The seasons have changed a lot and the reality is that our buying habits adapt to them. For the pre-coronavirus era, our joy was the walk in the shops and the live shopping, something that changed dramatically in just one year. From where our trust was wavering about how to shop online, today it has become our next click and add to cart our new favorite habit. But how does this affect our planet and, by extension, the habits of consumers?

The fashion industry is considered - especially in recent years - one of the “dirtiest” industries with many recorded incidents of work accidents, child labor and environmental pollution, which is why we are slowly seeing a big shift towards a more sustainable version of clothing creation. However, the trends and their rapid change do not allow their assimilation in society and so more and more consumers are turning to fast fashion giant companies for the renewal of their wardrobe. But how does this affect our society and the environment in practice? Every end of the season thousands of unsolicited clothes is destroyed and thrown away without being recycled thanks to overproduction and the need for over-consumerism. Underage children work in third-world factories almost all over Asia under adverse conditions where events that are of course rarely published, for little money, and this is all supported by us consumers who continue to choose such companies.

For example, SheIn, a beloved online store all over the world, uses very low-quality materials to maintain its low prices, while with tools such as Marketing and social media, it constantly promotes its items, so that what you see and finally buy has nothing to do with what you receive. In fact, according to the latest statistics in June, Shein's sales surpassed Amazon for the first time in the iOS App Store and became the top shopping app in 50 countries. This figure translates to $10 billion in 2020 and that means the eighth consecutive year in profitability of more than 100% threatening Inditex and Asos to close and takeover. Founded in 2008 and without any physical store ever, this brand threatens employee jobs and the closure of shops all over the world and we are not only talking about small boutiques but even H&M. In 2015 he did aggressive marketing as Shein and sent clothes to influencers whose last thing they cared about was the origin of textiles and ethical fashion. Launching sites in Spain, France, Russia, Italy, and Germany and began selling – ridiculously cheap – shoes, cosmetics, bags, and jewelry. By 2016, SEO Marketing recruited 800 designers for the company who practically copied faithfully what was circulating on the catwalks. Of course, his popularity skyrocketed and today he is one of the biggest brands in the world and he believed with many more billions and trillion dollars. The result? Renewing your wardrobe with 30euros – many times change including, for items that from the very first application and washing will be completely useless. At this point it is worth noting that most companies choose China and other Asian countries such as India or Bangladesh to relocate or create new clothing factories due to cheaper production, cheap labour and more flexible laws against exorbitant working hours. Recently, Turkey joined these countries.

But why am I telling you all this? It is a fact that we need to become wiser in our shopping and realize that what we buy behind hides a story until it reaches our own hanger. So if we support such companies as SheIn and many similar ones, we indirectly support child labor and especially immoral fashion, when in 2021 we are talking about climate change and clean sustainability. So, if you choose paper straw, your own reusable water bottle and you shop from SheIn or similar online stores then you cancel any attempt at eco living.

So think and look before you buy something, where it comes from, who has created it and why it is so cheap. Stop complaining about something that seems expensive to you and appreciate the fact that there are still companies large and small that choose quality rather than quantity. As my mom says, it's better to buy one and valuable item than a lot and go for the novelty of the case. The motto buy now wear forever should become a habit for all of us by investing in pieces not only over time in terms of trends but also in terms of quality.

I know I triggered overthinking again, but I hope by the next time we see you you have tried to change your consumption habits somewhat by helping the fashion industry become more ethical and less cruel to children and folks who depend on their jobs.

Xoxo
Elena Vafeiadi