Sustainably Stylish: The Art of Looking Iconic While Living Green

With growing awareness about the lasting impact of fast fashion, there’s been a recent shift in purposeful shopping. Let's have a look at how you can embrace being environmentally conscious and fashionable.

The fast fashion community has seen an increase in public critique, as the environmental impact has become more documented. Fast fashion is a business model that produces clothes at a fast rate, cheaply, and in massive quantities. Most companies drop new lines every season, to get the consumer to constantly purchase new items. The main regions in the fast fashion market are Western Europe, Asia Pacific, and North America, and in a new report from Coherent Market Insights, the industry is valued at 54.85 billion US Dollars. According to Earth.org, the fast fashion industry is the second-biggest consumer of water and contributes to roughly about 10% of global carbon emissions.

The World Resources Institute shares that entire business models are built on the premise of ‘fast fashion’.

• 2.5% of the world's farmland is used for cotton.

• Approximately 43 million tonnes of chemicals are used annually for synthetic materials.

• 1 t-shirt uses roughly 2,700 litres of water.

• Approximately 95 million kilograms of waste were generated from single-use clothing.

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Why Sustainability in Fashion Matters

The benefits of sustainable living are promising. With factors like reducing climate impact and conserving natural resources, sustainability has helped measure beyond. Sustainable living is a broad concept incorporating energy, carbon emissions, and climate change.

Five Steps to Create a Sustainable Wardrobe

Individuals may face a few questions when they want to become more eco-conscious. How do I implement this into my lifestyle? How can I afford to support smaller brands? Will my purchase make an impact? If you want to have influence, big or small, this introductory guide on embracing sustainability is here to help.

"Buy less, choose well, make it last." – Vivienne Westwood

1. Assess Your Wardrobe

Take time to understand and personalise your style. This encourages purposeful buying. Whilst the pieces might not fit what's trending, it emphasises your brand and uniqueness.

2. Quality over Quantity

This means prioritising durability over volume. Instead of focusing on the number of items you may have, focus on substance and its lasting impact. Mindful shopping not only promotes sustainability but also offers long-term benefits from cost efficiency to personal impact.

When making purchases, check the stitching and avoid stitches that appear loose. When it comes to brand authenticity, search for the label on social media to ensure that their policies and ethics match yours. Lastly, feel the fabric, and do your research on textiles.

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3. Donate Unwanted Clothes

Not only is this a good cause, but it also helps prevent your clothing from piling up in landfills. You can visit a variety of organisations and charities, including the Salvation Army, Goodwill, U-Turn Homeless Ministries, and For Good ZA. Before you donate, ensure that the clothes are clean and in good condition.

4. Try Second-Hand Shopping

Local thrift stores, vintage shops, markets, and online marketplaces are great places that offer a variety of options. With increasing access to thrifting, you can buy timeless pieces for a low price. You never know what you might find! The Rosebank Mall Rooftop Market offers a variety of options, whether you're looking for something old-school or trending, the market has something for everyone.

5. Consider Sustainable Brands

When buying clothes, check if the brand is Fair Trade Certified, which ensures that fair wages and safe working conditions are met. It’s also a good idea to support brands that are more transparent with their customers, whether it's about their finances or sustainability efforts. A company's transparency says a lot about its ethics.

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Five Notable Sustainable Brands in South Africa

Photo: Anmari Honiball

• Anmari Honiball: This brand specialises in zero-waste design, patchwork, and upcycling to create unique statement pieces.

• HempLove: Uses hemp, one of the most sustainable natural fibres, to craft stylish clothing.

• The Joinery: A Cape Town-based brand dedicated to upcycling and zero-waste fashion.

A Brighter Future

Sustainable fashion has been around since the 60s and 70s, when people used clothing to express their beliefs. With fashion trends constantly changing, it’s essential to embrace your individuality and let your clothing narrate your story.

With online trends becoming more influential than ever, there is a growing need for slow fashion. The simple truth is that our Earth simply cannot handle the amount of waste produced. The Global South has seen the devastating effects of consumerism, with air, land, and water pollution seeping through local communities.

Together, we can be the change we want to see in the world. There is beautiful power in unity. With the growing concerns of climate change and labour practices, people finally have the voice to call for action. The strive for sustainability in fashion is not just a trend; it’s a deeper concern for a brighter and cleaner future. With the endless amount of options for an everyday person to partake in, make the right choice.