Too big to handle?

Too big to handle?

You may have heard it before: “The fashion industry is responsible for 10% of global CO2 emissions” or “It takes 2700 liters to produce one cotton t-shirt”. When looking at these sentences we had an initial “woah” moment; out of all industries, fashion is that bad?

It's easy to succumb to a sense of resignation when faced with such alarming statistics about the fashion industry's environmental impact. Those phrases can trigger that initial shock but ultimately leave us feeling powerless in the face of an industry seemingly insatiable in its resource consumption. Maybe that´s just the cost of wearing the clothes we want and there is little we can do.

However, we see these numbers not as doom but as a call to action. This is not about instilling guilt but about fostering awareness that drives positive change. Let's explore the issue deeper and find out how conscious choices can be a catalyst for transformation.

What makes fashion so destructive?

Fast fashion's emphasis on quickly replicating trends at low costs comes at a significant price. It fosters a throwaway culture where clothing is discarded after just a few wears, leading to an immense accumulation of textile waste. The constant demand for new styles also fuels overconsumption, putting immense pressure on the planet's resources.

Additionally, the fabrics used play a pivotal role in the environmental impact of clothing. Companies opt for cheap fabric sourcing to keep costs down. Usually, the cheapest fabrics are those with existing supply chains and established practices found everywhere. Most established sourcing practices are unsustainable, which subsequently leads to high use of unsustainable fabrics. From synthetic materials derived from petrochemicals to conventional cotton grown with harmful pesticides, these choices amplify the ecological toll of the fashion industry.

The Business Model Matters

With polluting fabrics perpetuated by a fast fashion replacement cycle, the pre-order model emerges as an antidote to the fast fashion epidemic. By prioritizing sustainable fabrics coupled with preordering, we reject the notion that fashion must come at the expense of the environment. Our slow fashion ethos encourages thoughtful consumption as we proactively opt to produce in quantities reflected by real-life demand rather than to overproduce. As consumers, you have the power to reject the pitfalls of fast fashion. Thirsty invites you to be part of a revolution that values quality, sustainability, and ethical practices. In our next blog post, we'll delve deeper into fabric characteristics, unraveling the story behind why we opt for organic cotton rather than other fabrics. Together, let's navigate towards a fashion future that celebrates both style and environmental responsibility.

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