Sustainable Fashion
One of the most heavily discussed topics, in this last decade, is the environmental decay of our planet. Diverse concepts have materialized in order to find solutions for the problem. Ecology and sustainable growth have been confirmed to be the main solutions currently. Innovations for sustainable growth include: creation of hybrid cars, recycling and minor discharge of carbon dioxide in factories among others (Christ 23). Environmental awareness was also introduced to the world of fashion, unfortunately, it wasn’t very successful; lately there has been a change of situation and that is what we are going to attempt to understand. For almost twenty years now, people have been relying on fast fashion, a fairly new notion, which entails rapid garment production in a cost efficient manner. This efficiency is attained through the retailers understanding of the customer’s wants, which consist in having high fashion looking garments at reasonable prices. Lots of stores have mission statements that endorse this concept of affordable high fashion such as Zara, Mango and H&M and so forth, they are very successful worldwide, has completely taken over; this position for fashion is at its most of unsustainability, as Sandy Black says: “The production and consumption of fashion represent the two extremes of a very long, fragmented and complex supply chain that transforms fiber into yarn and fabrics, which is mediated by designers, manufacturers and buyers into the clothing on offer at retail.”. Fast and cheap fashion implies more disposability, which incites more consumption. Therefore, when eco friendly fashion made its appearance, people weren’t convinced because it looked too cheap and unfashionable––when envisioning eco fashion, people automatically associated it with a variation of earthy colors (brown, khaki, grey, etc.), highly flammable fabrics, to cut a long story short, people thought of them as ugly. It is an eco friendly clothing cliché. Hence, a global