Wearing a new piece of clothing is usually associated with great joy and excitement. unfortunately, this uplifting experience doesn't withstand a closer look at the fashion industry.
First, there is the psychological aspect: the addictive potential that comes from an industry that creates desires in us that we didn't even know we had. Digitalization, the constant availability of products that all come with an expiration date, tailored by algorithms designed to tell us what we need, and when we don't need it anymore, as well as the speed with which goods are produced and delivered, leave us always wanting more.
Second, there is the environmental aspect: The fashion industry's fast-paced production cycles significantly contribute to the degradation of the Planet, including water pollution, greenhouse gas emissions, and the accumulation of textile waste in landfills. According to estimations of the European Parliament in 2024, the fashion industry is responsible for 10% of global carbon emissions, more than international flights and maritime shipping combined. It's estimated that 100 to 150 billion pieces of clothing are produced every year, 50% of which are discarded, incinerated, landfilled or shipped off to become the problem of developing countries instead. As "everybody does it" we are becoming more and more desensitized to the true cost of our production and consumption habits.
Many companies within the fashion industry are vast conglomerates with significant influence, often setting the agenda and prioritizing short-term objectives. This dominance has been shaping industry practices and decision-making for decades, often at the expense of long-term sustainability and environmental considerations.
Facing increasingly conscious customers, the industry now wants us to believe, that there is a way to shop ourselves out of the problem by buying green fashion. But it's obvious that the only way is not to buy at all and rather re-use or repair or at least to buy considerably less by opting for fewer but longer lasting products.
Another aspect of conscious consumption is realizing that fashion often fails to fulfill its promise of lasting happiness. Despite our desires for new garments, the satisfaction they bring is fleeting. Continuously seeking happiness through ever-changing fashion trends sets us up for frustration and perpetual longing.
Some tips could prove effective here, such as not making impulse purchases, but allowing at least a day to pass to have enough time to think about whether you really need something. Or to ask yourself a few questions before buying, like which items from my closet do i really like to wear, are they the cheap fast fashion pieces? Another tip could be to give away at least 1 or 2 items from your closet for every new item you buy. This sounds simple, although not always easy, but in the end, we should never forget the power we have as individuals to make a change.
Last but not least we also want to emphasize the care aspect, since it's easy to be overlooked. Proper care is the key to sustainability. At SUNSOCIETY, we designed every piece with longevity in mind: the longer you wear your clothes, the smaller their environmental footprint becomes. A few simple steps help your pieces stay beautiful and functional for many seasons. Go to our Swimwear Care Guide to learn more!