Recently, the Supply Chain has become more conscious with greater considerations around sustainability, ethics and human rights. But, how does this fit with the capitalist culture of growth forever?

This is a question I’m constantly pondering. The Global Fashion Business is worth 3 Trillion USD (2% of global GDP). It has doubled since 2000. The industry’s phenomenal growth is unquestionable. So how does this fit with ethics and sustainability; how can we continue to consume while being more conscious.

Let’s look at this in a number of ways. First of all, are we really becoming more conscious, more aware and more sustainable? How much clothing that we are currently buying is really sustainable? Are recycled polyester and organic cotton robust solutions for the future, or does it provide a caveat for fast fashion retailers to continue making vast amounts of products and selling them under the auspices of sustainability and conscious consumerism?

And many of us will say: “Well, I buy preloved, consignment, vintage or thrift”. This is also a great solution, but on closer review of any of the key consignment models or platforms, there are brand new items there. Are we fooling ourselves? Is it just a cheaper way to keep shopping with the side portion of sustainability to relieve our conscience?

I’m not proposing that we stop shopping and stop producing, but who is going to take action? How do we, as consumers, consume less. What is the delicate balance between growth and sustainability? Where and how are we as consumers going to be conscious and, really, there’s so much temptation around us. Endless newsletters, constant discounts, social media filled with advertisements, influencers and special offers all tempt us to keep purchasing.

So what is the solution? There isn’t one way until there is governmental legislation to prevent fast fashion from that constant growth spree; Shein will continue producing endless amounts of product. Zara, H&M and Uniqlo will provide semi-conscious and sustainable versions of what we’ve been so used to buying. How many of us will actually take on being conscious consumers?

I am setting you all a challenge: how about not buying any item of clothing for the next three months?  

For Brands: who is going to be the first one with a completely circular solution?

Now that is a game worth playing.

Thanks

Kate Padget-Koh