Once upon a time, I used to meet friends to go shopping. We’d choose restaurants close to the shops we love so that we could hit the dressing rooms after a meal. We’d arrange meeting up around ‘Sale’ dates, and look out for other great deals — the more we bought, the more of a success the excursion was.
Having studied fashion design in my previous life, my fixation with clothes and fashion was understandable. Right? And those damn sales items were just begging to be bought.
Then, one morning, instead of reading the washing instructions on the labels in my clothes, I started checking where the numerous items were made.
I told a friend that I would not shop unnecessarily
Bangladesh, India and China popped up a lot. So #whomademyclothes? On 1 January 2018, I told a friend that I would not shop unnecessarily this year. I would buy something only if I needed it or to replace something that was worn out. I’m three months, one week and three days in.
Fashion Revolution Week takes place in April – this month. The Fashion Revolution is a global movement that celebrates fashion as a positive influence while also scrutinizing industry practices and raising awareness of the fashion industry’s issues. It was started in 2013 when a garment factory collapsed in Bangladesh killing over 1100 people. The conditions they were working under were terrible. During Fashion Revolution Week (23–29 April this movement urges consumers to ask #whomademyclothes and to buy with a conscience. It also encourages those in the industry to create a more ethical and sustainable future for fashion.
I’m trying my damnedest to support this movement this year (and going forward forever — amen).
I’m trying really hard to make responsible purchases
As I said earlier, I’m three months, one week and three days in. Have I shopped this year? Yes. I’m not perfect, but I’m trying really hard to make responsible purchases and wherever possible, to shop local and support the industry in South Africa.
I’ve added a white blouse from local brand, Sitting Pretty, to my wardrobe — this replaces the white Sitting Pretty blouse I’ve worn for the last three years that now features a grease mark from a faulty washing machine. Gaaaaaaaaah!
Sitting Pretty is an ethically produced brand that uses natural and environmentally friendly fabrics. In addition to being selective about the fabrics used, Emma Longden, the designer behind Sitting Pretty, is also selective about the cut, make and trimfactories she works with ensuring the people who produce her collections are treated well.
Did I need this blouse? Yes. And knowing the consideration and hard work that goes into Emma’s ranges, I’m pretty chuffed with this purchase. I’ve added a sequin shirt for a hen night to my wardrobe. From Zara. Fast fashion at its best. Am I proud of this? No. But that’s the guilt that will get me through future shopping temptation. I bought a sequin cocktail dress for the wedding of the above-mentioned hen night.
I’ve already worn this dress twice in one month
Am I proud of this? No. I could have found a dress in my wardrobe or raided a friend’s wardrobe instead. But I’ve already worn this dress twice in one month thus far so I’m hoping to get a good ROI out of it. Fingers are crossed, wish me luck!
In addition, I now have two pairs of pants from MERWE S.A.L.T.in my wardrobe. This brand is from local Cape Town design duo, Deeva van der Merwe and Eva Ostermann, who are big on ethical fashion with their seamstresses working closely with them, weighing in on the production of their ranges.
Did I need these pants? No. But they bring me joy and knowing that the seamstresses are treated well, I don’t feel guilty about this at all. Did I need two pairs? Weeell…
I’m three months, one week and three days in. Have I shopped this year? Yes. But only a fraction of what I would normally have bought and every small change in behaviour is a step in the right direction.
So, here’s what I’ve learnt so far:
Shopping for clothes is trickier and sales assistants faces don’t light up when I walk through the door anymore — I check labels and ask uncomfortable questions. I have started spending more time on local and international brand websites trying to understand what they stand for.
Trend vs investment pieces — I’m not adding the latest trends to my wardrobe but then I have become more of a striped top, white shirt (T-shirt or button down), jeans and black pants kind of girl over the last few years. Okay, I lied. I’ve always loved a stripe — it’s not a new addition over the last few years!
Fast Fashion brands like H&M have a Conscious range and if I can’t get what I need from a local designer, that’s an example of an accessible option. But for now, I’m trying to stay local.
I’m fortunate enough to have two friends who are sustainability and eco-warriors (Andrea and Greer). They have shared information with me and keep me up to date on interesting articles they come across that look at Sustainable, Ethical and Eco-Fashion. I ask questions and am currently a sponge trying to soak up the info they pass on.
But I need to find out more. I’m barely scratching the surface of all things relating to sustainable fashion. This month (April — Fashion Revolution month), I started an online course that looks at fashion and sustainability. In September, I plan on doing another course on Sustainable Fundamentals focusing on the fashion industry.
I’m three months, one week and probably four or more days in by the time you read this… and I’m inviting you to join me!
Photo credit: AFI Cape Town Fashion Week
