Sustainability in fashion is not a matter of how big or small your role is. Every individual has the capability to influence. Fashion is one of the biggest industry in the world, and one of the most polluting. The good thing is that the younger generation is getting more engaged, they care, they read, they are aware and they are ready to contribute.
Photographer: @runvijaypaul
Sustainable fashion isn’t considered cool or a priority by most consumers. How can we change that perception?
“There was a time when mink fur was the epitome of high-fashion, and now it is illegal to wear it, apart from the public backlash. Similarly, we collectively as consumers need to relook at who we idolize and what we idolize as a ‘look’. The market serves us, we shouldn’t forget that.” @moseskoul, Musician.
“Our thinking is what we need to change. Just because its made from discarded scraps does not make it uncool.” @tarinisethi, Fine Artist, and Curator.
“There has to be more conversation around individual impact. It is our collective problem today. Fashion is a powerful tool that can be harnessed to change to the world. It is time for brands to address sustainability in their approaches and make it cool for a thinking consumer to be attached to them.” @shy_machete, Co-founder @_huemn.
What can we do as consumers to reduce wastage in fashion?
“I really like this tactic a lot of fashion labels, most notably H&M, are using, it is called a ‘circular economy where they attempt to close the loop of production by sourcing their materials sustainably. You might have seen recycle bins at H&M stores where they collect your old clothes, send them back to their factories to make new fabrics and textiles from it. As a consumer, to be aware of such initiatives and participating in them, in addition to attempting to reduce your clothing consumption is important.” @sakshirakshas, Student.
“Buy less, re-use more. And when a friend starts a conversation or tries to take a step towards sustainability, don’t judge, encourage.” @wungmi, Student.
“We cannot go shop blindly, we need to read more about brands, and what goes behind making those clothes, and invest in ones that are more conscious towards the environment.” @x.namor, Musician.
@tarinisethi is wearing: Sneakers, @adidasoriginals; Trousers, jacket, @zara
Do you think social media pressurizes young people to spend more than they can afford? Do you feel the pressure?
“No. Social Media has done the opposite. It is easier to reach out to sustainable brands that do not have an outreach or the capital to set up stores. You’re more tuned in with the ethical conversations around the fashion industry. One way to reach out to the younger generation is to make sustainable fashion affordable, attractive and accessible. We have to understand that people want things that are aesthetically pleasing. And there is nothing wrong with that.” @moseskoul, Musician & Model.
“At this age acceptance and a sense of belonging is really important. You are only considered cool if you follow trends and are in touch with what is in, therefore, most of us end up dressing like each other, there is no individuality left. If there is anything cooler than the new pair of Yeezy’s, it is individuality. Don’t fall under the pressure to buy more.” @x.namor, Musician.
“Totally, a lot of young people look up to these influencers on Instagram flaunt all the fresh stuff and tend to habituate the need for them to get hold of every trend. I don’t feel the pressure anymore, I did when I was new to Instagram, it was like a whole new world of cool. I have come to a point where I get what I need and not settle on wants.” @wungmi, Student.
Other than just fashion, how can people lead a more sustainable life?
“Question your choices, and question where your clothes are sourced from and question how important this item is to you and how long you plan to keep it.” @sakshirakshas, Student.
“Educate someone who might not otherwise know, about steps we can take and also the consequences of plastic and fast fashion. Plant a tree. Wash your clothes less!” Tarini
“Hang clothes to dry, ditch the dryer, use public transport more, carry a bag to the market and say no to plastic bags, skip the straw if you can. Above all, shop consciously.” @esme_singh_shaiza, Student.
“Don’t’ be embarrassed to invest in good quality or vintage clothing. Download apps made for selling or buying reused stuff. Avoid polyester and acrylic fabrics. Instead look for cotton, organic silk, linen, hemp, organic wool or semi-synthetic viscose. Synthetic fabrics are made of fossil fuels, the process of dying them produces massive amounts of chemical waste. Because the material is cheap, many brands use them more. It will lose it texture and won’t last you more than three to for washes.” @wungmi, Student.
@jasminesiingh is wearing: Skirt, jumper, @benetton ; Hoodie, fannypack, @adidasoriginals; Sneakers, @nike
What would you invest in that would last you long and never go out of style?
“Classic shoes like #OldSkoolVans and #ChuckTaylorAllStars. Not only are they affordable, they never go out of trend and you can pair it with anything you have, any outfit.” @x.namor, Musician.
