Sustaining The Trend

5 Keys To Shopping Sustainable Fashion For The Everyday Consumer

By Taylor Henderson

“I just buy the clothes I like and that I can afford. Never really considered where they come from or the person that actually made them.” Said Garland, TX local Brittany Dominguez.

This reasoning seems to be the overwhelming majority when it comes to the fashion industry.  Many consumers are simply unaware of the devastating effects and excessive waste behind the scenes and instead are told through advertisements and social media influence to buy more, more, more.

How many of us, though, when considering style, cost, trend, and fit, also consider the source of the fabric? How many of us are fortunate enough to be able to decide where, how, and by who our clothing is produced?

If you're not living in a hip town thriving on the pretentiousness of being a part of a greener tomorrow, such as beautiful Austin, TX, then chances are the thought never came to mind, or even came up at all. Sustainability in general can seem like a distant term when growing up in certain rural areas, or only being exposed to normal consumerist practices. Though the internet can be a great start for information on how to live sustainably, most blogs and social media accounts only attribute the root problems without diagnosing the issue of now or how we as everyday consumers can do our part to offset the devastating amount of waste that comes from the third largest polluting industry on Earth. Even more so, these outlets have a tendency to cynically blame consumers for their unhealthy shopping habits, but never define the ultimate actions, practices, and regulations needed to create a more positive, conscious, and sustainable industry.

One task I am faced with as a conscious, sustainable designer is simply defining why sustainable fashion should be more important to customers and why more questions aren’t asked when buying clothing. 

I truly believe people are listening, and ready to make change, more than ever. Sometimes we just need a little patience and understanding, and more awareness of a problem many consumers don’t know even exists. Below, I have outlined five practical solutions for the everyday consumer to take a more sustainable, eco-friendly approach to shopping habits. I have considered my personal approach to the way I buy clothing, and my aim is to simply help enlighten my friends and others that wish to do their part for a healthier planet.

1) Buy organic cotton, wool, and certified fabrics. Avoid buying synthetic fibers as much as possible. 

The fabric composition of our clothes can solely determine if the garment is 100% sustainable. By purchasing garments that contain 100% cotton, organic cotton, wool, and recycled components rather than garments containing man-made components like rayon, nylon, polyester, the carbon footprint is reduced and the fabric is biodegradable. Garments that are sustainable are reabsorbed into the earth allowing for a more efficient cycle with minimal to no waste. Fabrics that are man-made are composed of synthetic fibers that are much harder to decompose than natural fibers.

The difference between even organic cotton and traditional cotton is astounding; according to Gallant Intl, 88% less water and 35% less energy is used in the production of organic cotton compared to conventional methods. Certain standards within the industry define the regulations specific companies choose to follow.  These standards can guide consumers to purchase products that are on par with their core beliefs, while providing outlets for more sustainable practices.

Some of these regulation standards include:

1. Fair Trade Certified - A standard amongst many industries. FTC represents a network of suppliers and producers, globally, that engage in commitments of fair social, environmental, and labor practices amongst the companies representing the Fair Trade Certification. These regulations range from more sustainable practices, to commitments of fair treatment and wages of laborers within the network. 

2. Global Organic Textile Standard - According to the website, “The Global Organic Textile Standard (GOTS) was developed by leading standard setters to define world-wide recognised requirements for organic textiles. From the harvesting of the raw materials, environmentally and socially responsible manufacturing to labelling, textiles certified to GOTS provide a credible assurance to the consumer. 

3. 1% For The Planet - One Percent is an international organization whose members, ranging from clothing brands, grocery store chains, and food manufactures, donate 1% of their annual sales to environmental causes. Their goal is to motivate other companies to participate in the organization, and draw attention to more sustainable practices within several key industries heavily affecting global pollution. 

For an in-depth list to all certifications and organizations, please visit here.

2) Avoid fast fashion.

Let’s be real. We’re all on a budget. Buying a full outfit for around $50.00 that fits well, looks decent, and functions is what most people essentially need.

However, one aspect consumers might miss is the overwhelming amount of waste, unregulated labor, and overall terrible business practices that exist amongst companies that offer fast fashion at a bargain. The next time you're shopping ask yourself, “How could this pair of jeans be made into cotton, manufactured, shipped to America, and resold to the public for $21.99?” As a small designer, the comparison is almost non-existent in wholesale pricing, as most fabrics cost about $8-11 per yard. A pair of pants takes 1.5-2 yards, at least. Do the math. 

Companies such as mall chain corporations H&M, Forever 21, Uniqlo, Primark, GAP, and TopShop use manipulative marketing to deter consumers from knowledge of shotty labor practices, according to the Truth In Advertising Organization. High production numbers keep costs down and seemingly affordable to consumers while they remain in the dark about the amount of waste being produced every minute.

