Ding. Mobile notification for a new email received. "Ten Trends You Should Wear This Spring".
Ding-ding. A second email, this time about hot fashion discounts.
Ding for the third time within 5 minutes, one with the title "Sneakers - which models we must have in our wardrobe". Obviously, I'm behind with shopping, and with opening my emails too.
The past 10 years the fast fashion has been moving with the speed of light. Brands, from low to high-end compete who will present first a new collection every season, every month, every day.
The media doesn’t stop pouring products on us, while trends have become more than the pages of a Dostoevsky book.
But fast fashion comes with a high price - water pollution, use of toxic chemicals, textile waste dumping. Clearly quality has given way to quantity. Where did the old times disappear, when we wore clothes with love until the final drop of life in them?
As a counterpoint to this permanent production, the term sustainable fashion, often referred to as eco-fashion, emerged. The word "sustainable” literally translates into "a process causing little or no damage to nature and therefore its ability to last long without causing severe damage." A little confusing, considering that the factors that define it are an endless list.
Here's why in the short series "SUSTAINABLE FASHION - WHAT SHOULD WE KNOW", we'll unravel all aspects.
We will look at the journey of the garments from the field to the store windows.
We will learn how to recognise a well-made garment in the sea of items.
We will also pay attention to the future when we’ll be wearing leather from mushrooms and pineapple leaves and silk from orange peel.
But today we start with these positive qualities that distinguish sustainable fashion from non-sustainable fashion.