Sustainable clothing vs. fast fashion

Do you know where your clothes were made and under what conditions?

130 billion pieces of clothing are manufactured annually worldwide, and the textile industry is trying by all means to produce more and at a lower cost.

As a "fashion designer", I can assure you that between materials, labor and transport, a dress at 29.90.- is impossible to produce while respecting ethically responsible production methods.

But then how does the fashion industry manage to offer such ridiculously low prices?

First, the materials used are often of poor quality; the fabrics lose their shape in the wash and wear out very quickly. Of course, cheaper means lower quality. Second, cheap clothes, mass-produced in thousands of copies, lack attention to detail. Who hasn't bought a garment with shoddy workmanship and seams that come undone after the first wash? These clothes have a very limited lifespan and are immediately replaced by the next trend.

As an example of cheap fabrics, I can give you one among many. When I was in London for my Master's degree in Fashion Design, one of my colleagues bought scuba fabric there and also had some shipped from China. The price of the fabric from China was 15 times lower, but the fabric was of very poor quality. Moreover, it was uncomfortable and felt like plastic.

The fashion industry is trying every possible way to lower manufacturing costs. They are therefore relocating their production to countries with cheap labor, allowing them to pay meager wages. Very low wages also mean deplorable working conditions for the workers. Added to this are the dilapidated buildings in which the workers toil. The most recent disaster is the collapse of a textile factory in Bangladesh, which killed several people and injured thousands (Rana Plaza).

As consumers, you have a choice!

More and more Swiss people are paying attention to the origin of their food. This was evident during the "February Without Supermarkets 2018" challenge, in which consumers supported local businesses. Just as with our food, everyone has a role to play in gradually changing the fashion industry. Supporting Swiss or European brands and designers for their values, expertise, and the quality of their clothing is already a step towards ethically responsible fashion.