4 practical ways to consume fashion more mindfully

In a world screaming for sustainability, is mindful fashion the better way to go?

It is a well-documented fact that fashion is the fourth most polluting industry in the world, after energy, transport and agriculture. According to a 2017 report by the Ellen MacArthur Foundation, the equivalent of one truckload of clothes is being burned or landfilled every second—a scary statistic. What, then, is the solution? Sustainable fashion would perhaps come to mind immediately—a term so overused it’s hard to keep up with what it really means. With so many factors at play—fair pay and labour practices, the use of chemicals and microplastics and their subsequent harmful and wasteful impact on the environment—is it even possible for a brand to be fully sustainable?

Globally, many in the fashion world have pushed to boycott fast fashion. While this would be an ideal solution to most of the problems fast fashion brings with it, it isn’t a practical one. Making sense of sustainable fashion can be complex, but reducing your own carbon footprint as a consumer of fashion might not be too difficult.

So let’s start small.

Ditch overconsumption

Buying less is a good way to start. “Be mindful of what you are purchasing, and ask yourself if you really need it. Understand that there is a huge impact on energy as well as human resources with every item we purchase. If the answer is yes, I need this item, then I think it's very important to take proper care of the garment so it lasts as long as possible,” says Patrick Duffy, founder of Global Fashion Exchange (GFX) and a renowned sustainability advocate. Buying pre-loved or vintage clothing is also a wise option. With the rise of e-commerce sites specialising in pre-loved clothing and accessories—like The RealReal, Vestiaire Collective and even Etsy—it’s increasingly clear that circular fashion is becoming the future.

Repeat and restyle

Instagram promotes constant newness through influencers and sponsored advertisements, and herein lies the paradox of social media marketing. However, when influencers use their platform to spread the right message, Instagram can be a powerful tool attempting to change people’s mindsets. “I always try to encourage the audience to repeat looks, tweak them a bit here and there, and to play with what they already have. You don’t need a new outfit every time you step out,” explains Rasna Bhasin, a well-known Indian influencer.

During festivals and wedding season, buying new clothes is often the preferred choice as people don’t like to be seen repeating occasion wear. That mentality needs to change. Indian wear usually comes in the form of separates and has the potential to be styled in so many different ways. “When it comes to weddings, I do a lot of repeating [of clothes]. We need to remember that Indian clothes, even a sari, are separates. So pair the same sari with different blouses and have fun creating new outfits altogether. A lehenga choli is three pieces—I have borrowed a dupatta from a friend and paired it with a lehenga and it gives it a fresh look,” says fashion writer Sujata Assomull.

Borrow or engage in style swaps

A shopping spree before an important event or a holiday is always enjoyable, but ever tried raiding a friend’s closet instead? Borrowing is a great alternative to buying. Not only do you save money, you also don’t end up with too many clothes. “I recently had to give a talk at the Emirates Literature Festival on the House of Gucci book. A friend happened to have a Gucci jacket, so I borrowed it for the event,” says Assomull.

Additionally, it’s a fun way to experiment with new styles. “If I want to try on a new style I’m not too sure about, and my friend has that particular piece, I might borrow it from her to check it out. That way you make fewer fashion mistakes,” she adds.

Style swapping is also becoming an increasingly popular way of refilling and unloading your closet. “Swapping clothing is one of the kindest and easiest ways to protect the planet. It reduces the impact on the environment by extending the lifespan of the products, helps people to understand the difference between ‘end-of-use’ and "end-of-life" items and tries to gain maximum utilisation of "end-of-use" items. This creates a community around the idea that we can all take a stand for a better planet, simply through the act of exchanging clothing,” explains Duffy.

In India, entrepreneur Nancy Bhasin launched an app called This for That to create a community of swappers. Members can swap clothes, shoes, accessories and beauty products— a great way to upgrade your closet and save products from going into the landfill after just a few uses. A total win-win. Alternatively, you can even swap clothes and accessories with a bunch of friends to keep it more intimate and personal. “I want to do more of it and spoke to a few of my friends on how we should start a style-swap WhatsApp group,” adds Assomull.

Reduce microplastic shedding

Synthetic materials such as nylon, acrylic and polyester release an alarmingly high level of microplastics in the laundry that eventually end up in the ocean. “Microplastic shedding is becoming a huge problem as we use detergents that are largely chemical-based,” explains Anjali Patel Mehta, founder and designer of the label Verandah. “Natural fibres like hemp, linen, cotton and wool don’t shed microplastics if they haven’t been washed with chemicals first,” she adds.

While we can’t completely stop buying synthetic textiles, we can definitely tackle our laundry more mindfully. Investing in a microplastic filter like the Cora Ball helps reduce up to 31 per cent of microfibres in the laundry. Other tips include choosing cooler and faster cycle options while using the washing machine. A study conducted in 2020 at the University of Leeds states that doing so could reduce microfibre release into the environment by up to 52 per cent.

Hand-wash delicate garments instead of opting for the “gentle cycle” which uses twice as much water. “I think hand-washing and air-drying clothes helps. You use less water, put back a lesser amount into the system, and subsequently have a reduced quantity enter the ocean—I think that’s really the way to go,” says Patel Mehta.

Given that sustainable clothing is more expensive and not everyone might have that kind of purchasing power, writing off fast fashion will not be that easy. Changing the way we see fashion—a new perspective if you wish— is likely to be more achievable. Change doesn’t happen overnight, but we have to start somewhere to make progress. As Emily Dickinson once said, “One step at a time is all it takes to get you there.”

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