Small, ethical brands are popping up left and right, and I couldn’t be happier. We finally have more than a few alternatives to big fashion chains like Zara and H&M - large scale chains contributing massively to the second most polluting industry in the world: Fast Fashion. The trend towards sustainability is growing, and so is the awareness of just how polluting the Fast Fashion industry is - but there’s still a long way to go.
Starting Phemke was fun, challenging and rewarding, but perhaps above it all, it was enlightening. Once I began researching the production side of fashion, I discovered more about the environmental and the social impact the industry has. If a piece of clothing has been priced at $10-20, it has likely been mass-produced by men, women and even children under poor conditions, and has been made from low-quality materials.
I honestly think that more than half of a woman’s wardrobe is untouched, clothes just hang there, perhaps even with the tags still on. And how many times have you gone through packing a suitcase, full of clothes, and then end up wearing only a few things our entire vacation.
We live in a consumer economy; we buy, buy, buy, because that’s what we’ve been accustomed to - despite knowing better and having more ethical choices in our reach. With this is mind; I’m very excited about some of the great and fun trends popping up on social media and Instagram. Trends to inspire us to buy less, but better - and still have fun while getting dressed!
Take for example the #summer10x10 challenge, which means that you wear just 10 pieces from your wardrobe for 10 days in a row but styled or worn differently. Similarly the #project333 challenges you to choose 33 pieces and create a capsule wardrobe which will last you 3 months (excluding undergarments and work-out clothes). #30wears is a challenge encouraging women to wear a new purchase at least 30 times. And I absolutely love the #whomademybag or #whomademyclothes campaigns which tell a story behind the person who made the bag or clothes you have purchased, enabling you to cherish, care fore and use your items more.
So, here’s my challenge to you: get rid of the clothes you never wear, give them to charity or a friend, and start curating a capsule wardrobe with less clutter, less clothes to wash and more to enjoy and be grateful for.
At the end of the day, it’s all about feeling beautiful and good about what you wear for yourself and for the world around you.
Check out Phemke’s website and read about the way we work, and how we try to contribute to happier women and a happier planet.
Click here to read our feature in this month's issue of Good magazine about how to shop more sustainably.
Awesome post! We’re on the same page! Have a look at my blog thepastelproject.com ?
Love the blog, and share your vision. The capsule wardrobe is not only good for its environment, but it made my life easier. No more wondering what to wear!