After being sensitized on how horrible the mainstream fashion industry is, it may seem as if there is nothing us consumers can do to fight the issue. Fashion is amongst the most hyper-capitalist businesses in the world. I used to feel so powerless when I learnt about all the issues and the fact of being a Fashion Marketing student made me feel a shamed as well as guilty of my ambitions. Although, after pushing through in my studies and doing projects that go more in depth into the fashion world, i’ve realized that these big fashion corporations shadow many small companies that are trying to fight their negative values such as extremely low labor cost, poor working conditions and sourcing work force in impoverished countries in order to save money.
As you may already know the main thing you have to do if you operate in a capitalist system is to create profit. Fast fashion companies do this my sourcing cheap fabric and suppliers, underpaying their employees in already poor countries to then sell their garments at almost 8x the cost of it’s actual fabrication. Although because these practices ultimately effect our environment because of overconsumption and pollution, some companies are opening to go against these practices. In the past few years, there has been a rise in ethical, organic, cruelty free and other types of morally correct fashion brands. Yes the selling price of the garments are a little more expensive but in my opinion, I think it is time people start investing slightly more money because of the positive values these companies have at heart.
Furthermore, in Montreal we have many examples of brands revolutionizing the market by introducing sustainable fabrics and practices throughout their supply chain, for example, Frank and Oak. They have started using organic GOOD cotton that does not use harsh bleach, polylife recycles polyester, recycled wool and hemp. They have also introduced a variety of eco-conscious methods such as cruelty-free insulation, hydro-less denim, eco dyes, lenzing TENCEL and machine washable Merino. The selling price of the garments from Frank and Oak are reasonably pricer but like I said, if we want to help our planet and support ethical companies, we need to give our part as well and fund their practices. Additionally, in 2019, with an emphasis on recycled materials to reduce waste, approximately 50% of their products will be made with minimal impact processes. Moreover the styles of clothing to stay the same. Frank and Oak have good variety of garments that offer a clean and trendy look that mimics some fast fashion companies’s garment and even better.
Personally I think consumers need to have deeper analysis on what they buy and not only consider the price. What I find unfortunate is when someone critics another person for paying more money because they prefer quality over price. Some individuals are not aware that price always depends on the cost of the garment BUT it isn’t because it is expensive that the quality is necessarily equivalently proportionate. Just like when we buy electronic products, it is important to do research on if the product is good and will last a while. I think this mentality should be applied to fashion as well since your money is going into someone else’s pockets. I wouldn’t want to pay for something that harms people, the environment or whatever, this is why I do my shopping very carefully.
At the end of the day, consumers need to understand the value of money and the values they invest in. It is hard to imagine anything wrong when walking into a Zara for example because it is so aesthetically pleasing. Normal customers are not aware of how many steps there are before the final product arrives at the store and if the horrors that happen in the manufacturing channels were not normalized and barely talked about, I think a good majority of people would of changed their buying habits a while ago.
Seizing the Means of Fashion 