Lately, the media has been heavily pushing forward the narrative of "doing your part," especially when it comes to living a more sustainable life. More than ever, mainstream brands such as H&M are releasing eco-friendly collections, which gives the sustainability movement some much-needed attention. But in actuality, is this kind of lifestyle attainable? And to what extent can we hold people accountable if the real issue lies with mega corporations exploiting workers and the environment?
Buying from truly eco-friendly brands is difficult, time-consuming, and not widely accessible. Even with these efforts, there are still other concerns involved. Sustainability does not always equal ethically fabricated. An eco-friendly dress could have easily been made using sweatshop labor in India or Bangladesh.
Companies will often call their products sustainable and ethically-manufactured as a marketing strategy, in a tactic known as greenwashing. For instance, 20,000 liters of water are used to fabricate a 100% organic cotton t-shirt. These t-shirts are regularly branded as eco-friendly. Yes, carbon might not be released into the atmosphere during production, but it doesn't qualify a massive increase in the amount of water used as sustainable.
As Amy Powney, Creative Director of Mother Pearl, stated in her Vogue interview, "It might be an exciting idea to make trainers using recycled plastic from the ocean, but what happens when those trainers end up in a landfill site?”
In this day and age, consuming fashion ethically and responsibly is virtually impossible. Truly eco-friendly and ethical brands are scarce and expensive. Consumers who often have no choice are left feeling guilty for their shopping habits when it's not as simple as blaming them for such issues. Large corporations are responsible for creating and perpetuating an endless cycle of exploitation in the textile industry. If they don't act to become genuinely more sustainable, ethical, and accessible gradually, nothing will change.
Freeman, Liam, et al. “Can Fashion Really Be Sustainable?” Vogue Paris, Condé Nast, 12 June 2018, www.vogue.fr/fashion/fashion-inspiration/story/can-fashion-be-sustainable-oceans-gucci-equilibrium/2596.
“Where Do Your Clothes Come From?” The Scratching Post, Squarespace, www.scratchingpostonline.com/where-do-your-clothes-come-from.
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