It is about fucking time we make fashion great again

Every day, before we leave our house, we get dressed. Sometimes we go for a more creative look, other times we opt for comfort, and on occasion we even try to be funny or elegant. We embrace fashion in all its forms and simply said, we are all fashion. And in case you didn't know, we're all in trouble! But why?

Well, the fashion industry is currently at a crossroads, and the time will show,  how great can fashion truly stay! Namely, the fashion industry is one of the largest polluters globally, which means there's an immediate need  for a big shift of the business model, need for a Change! The Change has to be fast, we have to act now! And, there is a way to make the Change faster! By reducing greenhouse gas emissions, water pollution, and waste, we can reduce negative impact fashion industry has on climate change and its disastrous consequences worldwide. By reducing our environmental impact and promoting circular economy principles, we can make a huge impact.We can all help to make fashion brands adopt sustainable practices by making sustainable choices every day. As consumers, as businesses, as politicians, we all have to play our part. We all have the power to help fashion make the shift from fast fashion business to more sustainable models!

The great news is that it has been proven that luxury and sustainability can go hand in hand! For example,  Stella McCartney is leading the way in changing the industry for some time now and with her latest campaign, "It Is About Fucking Time," she is showing the world that sustainable business models can be successful! This innovative and luxury fashion brand is on a mission to work with the best alternative supreme quality materials that are responsibly sourced and kinder to the environment. They use innovative processes and considered sustainable materials to handcraft luxury designer clothing that is as stylish, high-quality and sustainable as it is gorgeous!

However, despite this positive example of change, a recent McKinsey analysis revealed that approximately two-thirds of brands are currently behind schedule in achieving their own decarbonisation targets – so there's still plenty of room for improvement! 

It is also important to consider the likelihood of the United States withdrawing from the Paris Agreement in light of Trump's return to the presidency in January 2025 and his big plan to "make America great again." The withdrawal of the United States from the Paris Agreement has the effect of placing additional pressure on other nations to compensate, thereby underscoring the critical need for unified global action.

But, while Trump stays committed to make U.S. great again, it is about fucking time that we all make fashion great again, one stitch at a time!

The Path Forward:

Consumers:

1.        Buy Less, Choose Well: Invest in high-quality, timeless pieces that last longer. This reduces the need for frequent purchases and minimizes waste.

2.        Secondhand Shopping: Purchase pre-loved clothing from thrift stores, consignment shops, or online platforms.

3.        Rent or Borrow: For special occasions, consider renting clothes instead of buying new ones.

4.        Care for Clothes: Follow proper care instructions to extend the lifespan of your garments. This includes washing less frequently, using cold water, and air-drying.

5.        Support Sustainable Brands: Choose brands that prioritize sustainability in their production processes, use eco-friendly materials, and have transparent supply chains.

Politics & Legislation

1.        Legislation and policies: Governments can implement regulations that require fashion companies to adhere to sustainable practices, such as reducing carbon emissions and water usage.

2.        Incentives for sustainable practices: Provide tax breaks, grants, or subsidies to companies that adopt sustainable practices and use eco-friendly materials.

3.        Public cwareness Campaigns: Launch campaigns to educate the public about the environmental impact of fashion and encourage sustainable consumption habits.

4.        Support for research and development: Fund research into sustainable materials and technologies that can reduce the environmental footprint of the fashion industry.

Fashion Industry

1.        Adopt Circular Economy Principles: Embrace practices like recycling, upcycling, and designing products for longevity and recyclability.

2.        Transparency and Traceability: Ensure transparency in the supply chain and provide consumers with information about the environmental impact of products.

3.        Collaborate with NGOs and Organizations: Partner with organizations like the Ellen MacArthur Foundation and the Centre for Sustainable Fashion to drive change and share best practices.

4.        Sustainable Sourcing: Use eco-friendly materials such as organic cotton, recycled polyester, and Tencel.

5.        Reduce Waste: Implement strategies to minimize waste in production, such as using fabric scraps for new products or donating unsold items to charity.

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