environmental impact of fast fashion is significant, and consumer decisions play a crucial role in shaping this industry. With growing awareness (50% of buyers acknowledging the negative environmental impact of the industry), there is potential for significant change.
One excellent way to make an impact is by extending the lifespan of clothing. Doubling the average number of uses of each garment could reduce greenhouse gas emissions by 44% compared to the impact of producing a new piece.
The #30WearsChallenge motivates consumers to extend the lifespan of their clothing, suggesting that each garment be worn at least 30 times to significantly reduce CO2 emissions and waste. This initiative also sheds light on the fact that most of us regularly use only around 10% of our wardrobe.
Buyers often lean towards fast fashion brands due to their affordability and the challenge of identifying sustainable products. However, there are several strategies that consumers can adopt to mitigate the carbon footprint of fast fashion.
Incorporate circular fashion by buying reused items
By participating in the circular fashion movement, such as buying second-hand clothing, we can extend the lifespan of garments and reduce the need for new production that heavily consumes resources.
Choosing used garments instead of new ones reduces carbon emissions by an average of 25%. Throughout its lifespan, buying second-hand garments saves 8.41 pounds of CO2 emissions, 16.48 kWh of energy, and 88.89 gallons of water, compared to acquiring new garments. This powerful change can be as simple as swapping a visit to a fast fashion outlet for a second-hand store.
Adopt new shopping habits
Opt for sustainable products and leverage knowledge about the advantages and disadvantages of natural and synthetic fibers to make more conscious purchasing decisions. Nearly a quarter (24%) of companies plan to produce at least half of their products with recycled materials by 2025. Support these brands and join the 65% of Generation Z and millennials who prefer to make sustainable purchases.
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