As we approach a new decade, it’s time that we take a look back and reflect on the supercut of the last ten years. Innovations in how we communicate with the takeover of Instagram, successes in iconic moments like Rihanna’s Savage X Fenty production, and tragic failures like wedged sneakers. But the biggest shift we’ve experienced is a rise in the mindfulness of consumers.
It’s about time that people started to give a shit about where the clothes on their back come from, but the most important takeaway is that sustainability is NOT a trend. The very meaning of the word misdefines what a trend represents. A trend implies that the topic is merely temporary and holds little substance in the longevity of its value. If levels of water consumption, human rights, carbon emissions, and pollutant wastes are trends, then consider us fucked.
While huge strides have been made and conscious tides have been turned, there’s a reason the clothing we can buy are so cheap. Just this week a factory fire in New Delhi took the lives of 43 people. In a fast fashion price war, the means to an end happens to be the lives of 43 people. I hope turning the page into the chapter of a new decade signals an era in which this never happens again. Sustainability within fashion is not a trend, it’s a challenge and our greatest opportunity.
The good news? We as consumers hold the power. No matter how they try, brands cannot buy customer loyalty. When visualizing a die-hard customer, are they carrying an Everlane bag or a Zaful package? Wearing a Patagonia pullover or a Forever21 tube top? The brands that thrive prove their dignity in what they create and in return who they create for. The longer you choose to vote with your dollar and buy that $10 going out top you’ll wear once, the longer companies are empowered to cut cost-saving corners and encouraged to essentially stay on their bullshit.
We determine the true worth behind what we buy. The urgency to change must come from us, the buyers, because the quicker brands understand what injustices won’t be tolerated, the faster solutions will arise. So, in the form of a really great outfit, here’s a guideline of helpful tips to begin your own journey towards conscious shopping with Momma Earth in mind for the new year.
- #1: Vintage is your best friend!!
Vintage stores are basically orphanages for retro clothing patiently waiting to find a new home. Pieces with a past life searching for a new vessel to brush off the dust and meet new friends. My love affair with vintage clothing rests on the ethos that these pieces were made to last and be cherished. Case in point, this luxe Marvin Richard coat, exaggerated booties, and tassel bag have never let me down on the basis of uniqueness or chicness.
- #2: Support small businesses who care
I discovered Hot House Market shortly after starting at Purdue and haven’t looked back since! Located throughout Indiana, Hot House Market offers an assortment of hand-picked items mostly from the 1970s, 80s, and 90s. For me, that translates to the denim of my dreams! As a rule of life, vintage denim always kills it and Hot House is my weapon of choice.
Providing my second piece of evidence with this here bleach-dyed waffle tee is my NEW FAVORITE BRAND, Zeitgeist. Created by none other than my bestie Sarah Maberry, Zeitgeist is a one woman show inspired by pop culture and obsessed with a zero-waste, socially conscious existence. Without sacrificing neck-breaking style nor quality standards, every single piece is made to wear, upcycled, or vintage goodies that donates a scrumptious 25% to local Washington charities (Mary’s Place and Food Lifeline). So take a play out of Zeitgeist’s book and “dress like you give a f*ck’.
- #3: If you must shop fast fashion, it better be worth it
Of course from up on my high horse, I have the occasional H&M moment of weakness. I recently bought this mock neck long sleeve from TJ Maxx; however, have worn it in some way almost every week since. When you have little funds to flex as desired, fast fashion retailers feel understandably inevitable. Please just give it the Marie Kando test and ask yourself in the checkout line, will I have the need or desire to wear this in five years? If a resounding yes cannot even make it past next year’s season, break up with it sis it’s not worth it!!
- #4: Sharing is always caring
By 2023 the online clothing rental business will reach over $1.8 million. When you want to wear quality and don’t have the bands to obtain quantity, try renting so as to avoid the fast fashion band aid of a knockoff or replacement. In my case, I rent for free from Brigette Breitenbach’s closet, shoutout mom! This Etcetera jacket has been calling my name for years, so what better means than to borrow. Don’t forget the value of a good IOU..
This new decade holds a lot of promise and surely plenty of excitement. Using smart and ethical resources to flip the system in order to become not only less harmful, but actually sustainable will be the defining challenge of our generation. Too much is known to look the other way and we have plenty of mistakes to have learned from. My wish for this new decade is that our priority becomes the process and not just the product. Not to be dramatic, but otherwise your clothing might actually be to die for.
Okay so I follow Sara on Instagram (she’s so sweet— I met her freshman year at purdue), and I saw she posted your blog link on her story so of course I had a quick look at it! After reading just a few sentences of one of your posts, I was hooked!! I’m seriously obsessed with it! Especially your “Fashion’s Most Important Takeaway of the Decade” post about responsible/fair trade/eco friendly clothing purchases!! It’s so great!!! Okay that is all— I just wanted to let you know how talented you are and how much I enjoyed reading it!! Can’t wait for more posts!!
-Colleen Leonard (current purdue senior)
Colleen!! Oh my god thank you for such a sweet note, I’m so glad you liked it! Seriously made my day:))