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Sustainable Fashion

A conscious choice.

The price of the clothes we wear is being paid by the environment we live in. Consumers in the developed world have become used to fast fashion and treat cheap clothes as a throw-away commodity that mostly ends up in landfills. The average consumer today purchases 60% more clothing than 20 years ago. Each garment is kept half as long, and about 40% of clothes in the wardrobes of developed countries are never worn.

The often-dismal workplace conditions that supply our growing consumption came to light when on April 24, 2013, the Rana Plaza tragedy killed over 1,100 garment workers in Bangladesh and wounded over 2,200 more. The incident left consumers all over the world questioning who makes the clothes we wear every day and in what kind of conditions? Leading brands have since then committed to safer factories, and a number of action groups and ethical clothing initiatives are now tracking performance and are shining a light on the value chain.

The concerns of water scarcity and climate change are on the rise, the industry’s enormous environmental footprint has been moving centre stage as well. By some estimates, the fashion industry is responsible for up to 10% of global CO2 emissions, 20% of the world’s industrial wastewater, 24% of insecticides and 11% of pesticides use.

This has certainly called for an initiation of Fairtrade, which is about better prices, decent working conditions, local sustainability, and fair terms of trade for farmers and workers in the developing world. By requiring companies to pay sustainable prices, Fairtrade addresses the injustices of conventional trade, which traditionally discriminates against the poorest, weakest producers. It enables them to improve their position and have more control over their lives.

Fairtrade is a simple way to make a difference to the lives of the people who grow the things we love. Empowers people in the poorest communities of the world to work their way out of poverty and look forward to a more positive future for themselves, their families and their communities.

Supporting sustainable fashion is about more than positively impacting the environment. It’s about making a choice to support the people behind the clothes, to choose quality over quantity, to choose longevity over trends. Slow fashion is about more than clothes. It’s about the story behind your clothes.

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