What is fast fashion?
Today, 2.5 billion textile items are sold every year in France. This sector generates many jobs worldwide, but it is one of the most polluting for the planet. The fashion industry emits 1.2 billion tonnes of greenhouse gases per year — and even more, according to a study by ADEME.
Beyond the environmental problems this industry generates, the question of ethics for workers also arises. Brands prefer to produce at lower cost in foreign countries without concern for the conditions of employees who work in opaque circumstances.
Fast fashion is a business model, primarily within the fashion industry, characterised by the overproduction of clothing on a large scale. Garments are therefore produced in large quantities using less durable materials. Fast fashion consequently has an impact on the products consumed, the working conditions of production, consumption methods, ecological impact, and much more.
As you will have understood, the fashion industry is going in the wrong direction, to the benefit of methods such as fast fashion, and it is time to change things! As a consumer, you can participate in change and modify your habits in order to shift the needle and move away from fast fashion. Zèta is committed to offering you eco-responsible products made with respect for people and animals. What if we helped you adopt 5 sustainable habits to combat fast fashion?
1 - Fight against fast fashion: turn to more ethical and committed brands
Many brands are playing the transparency card and offering more eco-responsible products. If you are unsure which brand to choose, turn to websites that bring together ethical and sustainable brands such as WeDressFair or HonestMind.
How do you identify a brand with ethical commitments?
- Browse the brand's website and look out for its commitments and values
- Keep an eye on the country of manufacture and the working conditions of workers (standards, certifications)
- Follow the brand's news on social media
A closer look at transport and manufacturing
Read your labels to find out where your garments are made. Certain Asian countries specialise in the manufacture of textiles and clothing 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 collection up to 24 times in a single year. The transportation of these garments to shops has a considerable impact on the rise of greenhouse gas emissions.
So, favour brands working within short supply chains and close to where you live. At Zèta, for example, we produce in Portugal and ship shoes exclusively within Europe in order to limit 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, and polyester in particular, are the most widely used materials in the fast-fashion sector. Today, approximately 70% of synthetic fibres come from petroleum. Furthermore, t.
Animal materials such as leather, wool and silk are also highly sought after, but often at the cost of mistreatment or intensive farming. We therefore prefer recycled or synthetic furs and favour shoes made from recycled materials.
Today, alternatives exist such as natural materials that require little water, like linen or hemp, eco-responsible materials, and recycled materials.
Be mindful too of plant-based materials such as cotton, a global superstar that is highly sought after but also very controversial. Indeed, growing cotton requires a considerable amount of pesticide and large quantities of fresh water.
Many dyes are also used to give garments their colour. However, all products are bleached before receiving their final colour, which creates an additional impact. Be sure to wash your garments before wearing them in order to avoid any risk of allergic reaction. Opt for garments dyed using plant-based substances or bearing an eco-label prohibiting the use of chemical substances. Trusted labels include the European Ecolabel, Ecocert Textil, Demeter, GOTS, BioRé, and Oeko-Tex Standard 100.
Many certifications exist in the textile sector. Looking into brands with these certifications provides an initial insight into their commitments.
Please note that a brand without certification does not necessarily mean it is not committed. Smaller brands do not always have the means to obtain labels. Conversely, for certified brands, make sure you research the meaning of these labels and all other aspects of the brand carefully.
A closer look at recycled materials
At Zèta, we are advocates of recycled materials in the manufacture of our products. Using recycled materials allows us to give value to what already exists without creating new ones. Manufacturing processes are also far less polluting. The bonus? Our recycled materials are also recyclable themselves — giving the material several lives and helping to avoid overproduction.
3 - Give your garments a second life
Biodegradable clothing is rare and some garments cannot be recycled. Product composition is highly varied and manufacturing is complex due to the different processes involved, which require chemical transformations. So, how can you give your garments a second life?
First of all, you must take care of your garments in order to keep them over time. Repair lightly damaged items. Sometimes all it takes is a stitch, a visit to the cobbler or the seamstress to give them a new lease of life. Upcycling is also very on-trend at the moment. If you are good with your hands, go for it! The internet is a goldmine for finding tutorials to transform your garments.
If you no longer wish to wear your clothes, donate them to friends or associations such as Emmaüs. Also use platforms to sell your garments such as Vinted. If you have a little time to spare, why not take part in a flea market to sell your last remaining pieces.
Finally, recycle your garments by depositing them in recycling collection points. Be aware, however, that sorting centres are overwhelmed. In France, we lack specialist centres for textiles. The majority of your garments end up as rags and very few are reused in the creation of new material.
So, ask yourself before buying a garment: Am I really going to use it? Do I truly need it?
4 - Turn to second-hand shopping and avoid the fast-fashion trap
Turning to second-hand shopping allows you to participate in a circular economy in order to combat over-consumption of clothing. It is also a gesture for the planet. The item you are looking for very likely already exists. So, let's head straight to the local charity shop!
The Vinted app is a true powerhouse of second-hand shopping. It connects buyers and sellers of pre-owned clothing.
How do you find the hidden gem on Vinted?
It is preferable to have a clear idea of the item you wish to find. It is best to use filters by selecting brands, the maximum price you wish to pay, the size, the colour and the condition of the item.
Don't forget to save your searches and activate notifications to see new arrivals. Follow accounts so that Vinted can refine its search suggestions for you.
As these are no longer new products, the price of garments is considerably reduced and they are more accessible. A great opportunity to make savings too!
5 - Consume less, but better
On average, a person buys 60% more clothing than 15 years ago and keeps items half as long, according to a study by ADEME. We know you, fashion addicts — it's hard to resist all those offers! So, let's not rush but take the time to choose wisely. What piece is missing from your wardrobe? How will you pair the garment? What materials are used? Does the cut suit you? Opt for raw denim over ripped or washed-out jeans, try to choose timeless, good-quality pieces that can easily find a new owner.
It is difficult to be perfect and to respect all these parameters as a consumer. Not everything rests on your shoulders, but there are many ways to limit your environmental impact and dress better whilst polluting less!
And above all, do not forget: the garment that pollutes the least is the one you do not buy!
