As brands are rapidly producing new items of clothing and selling them inexpensively to keep up with the latest fashion trends. This is encouraging consumers to dispose of their items without thinking about it. This is known as fast fashion and has resulted in a huge amount of over-consumption.
But what happens when consumer dispose of their unwanted clothing?
The Ellen MacArthur Foundation (2017) reports that less than 1% of material used to produce clothing is recycled into new clothing, which reflects the unsustainable nature of this industry.
The surge of influencer marketing plays a key role in this culture as companies are paying influential people to promote their products and instead of simply creating a desire, they have mastered the social platforms to drive sales, which is fueling the culture of over-consumption even more. This has created a disposable culture where people buy clothes more regularly to keep up with the latest fashion trends and perfectly good clothes overloading landfill sites.
In honour of our Pledge to REUSE this July, follow in the footsteps of many celebrities who have also decided to change the way they influence purchase to influencing people to reuse their clothing by donating them to Oxfam to support the campaign against ‘throwaway fashion.'
Celebrities such as Kylie Minogue, who donated a sun visor, and Johnny Marr, who gave a shirt were involved in the campaign along with Gabrielle Aplin, Sheryl Crow and many others. Oxfam used Glastonbury festival to encourage people to pledge not to buy any new clothes for one month and stick to second hand unwanted clothing.