KEYWORDS: THE FASHION INDUSTRY • ENVIRONMENTAL CHALLENGES • VALUE-CHAINS
The fashion industry must adress how consumer behaviour can become more aware and divert the fast fashion industry; from the current fashion abuse of the fashion industry. Fast fashion is abusive, because the producers exploit human weaknesses, such as capitalist consumption patterns, to increase their profits. Capitalist consumption is the social bad consciousness of humanity. And, we, the consumers exploit fashion abusively, to get the short thrill. The fashion industry, is not sustainable, ethical or circular at all. Note this: We have exceeded the planetary boundaries in the fashion industry and in the global society elsewhere (Karlsson 2020). Our Earth system processes must contain planetary environmental boundaries. Nature and humanity must recover from the abuse . A 'sustain style' is a style were sustainability, ethics and circularity co-work, co-evolve and co-create with technology, in the whole value-chain. And, fast fashion reformes itself into a sustain style; a more ethical, equal and fair, social, environmentally friendly system, which altogether are empowering for the producers and the costumers. The producers of the fashion industry only answer to consumer behaviour (Karlsson 2020). If we request something different; a sustain style, they will answer, and encourage a system change that is beneficial for us all. Because, it is not entirely up to us consumers, the fashion industry, in a holistic perspective (Karlsson 2020), has to take their part of the responsibility. And, unfold the consumers environmental concerns in order to be worthy of operating in the fashion industry. And ultimately; to be worthy of being named a sustain style, the businesses in the fashion industry needs to go sustainable, circular and ethical. When it comes down to the future of humanity and containing planetary environmental boundaries, we must be uncompromising in our environmental, social and ethical requests and demands, to the fashion industry! We have to share the benefits and the costs, that the current fashion industry, has left us with. And finally, we must start the step by step transformation of the value-chain of the fashion industry, towards reaching our common environmental goal. Fashion is fast, style is lasting. And finally, these goals must be assisted by; not goverened by, textile and material technology! Relying on a technological fix only, is too risky, and we do not yet have all the solutions in textile and material technology (such as e.g. finding a sustainable alternative to cotton). But, technology has already gained monumentum (Karlsson 2020)! The future must, however, rely on sustainability, ethics, and circularity. A sustain style, might, therefore, be part of the solution to our environmental challenges. We must start out by sharing and spreading Avant-gardiste knowledge and inforrmation on sustainable, ethical and circular style. This, by continuing and empowering the emphasise and nurturing of the style of the future; a sustain style, instead of fast fashion.
Karlsson, E. (2020). Houdini. Development Goals Forum (Dgf) 2020. Why Should We Choose Sustainable Fashion? [03.05.2020]. Oslo: Design og Arkitektur Norge (DOGA).