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Slow fashion & a generation choosing style with sustainability
Gen Z: leading the charge in the slow fashion movement
In the age of instant gratification the population demands everything fast. Fast fashion, fast food, even fast media. Quality craftsmanship has been replaced by mass produced factory made production lines, wholesome healthy meals replaced by fast food and even powdered meal replacements to fit in our increasingly busy lives. Even long form media is struggling to grab the attention of the masses; being replaced by short form 15 second clips competing for your focus. However a significant shift has occurred driven by the planet’s youngest consumers: Generation Z. Unlike their predecessors, Gen Z is embracing slow fashion, a movement that emphasises sustainability and ethical production, championing conscious consumerism.
Why the youngest generation are trading fast fashion for timeless style
Generation ‘Z’ includes individuals born between the mid-to-late 1990s and early 2010s. Growing up with the internet, social media and access to instant information undoubtedly has defined this generation and shaped their world view and communication styles. Known for their values of inclusivity, sustainability, and social justice it’s no surprise Gen Z’s innovative spirit and desire for meaningful change drive their approach to consumerism, culture, and activism.
Several factors contribute to this shift to slow fashion brands:
1. Environmental concerns:
Gen Z is highly aware of the environmental impact of producing clothes for fast fashion brands, including issues like textile waste, water pollution, and the carbon footprint of mass production.
Textile waste
Approximately 92 million tons of textile waste are generated globally each year, much of it from the fast fashion industry. In the U.S. alone, over 11 million tons of textile waste are discarded annually, with only 15% being recycled or donated. It’s estimated that landfill sites globally are nearing their capacity, with some projections suggesting that many major landfills could be full within the next 10 to 20 years if current waste generation rates continue. Slow fashion choices and second hand shopping mitigates this issue immensely..
Water pollution
Producing a single cotton t-shirt can require up to 2,700 litres of water, which is equivalent to the amount of water an average person drinks over two and a half years. Slow fashion choices consume a fraction of that. However it’s not only the sheer quantity of this precious resource that is used but the pollution left behind that is impacting the planet.
The fashion industry is a major polluter of freshwater resources. It is estimated that dyeing and treating textiles releases up to 200,000 tons of dye into the water each year, drastically impacting water quality and marine life. Synthetic fabrics shed about 500,000 tons of microplastics into our oceans each year; the equivalent to more than 50 billion plastic bottles. These microplastics contribute to ocean pollution and harm entire marine ecosystems.
Carbon footprint
The fashion industry is responsible for about 10% of global energy consumption, primarily due to energy intensive processes involved in manufacturing and transportation. It accounts for approximately 8-10% of global carbon emissions; that’s more than international flights and maritime shipping combined. This is largely due to the extensive transportation and energy use involved in production and distribution. Local, slow fashion producers are a far more sustainable choice.
Fast fashion brands often release around 52 micro-seasons a year, compared to the traditional slow fashion industry’s four seasons. This high turnover leads to overproduction, with some estimates suggesting that 30% of clothes produced end up unsold and are often discarded. These statistics highlight the significant environmental impact of fast fashion and the urgent need for more sustainable and ethical practices within the industry.
2. Ethical considerations:
This generation is more likely to be aware and therefore concerned about the ethical implications of their purchases, including the working conditions and fair wages of garment workers in fast fashion supply chains.
Many workers in the fast fashion supply chain are paid below the minimum living wage. For example, in Bangladesh the average wage in the garment sector is around $95 USD per month, significantly below the living wage needed to cover basic expenses in the country.
Not only are these workers paid poorly but according to the International Labour Organization, over 60% of garment workers experience unsafe working conditions. Reports have highlighted issues such as inadequate safety measures and poor ventilation, contributing to high rates of workplace injuries and deaths. Among these workers are often children. An estimated 170 million children are involved in child labour globally, with a significant portion working in the textile and garment industries. In countries like India and Bangladesh, children as young as 10 years old are often found working in hazardous conditions for minimal pay.
Workers in many garment producing countries face significant barriers to forming unions and advocating for their rights. In countries like Myanmar and Cambodia, efforts to unionise are frequently met with resistance and repression, undermining workers’ ability to negotiate better conditions and wages.
3. Sustainability trends:
Fast or slow, fashion is always moving. There is a growing trend among Gen Z towards sustainable living that’s having a truly positive impact including charity shopping, upcycling, and supporting slow fashion brands that prioritise sustainability. It seems vintage is back in fashion (if it was ever out) and the youngest generation are expressing their individuality and personal style through high quality fabrics and second hand garments rather than unsustainable and unethical fast fashion choices.
Shopping high quality second hand and vintage or slow fashion brands not only is the ethical choice but often is the economic choice. At Rag ‘N Bone Vintage we are often asked why we select brands such as Ralph Lauren as such a large part of our collection. We strongly believe that high quality second hand products are of far better value over the course of a season than throwaway alternatives that pollute our waterways, endanger the producers and ultimately end up in landfill. Our vintage Ralph Lauren collection can be washed time and time again and look as good as the day you bought it. Sustainable for the planet, producers and your wallet.
Slow fashion; trend or moving full circle?
It’s clear that Gen Z values individuality and uniqueness, often seeking out vintage, second-hand, or slow fashion clothing to express their personal style and moral code, rather than following mass produced trends.
Gen Z are moving to slow fashion brands, and seem to understand the environmental and ethical concerns with the fast fashion industry, did you? According to a 2021 Fashion Transparency Index report, only 18% of major fashion brands disclose detailed information about their supply chain practices. This lack of transparency makes it far more difficult for consumers to make informed ethical choices and for workers to hold companies accountable.
It seems after many years of fast fashion dominating both on the high street and online we may be going full circle with Gen Z, reminiscent of the thrifty silent generation who also valued craftsmanship and high quality products that were built to last.