As the world faces constant climate threats and environmental decline, sustainable fashion and the awareness of related issues, like waste management and climate change, is growing exponentially. This shift is prompting people to invest more in sustainable practices in their day-to-day lives.
Sustainable clothing is the ethical route taken by the fashion industry to reduce its environmental impact. Even though the concept of sustainable fashion has been around since the initiation of the hippie movement in the 1960s, the term wasn’t coined until 2007.
As society progressed towards environmental consciousness in the mid to late 20th century, sustainable fashion became a means to challenge mass consumerism. This made headway for consumers to begin making conscious choices with their spending. Most clothing companies, inevitably, started using sustainability as a selling point.
Some brands, like Nike, released environmentally friendly collections separate from their usual clothing lines, while others, like Patagonia, started upcycling clothes that were going to waste. Companies that actively presume sustainable fashion practices do so by using environmentally friendly materials, recycling clothes, and reducing waste. In turn, these companies are able to target consumers who want to invest in sustainable clothing, while also creating an eco-friendly brand image. However, some of these companies, who are not fully green but still offer sustainable options, have been accused of unethical practices like using sweatshops.
More than half of the US population comprises conscious consumers, who buy from brands that relate their mission to the individual’s morals. Studies show that 73% of millennials are willing to pay more for sustainable brands, but the thrifting trend is also on a rise to make sustainable fashion accessible for all income brackets.
The graph below displays survey responses regarding spending habits for sustainable reasons. The results highlight the active and ongoing efforts of generations Y and Z towards sustainability. The slow fashion trend is more common between millennials and post millennials, as compared to boomers. This shift in trends is majorly attributed to increased awareness of environmental issues, the rise in social media activism and its influence on these generations, and the strong cultural rejection of consumerism in the postmodern era.
The value of the sustainable fashion industry is currently estimated at $6.5 billion, expected to grow at 8.3% annually and reach $15 billion by 2030.
The market for second-hand clothing is also growing. Thrifting, as a result, has gained much popularity in recent years. Commonly, slow fashion is meant to counter fast fashion. Fast fashion brands like Shein, Primark, and H&M supply trendy clothes at cheaper prices. Slow fashion brands like Kotn and Patagonia design clothes for extended use but come with a higher price tag.
The Knox College Share Shop is an effort by the Students for Sustainability organization on campus. It is an initiative that helps promote the recycling and upcycling of clothes, shoes, home decor, kitchen appliances, and more. Students are encouraged to donate things they no longer need to the Share Shop, which makes those items available to the entire student body free of cost. While footfall in the share shop dropped significantly last year, it is back to normal operations and is seeing high student engagement this year.
“People always have a place to put stuff instead of just throwing it away,” Co-President of Students for Sustainability, sophomore Shay O’Connell said.
“Something that is apparent in the numbers is that there have been a lot more members in Students for Sustainability, a lot more people coming into the Share Shop, and a lot more people volunteering,” Co-President of Students for Sustainability, sophomore Nicole Roman said.
The leadership of Students for Sustainability was very pleased with the higher turnout this year.
“71 people came to our first meeting,” said Roman.
An average American wastes approximately 81.5 pounds of textile annually. This means that approximately 11.3 million tonnes of textile waste ends up in landfills every year. The Share Shop is an effort to combat these numbers.
While fast fashion provides consumers with inexpensive and trendy clothing options, it is resource-intensive and generates mountains of waste. Slow fashion, conversely, encourages mindful consumption and minimizes the industry’s environmental footprint.
The small town of Galesburg houses many antique and thrift stores. Community Treasures is one of these, offering a variety of secondhand clothing and encouraging the principle that style doesn’t have to come at the expense of the planet. The store provides affordable styling options while also playing a crucial role in reducing textile waste by giving pre-loved items a second life. The store has also seen a slight increase in sales over the years.
“Our shop is often frequented by clothing shoppers because they know every piece of clothing on the floor is of quality and at a very reasonable price. You could come to the shop on a Friday, when clothing is half off and walk out with 5 new outfits on top for around $20,” Manager of Community Treasures Jessica Riggs explained.
As Galesburg fosters these thrift store treasures, it emphasizes environmental responsibility, making sustainable fashion accessible and appealing to everyone.
“We try our best at leaving the smallest carbon copy footprint at the shop that we can and we are what sustainability is all about when it comes to repurposing or reusing items,” Riggs said.
Over the past decade, the global sustainable apparel market has seen constant growth, and is predicted to grow even more in the upcoming years. Initiatives like the Share Shop and Community Treasures are an important step in the broader movement towards environmental responsibility and conscious consumption.
The earth’s resources continue to deplete at an alarming rate, making sustainability an urgent need. This reality accentuates the necessity of prioritizing our planet over profit, or as Patagonia puts it, “as of now, Earth is our only shareholder.”