Another downside to the fast fashion trend is the consistent use of petroleum-based synthetic fibers to create cheap fabrics.  In order to divert consumer attention to the fact our garments could be made ethically and sustainably, campaigns lead us to believe these garments offer the same quality and are seemingly derived from similar methods as ethical clothing companies. 

As consumers, it’s just as important to consider what we are putting on our backs as what we are putting in our bodies. The majority of consumers would avoid buying Granny Smith apples knowing that a six year-old, underpaid laborer picked them. Why is the standard any different in the clothing industry?

3) Shop Second-Hand Sources.

This might seem like an obvious one, but it must be mentioned. Many people resort to buying new because they are simply unaware of the vast resources that exist online and within our communities for second-hand, and even new items. Chances are, someone has an item that you want, and is more than ready to get rid of it at a fraction of retail price.

• Resale websites offer a wide variety of items. Most consumers can, not only save money but, find new and used items on hundreds of websites. 

• Numerous thrift stores can offer clothing by the pound, and some even offer by color and size to ensure you find exactly what you want. 

• Local shops, such as Austin, TX outlets Outhyped ATX, Passport Vintage, and Flamingo Vintage, offer consumer-specific trends, streetwear pieces, and reasonable resale pricing. 

• Apps such as Depop, Offerup, Ebay, Craigslist, and Grailed offer a plethora of new and gently used items that are in demand and feature interaction between consumers for transactions and sales. These applications and second-hand boutiques within communities create a demand for second-hand garments like vintage pieces that cannot be found online or sought-after streetwear pieces that sell out in minutes. This in turn creates a demand for another sustainable outlet, while ensuring consumers are still able to get the exact styles and brands without additional fabric and byproduct waste.

On top of being sources for amazing products, the above are also incredible opportunities for passive income. Looking to take a trip to Europe next summer? Look in your closet and get to selling! You never truly know what another person might be looking for. It is always worth the time to consider making some extra money rather than donating or simply throwing away clothing. Making money and living sustainably? Yes, please!

4) Consider repurposing existing garments rather than donating.

Sure, donating your garments to organizations such as Goodwill and Salvation Army can be much more beneficial environmentally than traditional landfill disposal methods. 

However, what most consumers don’t know is that even donation-based organizations suffer from an overwhelming amount of excess that cannot be efficiently distributed. The excess garments from donations are packed tightly onto large crates and transferred overseas, for an out-of-sight, out-of-mind solution. While this may seem like a manageable solution, keep in mind the amount of gasoline used for transporting the items has doubled, the waste still exists, and the landfills that house that waste exist in developing countries. 

An amazing solution to this problem is to up-cycle garments and accessories as repurposed tools! 100% cotton and wool items work best (ironically #1 spot on this list for a reason? I think not)! Old sweaters, socks, boxers make for great cleaning and dust rags around the house, while items such as denim and hats can be cut and made into amazing scrubs for dishes and appliances. Silk and nylon items make for soft, non scratching lens cloths for cameras, laptops, glasses, etc. 

The possibilities when it comes to repurposing are endless. You can even consider repurposing your unwanted items into new pieces that you can resale for some extra funds!

5) Don’t Buy Anything!

Paying as much attention to fashion shopping habits as we do our grocery shopping habits can help consumers to see that more times than not, we have no reason to purchase. If you already have a head of lettuce at home, why do you need another?

The same accountability plays a role within my personal life, as I have realized most of the time I am impulse buying. Although I would love every new pair of Nikes that releases, it’s not ideal to own that much excess product, nor does my budget agree!

Aside from this, buying cotton and wool for every garment type can’t always be ideal. We need specific plastics to create fabrics such as nylon and polyester to make our everyday workout gear like yoga pants and windbreakers. It is an essential need to consumers who are active and require breathability in their garments. However, When we assess what we have by taking inventory , and self-accountability, more times than not, consumers can clearly see there is no immediate need to purchase another garment. 

In addition, trending factors tend to create a higher demand for a product, so when shopping, evaluating needs versus ”trending” wants, and prioritizing that need, is the most sustainable practice anyone can follow. It allows retailers to lessen production, leading to less waste.

Companies must take as much accountability as consumers, if not more, when it comes to more ethical and environmentally positive approaches. However, the consumer ultimately creates the demand for a product, so controlling our shopping habits and truly identifying ourselves with the companies that follow suit with our beliefs leads to a more sustainable, cyclical business model in all aspects.

There is an empowering sense of self awareness when shopping and considering  these five elements. In my opinion, these methods truly help the everyday consumer do their part for planet Earth. All of us can have a little more awareness, and it starts with these simple practices. 

To learn more about my company, visit Flavors Creative Group and read our interview with Concept Animals.

Written by Taylor Henderson, February 25, 2021