For many years, mass consumption was considered normal, and so was getting rid of any clothes that had got linted and fluffy, in order to replace them with new ones. But this way of going through clothing is not at all environmentally friendly, and comes at a high cost.
Replacing fast fashion...
When we're feeling blue or have had a bad day, we tend to update our wardrobe. Shopping is an effective way to unwind.
Clothes sales profits rose from 1 billion dollars in 2002 to 1.8 billion in 2015. The reason for this trend is that consumers, bolstered by fast fashion and compulsive purchases, keep their clothes for half as long.
Fast fashion is the fashion industry trend involving companies producing as many collections as possible each year, while offering clothes at low prices so that they are affordable and sell to as many people as possible.
Fast fashion is based on fashion’s trend-based temporary nature, and is now worth 35 billion dollars. However, the mass production of clothes is not environmentally friendly and contributes to a heavy carbon footprint. For example, cotton may have been grown in China, spun in India, then woven in Turkey before being manufactured in Bangladesh, and distributed to consumers in Europe or the United States.
... with "slow fashion"
Today, the world has become aware of what can be hidden behind a bargain. And it's in this "economical and eco-friendly" spirit that the slow fashion trend has emerged.
The use, or rather the re-use, of vintage clothes that last over time, combined with classic, timeless pieces, has made it possible to say “Stop!” to over-consumption. "Make something new out of something old" is the motto of the slow fashion movement.
Slow fashion is also about zero waste and fighting against compulsive buying. Livia Firth, founder of the Eco-Ange website and the Green Carpet Challenge, has this advice: "only buy items of clothing if you can commit to wearing them at least thirty times".
A number of platforms have also been set up to encourage more people to become eco-friendly and join the circle of sellers/buyers of pre-loved clothes. It's a simple and effective way to give your clothes a longer life.
Read also: Clothing care and "slow fashion", an eco-friendly trend!
Giving clothes a second life
When we love a piece of clothing, we prefer to repair or care for it, rather than throw it away. Charles-Émile Hermès, former director and chairman of Hermès, once said that "luxury is that which can be repaired".
This restoration practice is reminiscent of the Japanese art of Kintsugi. This art consists of repairing broken objects with lacquer and then sprinkling them with gold.
However, it's important to remember that every object has a lifespan - nothing is immortal. But that doesn't mean you should abandon your belongings just yet.
SteamOne technology
Who hasn't wanted to give a second life to their favourite outfit or extend the life of their boyfriend's accidentally-on-purpose stolen jumper? Thanks to SteamOne technology, it's now possible!
Between fading colours, shrinking trousers and fraying jumpers, we often think of our clothes as damaged after several washes.
But that's just proof that every garment has a soul, which, if properly cared for, can live longer. A rechargeable clothes shaver makes this possible.
Easy to handle and simple to use, anti-pilling razors have been designed to easily remove fluff and lint from all types of fabric. Whether it's delicate fabrics such as knitted jumpers, soft wools or rough fabrics, it's now easier than ever to look after your laundry and extend the life of all your clothes.