Fast Fashion Doom: “I Can’t Make a Difference.” You Can!

Learning we have enough clothes for six generations but we keep overproducing them. Piles and piles of discarded garments. Yet another friend bragging about their SHEIN haul…

If you also experience what I call ‘fast fashion doom’, I get you.

Sometimes, I feel that way too, both as a consumer and, in my case, the co-founder of this ethical fashion platform, especially because I’ve seen many small sustainable brands go bankrupt while ultra fast fashion giants keep growing. 

And when it all seems too big and unstoppable for us to have an impact, we wonder “what’s the point in trying?”. But while it’s healthy to acknowledge and process those emotions, it’s vital to remember that we CAN make a difference! 

And the cherry on top? We’ll feel better and more hopeful, too.

The biggest responsibility isn’t on you (but we can still make a difference)

The mainstream conversation around fast fashion overconsumption focuses on us consumers.

Instead, I 100% believe that we need systemic change, and the biggest responsibility should be on brands and relevant organisations. 

At the same time, though, while we work towards a fairer system, we can align our personal actions with our morals to make a difference and replace fast fashion doom with optimism.

As Anne Marie Bonneau said, “We don't need a handful of people doing zero waste perfectly. We need millions of people doing it imperfectly.”

The same applies to buying, wearing, and thinking of our clothes with a more sustainable approach. 

7 ways to make a difference through your clothes and actions, replacing ‘fast fashion doom’ with hope 

1. Get the most out of the clothes you already own

The most sustainable garments are the ones in your wardrobe.

In fact, did you know that keeping an item for just 9 more months reduces your carbon, water, and waste footprint by 20-30%? 

So:

• Focus on your style and think timelessly instead of following impersonal and temporary trends 
• Ditch the unrealistic mindset that you must always be seen wearing different looks, both in real life and your social media grids
• Rewear the outfits that make you feel like your best self 
• Pair up your existing garments in different ways to create all kinds of new outfits 
• Take care of your clothes to help them last longer 

2. Pause and think before you buy

With their psychological and marketing tricks, fast fashion brands have been brainwashing consumers into buying clothes on a whim or autopilot.

So, do the opposite: stop and think first.

• “Do I actually like and want this, or am I buying it as a coping mechanism?” (e.g. because you’ve had a stressful week) 
• “Does it match my style, or is it something I like on that model but that I’d find excuses not to wear?”
• “Does it go with the garments and accessories already in my wardrobe?”
• “Can I see myself wearing it at least 30 times to offset my environmental footprint?”

Personally, I also set a maximum number of items I can buy per year (and that includes second-hand ones). It helps me stay on track and reminds me of how much I already own.

3. Think of clothing as a shared experience and mission

The opposite of fast fashion’s solo overconsumption? What I call community fashion: seeing clothes as something we can share and circulate (before, during, or after we’ve owned them) while we work towards the same mission

• Borrowing and lending clothes to your loved ones and friends
• Attending clothing swap events or hosting your own, as an informal party among friends
• Renting clothes, especially occasionwear and anything you’d only wear a few times
• Swapping them with people in your area using peer-to-peer platforms (I’ve been using and loving The Clothing Loop)

4. Focus on the positive… and encourage it!

When we’re surrounded by people who don’t seem to care about sustainability as much as we do, we feel even more hopeless, and this can lead to resentment or unhelpful comments from our part.

For example, a while ago, I felt discouraged when a friend sent me a birthday gift through Amazon (which I don’t consider an ethical platform). But after showing them some nice items I got from a clothing swap, they joined me at one of those events.

So, this has become one of my mottos:

“Instead of getting discouraged by what the people around you are still doing ‘wrong’ with fast fashion, look at all the positive steps they’re also taking (and encourage them in a constructive or fun way)” – Melissa Wijngaarden, Project Cece

5. Connect your friends and loved ones to ethical brands

Small ethical brands need our support more than ever.

They’re trying really hard to make a positive impact, but because they don’t encourage overconsumption and they have lower margins and marketing budgets, it’s harder for them to stay in business. It doesn’t help that many consumers still think “ethical fashion = boring, plain, or ugly”.

So, if you discover a sustainable brand that aligns perfectly with your friends’ style… share it with them!

6. Amplify other voices and stories, and have the right conversations 

We’re not here to preach, but we can—and should—talk about fast fashion and ethical clothes mindfully:

• Online, share and engage with relevant content that fills you with motivation or draws attention to the problems of fast fashion and the inequality of this industry 
• Offline, talk about what inspires you or angers you when it comes to the clothing industry (with tact and empathy!)

7. Buy less but better: support small ethical clothing brands

Yes, ethical clothes have higher price-tags (because, unlike fast fashion, they don’t hide an expensive environmental and human cost). But the goal isn’t to replace fast fashion hauls with impulse purchases from sustainable brands, anyway. Overconsumption is never eco-friendly.

So, when you buy less but more mindfully and you then rewear it for years, your cost-per-wear becomes much lower, and you can even save money in the long run.  

As for where to find the right ethical clothes for your style, budget, and ethos… right here!

On Project Cece, we brought hundreds of fair trade brands in one place and added filters to simplify your choices.

Fast fashion doom can feel overwhelming and disempowering, but now you know: you do have the power to make a difference!