The impact of fast fashion

Fast fashion refers to garments that are sold and produced very cheaply and often under poor working conditions. In addition, fast fashion brands copy the latest catwalk trends or even designs from small businesses and sell them for much less.

Why is it bad for us and the world?
More than 60 million people are working in the clothing industry of fast fashion. Over 15 million are based in Asia with more than 80% being women. Due to fast fashion over 85% of all textiles are thrown away each year. Just because it is cheap and consumer are not emotionally attached to their fast fashion pieces.

Fast fashion is as well extremely damaging for the environment. Washing your clothes releases 500’000 tons of microfibres into the ocean each year (equal to 50 billion plastic bottles). The fashion industry produces 10% carbon emissions. That is as much as the European Union! Let’s not even talk about the usage of water and the pollution of rivers.

Fast fashion is bad. There is no other way to say it. As a small business, we work very hard on our designs and ideas and try to make a difference in the fashion industry. We try to give our consumers the option to buy more sustainable and unique pieces. Fast fashion does the exact opposite. Copies designs, hurts the environment, mass production. Of course, this is very damaging and challenging for the world and small businesses.

What you can do:
We know it is very tempting to buy fast fashion. Especially when you are young and money is short. However, maybe just think if you really need this certain garment before you buy it. And as well consider buying less but better quality. Support brands with a sustainable approach. You do not have to stop buying fast fashion if you don’t want to but maybe reduce it to a minimum. And believe us it is much more enjoyable to have pieces in your closet that mean something to you and the environment!

What we do:

• We only use sustainable materials.
• Sustainably produced in Europe/ Portugal.
• High quality, versatile pieces. If you take care of them, they will last you for a long time.
• No mass production! Our products are very limited and exclusive.