The concept of “OOTD” (posting outfit of the day) is pushing people to invest more in famous brands, and thus, severely inflating clothing prices in market. However, smart-thinkers who do not wish to be left out have found flexible approach to stay on top of trends with much more affordable fashion. Evolving dynamics in fashion industry has given rise to retailers introducing low cost and quality replicas of branded designs with extremely low production value. However, this type of fashion is not sustainable and largely involves unethical working at lower levels. Thus, necessitating the shift to sustainable fashion.
Sustainable clothing is a recent development in fashion which is intertwined with eco-friendly, green, and ethical fashion. WAWWA is a UK based sustainable fashion brand that is a perfect alternative to ultra-fast fashion sites like shein. It was launched in 2015 by two brothers and is known for creating organic, freetrade and vegan-friendly clothing with positive social impact. They offer a large variety of clothing, footwear and accessories for men and women in both sustainable and recycled category. For a limited time WAWWA has opened its old mill factory (in Manchester) to the public to experience the working, shop from the full collection and pick a great bargain on clothes.
Another online site known for selling sustainable products from various brands is ‘Surfdome’, which makes great efforts to ensure its positive contribution towards environment by installing innovative machines that make bespoke boxes and ensure there is no wastage in packing. Their sustainable bikinis are made from recycled nylon, such as ECONYL, which is derived from ocean and landfill waste to comfy PFC free stretch fabric. By offering variety in designs and colours, they attract people to choose a more environment-friendly option in shopping
An independent fashion designer based in Newcastle Upon Tyne, Namita Khade, makes both, light and heavy knitwear with infusion of the fast-moving fashion and raw material that is not conventionally used to make dresses in 2023, but is eco-friendly. In an interview with Vogue, Khade talked about how some of her dresses are ”held together by upcycled key clips or fragile beads lifted from back-of-the-closet items like an old purse”. Her ethical fashion caught the eye of Kim Kardashian, who posted a picture of herself wearing that dress on Instagram. After that famous post, Namita made the dress available to order with 10% of each sale being donated to COVID-19 relief in India.
Sustainable fashion will mostly be costlier than ultra fast-fashion sites, but it is the choice we make save environment and living conditions of innumerable workers.