The true cost of the fast fashion

We all grew accustomed to fast fashion. From movies, and tv-series to magazines we all saw how fast this business model recreates trends and high-fashion designs, mass-produces them at a low cost, and brings them to retail stores quickly. It became a norm to buy a different outfit for every occasion and throw it off after a couple of wears. It is no surprise that customers throw clothes away because they are no longer in a good shape, or the design is no longer fashionable - what surprises the most is that fast fashion companies throw away clothing as well. Because they were unable to sell it.

Some of these garments get recycled though that is only possible if the item is made from one fiber and not mixed fabrics. Try to imagine the quantities that are being thrown away every year. Other destructive factors include poor working conditions, child labor, environmental destruction from hazardous chemicals, plastic-derived materials, and increasing amounts of water pollution and textile waste. It became obvious that the future of fashion must change. And one of possibility to slow down fashion is made to order clothing.

What is sustainable fashion?

Sustainability is described as an avoidance of the depletion of natural resources to maintain ecological balance. It includes all phases of a product’s lifecycle – from growing, and dyeing to making, and exploitation of a certain product. It is mainly about cutting CO2 emissions, addressing overproduction, reducing pollution and waste, supporting biodiversity, and ensuring that garment workers are paid a fair wage and have safe working conditions.

Sustainable fashion plays a crucial role in shaping how the fashion industry can improve its practices, reduce environmental harm, and support garment workers. Sustainable brands use natural or recycled fabrics that require significantly less to no chemical treatment, little water, less energy, and no fertilizers or pesticides to grow. What is more, sustainable fashion mostly works with the made to order clothing principle (MTO) which reduces the cost and resources needed to produce clothing tremendously.

Why made to order is sustainable?

The nature of made to order means that the manufacturing process will only begin when the company receives the order. No mass production means fewer resources needed and less unsold clothing piling in landfills. Made to order clothing drastically reduces waste, resources, energy, etc. While fast fashion focuses on producing clothes as fast as possible and as inexpensive as possible, the quality of the item suffers. Rather, made-to-order brands can keep their overhead costs down and guarantee impeccable quality because they don’t have unnecessary costs, to begin with.

Made to order clothing is dedicated to bringing more thought back into what customer purchases. Not only a more significant investment but also because the item is perfectly tailored to you. It allows brands to move away from the need to stock and have leftover stock if customers do not purchase all of it.

Why made to order is beneficial to the customer as well?

Most companies working under this principle, offer the ability to fulfill an order with the exact product specification required by the customer. The customer may be able to personalize the item in a specific length or according to personal measurements. Adding pockets, and zippers or changing the neckline and other details of the item may also be possible. Sometimes you see the skirt you like but the length just doesn’t work – this issue can be easily solved when purchasing from brands working under this unique principle.

Made to order clothing also ensures that you will have an exclusive and authentic piece that will help you stand out from the crowd – a relief to those who love being in a spotlight and use their style to express personality.

An item that was made specifically for you and has an emotional, sentimental value as well. Made to order clothing requires much more time and effort to ensure impeccable quality and longevity. It is guaranteed that the customer will be able to pass down their favorite made to order dresses to future generations of the family.

Of course, made to order clothing means that the customer will be required to wait longer for the product – which is a mind-shift moment for some customers who are used to receiving their clothes a few days after the order is placed.

Why made to order could be the future of fashion?

We already explored how made to order is beneficial for the customer, yet fashion brands would also benefit from this revolutionary practice. Made to order has the potential to make the fashion industry more sustainable because if each clothing item would be personalized, companies would save hundreds of thousands of tons of resources, CO₂, and water. It would also reduce the likelihood that the manufacturer will have any unsold stock.

Made to order offers great advantages for manufacturers, especially now because sustainable, slow fashion is being recognized and appreciated more than ever. According to The Global Sustainability Study 2021, conducted by global strategy and pricing consultancy Simon-Kucher & Partners, of more than 10,000 people across 17 countries shows that sustainability is becoming increasingly important in consumers’ purchasing decisions, especially as consumers see themselves, along with profit companies, as the primary catalysts for change. It is obvious that customers are the main force that can change the future of the fashion for the better.

How can you tell if the business is sustainable?

Usually, the sustainable fashion brand is transparent. Transparency makes it easy to engage with the customer and build strong and meaningful relationships while also ensuring the customer and building trust. The company is transparent about its business principles, financial viability, work conditions, and treatment of its workers.

Truly sustainable fashion brands always have a mission or a goal that is communicated through their social media and website. For example, we are on a mission to create lifetime linen products that we wear ourselves and create a community of conscious summer chasers’ where each of us could be an impactful earth-friendly change-maker.

Another great indicator of transparency is certification, such as OEKO-TEX. This standard simply means that there are no harmful chemicals used in the production process of the fabric. No kind of allergic reactions are caused using linen and it is also helpful in treating several allergic disorders. Transparent information should always be available on request or on the company’s website, and social media.

How can you support sustainable fashion?

Although we are used to consumerism and sustainable fashion seems like a very hard thing to do, it can start by changing your small habits for the better. Instead of purchasing from fast fashion stores, try to support sustainable fashion brands instead, especially those working under the made-to-order principle.

Invest in natural, timeless, and high-quality items that would last you a long time. For example, linen is extremely durable and stain-repellent meaning you will not have to wash it often. This would save you time, money, energy, and water resources.

If there’s an item in your closet that you like to throw away, try to sell, donate, or gift it to a family member or a friend. Some items you are tired of seeing in your wardrobe might bring a lot of joy to their new owner. Don’t forget to show your support for sustainable brands through social media or simply spreading the word to your family or friends. The more the customer will support and demand sustainable fashion, the more available it will be.