“#DrMartens boots, any vintage glasses and a good denim jacket from Levis.” @wungmi, Student.
“A nice pair of #Vans that’ll look cool even when old and busted, they can be dressed up or down so easily that I’ll always find a use for them.” @sakshirakshas, Student.
How much importance is the fashion industry in India giving to this whole conversation and what measurable steps are being taken?
“I think India is sustainable in its approach to fashion not in a conscious effort to be environmentally friendly but by virtue of our culture and clothing habits. A lot of people wear bespoke clothing- kurtas, sarees, lehengas are all tailored to a person and not replaced every year as fast fashion is. We’re also the world’s leading producers of organic cotton, which I think is very important since chemicals used in growing materials for textiles are really toxic, for the environment but especially for the people growing it.” @sakshirakshas, Student.
“As far as Indian fashion goes, a deeper understanding of our businesses is paramount. The idea of sustainability in Indian fashion needs to be reintroduced because most labels who wear the tag aren’t actually providing for a better tomorrow. Short term strategy can only do so much. The emerging generation is very mindful and designers and brands must create value for them to align with the idea of a better tomorrow. Indian fashion needs to deconstruct itself and repair all over again. We need to think global, we need to cater to a multinational audience to have a bigger footprint of our culture and our design as mindful and relevant to a global consumer. Make the product more than just ‘sustainable.’ Sustainability in fashion shouldn’t be a ‘perk’ it should be a necessity. The product by itself must be covetable, relevant, exciting without having to market as ‘sustainable’” @shy_machete, Co-founder @_huemn.
@x.namor is wearing: Sneakers, @vans ; Cardigan, trousers, @zara
What advice would you have for the current generation to save the planet for the future? to buy less? to re-use more? Anything that you personally also practice?
“I try to be aware of the good/bad effects of every step that is involved in whatever I wear. Ignorance usually helps us escape guilt, but when we educate ourselves, it’s hard not to feel responsible for our actions. It’s best practice to avoid buying that odd item that is a one-time wear. Take advantage of recycling schemes that brands offer and recycle/reuse or hand it down (Its in fashion now, anyway) I have started a new initiative which delves into something similar in a unique, creative way. It’ll be out for the public very soon.” @moseskoul, Musician & Model
What are your thoughts on fast fashion brands? Young adults cannot do without them since they are affordable and in trend?
“Fast fashion brands exist because there is a market demand for them. They produce fashion which is in trend, and to undercut prices they tend to indulge in severe malpractices. But, to expect everything to be morally absolute is delusional. Many fast fashion chains are now aware of the public eye and scrutiny and have launched various initiatives that do try to minimise the bad effects of production.” @moseskoul, Musician & Model
@moseskoul is wearing: Pants, jacket, jumper, @noughtone01; Bag, @adidasoriginals ; Sneakers, @gstarraw
How much importance is the fashion industry in India giving to this whole conversation and what measurable steps are being taken?
“I think India is sustainable in its approach to fashion not in a conscious effort to be environmentally friendly but by virtue of our culture and clothing habits. A lot of people wear bespoke clothing- kurtas, sarees, lehengas are all tailored to a person and not replaced every year like fast fashion is. We’re also the world’s leading producers of organic cotton, which is think is very important since chemicals used in growing materials for textiles are really toxic, for the environment but especially for the people growing it.” @sakshirakshas, Student.
What advice would you have for the current generation to save the planet for the future? to buy less? to re-use more? Anything that you personally practice?
“I think that no matter what choices you make fashion wise, it is important to have a level of awareness so that you question your choices, and question where your clothes are sourced from and question how important this item is to you and how long you plan to keep it.” @sakshirakshas, Student.
@sakshirakshas is wearing: Pants, @noughtone01; Jumper, @benetton
What advice would you have for the current generation to save the planet for the future? to buy less? to re-use more? Anything that you personally practice?
“I believe in small and measurable steps. One person at a time. I walk as much as I can, where I can and when I can. I walk to college everyday and for long distance travel I take the metro. Over all, I try to waste less, buy less and use more. There was a time when I used to spend ALL my pocket money on clothes and shoes, but now I’ve cut that down also.” @wungmi , Student.
What immediate steps can the younger generation take towards sustainability?
“Go to the website of your favourite brand and if you see that they aren’t talking about their sustainability practices, that should be a red flag,.” @wungmi , Student.
@wungmi is wearing: Shirt, @gstarraw; Shoes, @converse ; Jacket, thrifted; pants, @zara .
