New research has shown Brits are turning away from the post-Christmas sales out of concern for the environment. So are we finally over fast fashion? BoxingDay Sustainability
, the climate crisis is now mainstream news, and concern for our great green planet’s wellbeing is at an all-time high. With a growing awareness of the impact our shopping habits have on the environment and the people that produce our favourite things, it seems that attitudes are slowly but surely changing for the better.
When it comes to fast fashion - cheap, style-conscious clothing that is produced quickly and unsustainably to meet demand for fresh-off-the-catwalk trends - the research shows that nearly the same percentage of shoppers plan to spend less on cheap clothes out of concern for the environmental impact of the production line.
As promising as the figures are, there’s still a way to go until we wean ourselves off fast fashion, and by that same token, throwaway culture. Judging by the popularity of online retailers and Instagram-promoted brands cleverly marketed by social media influencers, online fast fashion still holds strong appeal for those looking for low-priced, trend-driven pieces.
Even so, consumers are being more discerning in the way they shop. More than 60,000 people signed up to Oxfam’sscheme, whereby participants pledged to avoid purchasing new clothes that month, and a growing number of people are exploring more sustainable ways of shopping, such as buying vintage clothing, swapping with friends and exploring clothes rental services. Not to mention, buying less - in September, the UK clothing market shrank by 3.9 per cent compared with the same month in 2018.
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