The fashion industry is the third biggest manufacturing industry in the world. It provides 300 million jobs worldwide and accounts for over 1.3 billion dollars in the global economy. However, it ranks as the second biggest polluting industry after the oil industry worldwide and affects the planet and its resources negatively (Papasolomou, Melanthiou, & Anestis, 2022).
Within the fashion industry the term "circular" has become a buzzword in the last 10 years. It is often associated with sustainability, green thinking, re-usable approach and is why companies tends to use the word for marketing.
How the linear economy is the problem
Linear economy follows the “take - make - waste” approach and is a common business model within the fashion industry and not only in the fast fashion sector. In this model raw materials are gathered, and then transformed into products that can be used until they are ultimately discarded as waste. The economic value in the system is generated by maximizing the production and sale of products within the system. The current way the fashion industry does things in the linear system stresses our resources, pollutes, and harms the natural environment and its ecosystems, and leads to notable negative effects on society at local, regional, and global levels (Wang, Luo, Zhang, Tian, & Li, 2020).
How circular economy is a solution
Circular economy models aim to lessen environmental impacts, minimize waste in the environment, and advocate for sustainable supply chains. The focus is on maximizing a product’s entire life cycle, from its creation and production to consumption and disposal, by endorsing zero-waste design, promoting reuse, repairability, and encouraging resource sharing practices. In circular economy, stakeholders collaborate to enhance the value of products, fostering positive social and environmental impacts (de Aguiar Hugo, de Nadae, & de Silvar Lima, 2021).
In other words, the goal is to extend the lifespan of products and materials by promoting reuse and recycling. Circular economy is a model that must be implemented in the fashion industry in order for the industry to become less polluting.
Even though this blog post has been based on how the fashion industry is damaging towards the environment and why the circular economy can change this output, you as consumer can make a difference as well. Consumers are consuming products all day every day, and are highly affected by social media, advertisements, television and so on, to buy new products for fixing issues regarding to every mentionable problem in your life. As a result of this we buy and consume extensively, and we can offer you five easy steps to slow your consumption habits.
5 easy steps to implement a circular approach in your consumption habits.
1. Think before you buy!
It is easy to be amazed by price deduction, sales, and new stuff when you are online or out in shops. But do you actually need it? Do you really need this blouse or is it just because it is 40% off? Will you wear it more than 5 times? Think before you buy. This does not only refer to when you buy fashion, this concludes every item you are wondering if you want to buy.
2. Thrift!
When you are out shopping do not limit yourself to only shop in fast fashion clothing stores, fancy shops and so on. Thrift stores always surprises by having different things including clothing, ornaments, furniture, and nifty things.
3. Repair your clothing!
Just because your old clothing is missing a button or has a small hole you can easily fix it by lapping it together yourself or getting a family member to help you. Do not just throw it out or buy a replacement.
4. Swap your stuff!
If you think you need a new dress for a function, then borrow your moms or friend’s dress! Or swap clothing. This way you can wear “new” clothing buy swapping with your friends. Then you can avoid buying a cheap dress you’ll only wear once and at last throw out.
5. Donate your stuff!
Don’t just throw out a blouse or pants because it doesn’t fit you anymore or you simply don’t like it anymore. Give it to charity! Then a new person can reuse your clothing and give it a new life. This does not only refer to clothing but actually everything you have. Donate all the stuff you don’t like or need anymore and give it a new home.
Key takeaways from this blog post!
The fashion industry is the second biggest polluting industry in the world.
The current linear economy in the fashion industry pollutes and harms the environment.
New business models within the fashion industry must be incorporated in order for the industry to become more sustainable.
You as a consumer can implement a circular approach in your everyday life and become more sustainable.
Bibliography
de Aguiar Hugo, A., de Nadae, J., & de Silvar Lima, R. (November 2021). Can Fashion Be Circular? A litterature Review on Circular Economy Barriers, Drivers, and Practices in the Fashion Industry's Productive Chain. Sustainability, 13.
Papasolomou, I., Melanthiou, Y., & Anestis, T. (15. December 2022). The fast fashion debate vs. environment debate: Consumer's level of awareness, feelings, and behaviour towards sustainability within the fast-fashion sector. Journal of Marketing Communications, 29.
Wang, B., Luo, W., Zhang, A., Tian, Z., & Li, Z. (December 2020). Blockchain-enabled circular supply chain management: A system architecture for fast fashion. Computers in Industry, 123.
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