What is fast fashion?
Today, 2.5 billion textile items are sold each year in France. While this industry creates many jobs worldwide, it remains one of the most polluting for the planet. The fashion sector emits 1.2 billion tonnes of greenhouse gases annually, and even more according to an ADEME study.
Beyond the environmental issues caused by this industry, ethical concerns for workers also arise. Brands prefer to manufacture at lower costs abroad without worrying about the employees who work under opaque conditions.
Fast fashion is a business model, primarily in the fashion industry, characterised by large-scale overproduction of clothing. These garments are produced in huge volumes and using less durable materials. Fast fashion therefore impacts product quality, working conditions, consumption patterns, environmental impact, and much more.
As you can see, the fashion industry has gone off track in favour of methods like fast fashion, and it is time to change things! As a consumer, you can take part in this shift and change your habits to make a difference and bypass fast fashion. Zèta is committed to offering you eco-responsible products made with respect for people and animals. How about we help you adopt 5 sustainable habits to fight fast fashion?
1- Combat fast fashion: turn to more ethical, committed brands
Many brands embrace transparency and offer more eco-responsible products. If you are unsure which brand to choose, explore platforms curating ethical and sustainable brands, such as WeDressFair or HonestMind.
How to spot a brand with genuine ethical commitments?
- Browse the brand's website to discover its commitments and core values
- Keep an eye on the country of manufacture and working conditions (standards, certifications)
- Check the brand's latest updates on social media
A closer look at transport and manufacturing
Read your labels to find out where your clothes are made. Some Asian countries specialise in manufacturing textiles and garments at very competitive prices. Brands do not hesitate to order from these suppliers rather than producing in Europe for economic reasons.
Did you know? Some brands renew their collections up to 24 times a year. Transporting these garments to retail shops has a considerable impact on increasing greenhouse gas emissions.
So choose brands that operate in short supply chains close to where you live. At Zèta for instance, we manufacture in Portugal and ship our shoes exclusively within Europe to minimise our carbon footprint.
A few ethical brands to complete your wardrobe:
Hopaal, Colorful Standard, Côtelé
2- Pay attention to the choice of materials
Synthetic materials, especially polyester, are the most widely used materials in fast fashion. Today, around 70% of synthetic fibres come from petroleum. Furthermore, .
Animal-derived materials like leather, wool or silk are also highly sought-after, yet often at the cost of mistreatment or intensive farming. We therefore prefer recycled or synthetic alternatives and favour shoes made from recycled materials.
Today, alternatives exist, such as natural materials that require very little water like linen or hemp, eco-responsible materials, and recycled materials.
Also watch out for plant-based materials like cotton—a highly coveted global star, but also a very controversial one. Indeed, growing cotton requires a heavy dose of pesticides and significant amounts of fresh water.
Numerous dyes are also used to give colour to clothing. However, all products are bleached before receiving their final shade, which results in an additional environmental impact. Make sure to wash your clothes before wearing them to prevent any risk of allergies. Choose garments dyed using plant-based pigments or carrying an ecolabel prohibiting the use of chemical substances. Trust labels like EU Ecolabel, Ecocert Textile, Demeter, GOTS, BioRé, Oeko-Tex Standard 100.
Numerous certifications exist within the textile industry. Learning about and identifying certified brands offers a clear initial glimpse into their commitments.
Keep in mind: a brand without certification does not mean it is not committed. Smaller brands do not always have the means to pay for certifications. Conversely, for certified brands, make sure to find out what these labels truly stand for and explore all other aspects of the brand.
A closer look at recycled materials
At Zèta, we are passionate about using recycled materials to craft our products. Utilising recycled components allows us to upcycle existing resources without creating new raw materials. Our manufacturing processes are also significantly less polluting. The bonus? Our recycled materials are also recyclable—giving matter multiple lifecycles and avoiding overproduction.
3- Give your clothes a second life
Biodegradable clothes are rare, and some cannot be recycled. Product compositions are highly diverse and manufacturing is complex due to various processes requiring chemical transformations. So, how can you give a second life to your clothes?
First of all, you need to care for your clothes so they last over time. Repair garments with minor wear. Sometimes all it takes is a stitch or a visit to the cobbler or tailor to give them a new lease of life. Upcycling is also very trendy right now. If you are handy, go for it! The internet is a goldmine for tutorials on altering your clothes.
However, if you no longer wish to wear your clothes, donate them to friends or charities such as Emmaus. You can also use platforms like Vinted to sell your clothes. If you have some time on your hands, why not take part in a car boot sale to clear out your last pieces?
Finally, recycle your clothes by dropping them off at textile recycling points. Be aware, however, that sorting centres are overwhelmed. In France, we lack facilities specialised in textiles. Most of your clothes end up as cleaning rags and very few are reused to create new materials.
So, ask yourself before buying a garment: Will I really use it? Do I really need it?
4- Turn to second-hand and avoid the fast-fashion trap
Turning to second-hand goods allows you to contribute to a circular economy in order to combat clothing overconsumption. It is also a gesture for the planet. The product you are looking for probably already exists. So, head over to your local thrift shop!
The Vinted app is a true powerhouse for second-hand fashion. It connects buyers and sellers of pre-loved clothing.
How to find that rare gem on Vinted?
It is best to have an idea of the item you want to find. It is better to use filters by selecting brands, your maximum budget, size, colour and the item's condition.
Do not forget to save your searches and enable notifications to see new arrivals. Follow accounts so that Vinted can fine-tune its search recommendations.
Since these are no longer brand-new items, their price is significantly lower, making them much more accessible. It is also a great opportunity to save money!
5- Consume less, but better
On average, a person buys 60% more clothes than 15 years ago and keeps them half as long, according to a study by ADEME. We know you fashion lovers—it is hard to resist all these tempting offers! So, take your time rather than rushing into a purchase. Which piece is truly missing from my wardrobe? How will I style it? What materials are used? Does the cut suit me? Opt for raw denim over ripped or washed jeans, and choose timeless, high-quality pieces that can easily find a new owner.
It is difficult to be perfect and meet all these criteria as a consumer. Not everything rests on your shoulders, but there are plenty of ways to reduce your environmental footprint and dress better while polluting less!
And above all, remember: the least polluting garment is the one you do not buy!
