Consumers have significant power to drive demand and influence fashion brands and retailers towards more sustainable practices. By making thoughtful purchasing decisions focused on longevity and environmental impact, individuals can collectively push the industry to become greener over time. Some specific actions consumers can take include:
Prioritize longevity and quality over trendiness. When choosing new clothing items, select well-made pieces crafted from natural or recycled materials that can be worn for several years or even decades through repeated laundering and mending as needed. Focusing on timeless styles and colors that don’t go out of fashion quickly will allow garments to have a much longer useful life. This reduces the total number of clothing items needing to be produced and eventually thrown away every year.
Look for locally-made options when possible. Purchasing clothing produced in one’s own country or region can significantly reduce the environmental footprint from long-distance transportation. It also supports small domestic businesses, helps local economies, and lowers the risk of overseas human rights issues in the supply chain. Sites like Etsy make it easier to source handmade or artisanal fashion from independent designers nearby.
Prioritize natural and sustainable materials. Fibers like organic cotton, linen, hemp, wool, Tencel/Lyocell rayon from sustainably harvested trees have lower environmental impacts than synthetics. Look for specific certifications like Global Organic Textile Standard (GOTS) tags that prove non-GMO and chemical-free cultivation and processing.
More sustainable materials also include recycled polyester, nylon and cotton fibers created from post-consumer waste like plastic bottles. These reuse resources instead of extracting new raw materials from the ground. Buy second-hand or vintage whenever possible to extend the lifecycle of already existing clothes.
Pay attention to care instructions and wash properly. Most items only need washing when truly soiled to maintain their shape and color longer. Air drying and line drying uses no energy compared to machine drying. Harsh dryer heat is one of the quickest ways to degrade natural fibers prematurely. Choosing lower temperatures and shorter cycles for washing and drying also helps fabrics last.
Give pre-loved clothes another life through resale or donation. When finished with items, resell them on sites like Poshmark, eBay, Depop or donate to charities. This allows others to buy quality used clothes more affordably while keeping textiles out of landfills. It also financially supports the original purchaser when reselling.
Be vocal with retailers directly. Make sustainable choices and materials a priority when shopping in stores or online. Politely inform customer service about preferences for eco-friendly brands, request more transparency on social and environmental policies, and note appreciation for companies making progress in those areas. Retailers are paying attention to consumer demands and priorities.
Join advocacy groups and sign petitions. Organizations like Fashion Revolution, Remake, and Material Impacts actively lobby policymakers and fashion brands to improve sustainability standards. Signing open letters and participating in campaigns brings visibility to important issues like living wages, fair contracts, toxic chemical use and climate policies. United consumer voices can pressure high levels of the industry for reform.
Spreading awareness positively influences others. Educate friends and family members about more mindful consumption habits and viable sustainable options. Teach younger generations the impacts of fast fashion so they develop sustainable mindsets early on. A growing critical mass focused collectively on longevity and eco-friendliness over trends can transform the entire sector for future generations.
With over 62 million metric tons of clothing ending up in landfills or being burned globally every year, individual consumer choices undoubtedly make an impact when taken to a widespread scale. Consistently prioritizing quality, reuse and natural materials in all purchases while expecting accountability and transparency from retailers signals a mandate for real industry change to minimize textile waste and prevent environmental damage from current linear “take-make-dispose” practices. Individual power multiplied across millions of conscious shoppers could finally incentivize brands to shift from unsustainable business models towards a true circular fashion economy.