a ludicrous idea

in april 2015, i had the most interesting class of all my studies: capitalism, power and globalization. the contents made me discuss the following with my best friend: is fashion capitalistic? our answer was clear. yes. fashion is capitalistic. and there you go, crazy as i am, i asked myself 'why not boycott fashion?'. even weeks later, i could not let  this thought pass. i reflected on the basic idea, not to buy any fashion within a year and after a while, i went all the way into the details, realizing, that i have already started the project unconsciously. something changed and it was my mind set towards fashion.


is fashion captalistic?

today's western society is shaped by growth, enhancement and progess. every single one of us wants to improve in something. we are trying to be better than the we were yesterday. when it comes to business, it is quite the same. businesses try to grow, make more profits and continiuously be better than the competitors. that's how they survive. and applying this simple competitive thought to the fashion industry, you can tell that this industry is not different-minded. those companies want to produce and produce and produce. to survive, to compete, to outdistance others.

the economic aspiration to steadily earn and make profits influences our buying behaviour. companies mass produce items and sell them in a very fast pace. fashion has never been this fast. racks change clothes within an eye blink. the endlessly produced items exceed our buying power, thus, many items are being thrown away.

the industry, by which i generally mean the fast fashion retailers, pressures us as consumers to buy beyond our needs. many retailers ignore quality just to have a high turnover, as clothes will become obsolete rapidly (not only due to fast changing trends and styles).


"buy less, choose well, make it last."

i have decided to not buy clothes from this capitalistic industry. and not only because it is capitalistic in its basic concept, also because it does not consider our future. resource scarcity is an important topic, yet not being considered enough by most of the big players. only maintaining profits does not support or people or the planet. this concept has nothing to do with making business sustainably.

by actively making choices and being more aware of my actions, i am making an impact on this industry. "buy less, choose well, make it last" is a quote by vivienne westwood herself.


slow fashion vs. fast fashion

there are differences when it comes to fashion. slow fashion is the opponent of the more powerful fast fashion industry. making slow and fair fashion can be anything: to source materials socially and environmentally acceptable, have a transparent supply chain, use recycled materials, create custom-made and long-living pieces. slow fashion appreciates quality. simply: make business sustainably by caring about the community and nature. i am not an expert on this field, but i might become one soon :)