Sustainability: What. Why. How.

2 months and 1000 hits later I thought I would do a ‘quick’ update for any readers still not quite sure what I’m banging on about week after week...

The word ‘sustainable’ comes with a whole host of stereotypes and is often completely misunderstood. Dressing sustainably doesn’t mean having to wear dresses made of hemp or t-shirts created from recycled bottle tops. It encompasses a whole lot of ethical beliefs and concerns, but in terms of the fashion industry, sustainability means being aware of what you are wearing and where it is that those clothes have come from.

The concept of sustainable fashion targets the unnecessary consumerism that dominates our society by offering an alternative to the fast fashion industry. The alternatives are good quality products; hand-made pieces that often use organic or locally sourced materials. Unfortunately these aspects bring expense, meaning a sustainable product will always be more expensive. For anyone who missed my first blog post, A Sustainable Thread was born from my own frustration at being unable to source affordable sustainable fashion.

After two months of actively trying to shop sustainably here are the best ways I've found to go about it.

Rather than buying something that will only last one season or a few washes, invest in something that has the potential for longevity. It doesn’t have to be super expensive- something as simple as a good pair of jeans that will last you a year or two rather than a few months.

Shop second hand: trend cycles mean that what is in season right now probably was 40 years ago too! Vintage shops are a wonderful way to recycle unwanted quality, affordable clothing and are particularly good for sourcing all the 90’s geek grunge in at the moment. Charity shops are also a wealth of potential bargains if you’re prepared to dig deep.

Look further afield than the high street. Increasingly, young designers are incorporating sustainable methods into their work; see Christopher Raeburn and Liora Lassalle or companies such as The Reformation. Rather than letting the sustainable element take priority over the aesthetic itself, brands are beginning to combine the two resulting in on trend sustainable pieces.Look out for sample sales and end of season discounts.

However, that’s not to say avoid the high-street altogether. Big brands like Topshop and H&M are also creating specific lines specialising in sustainable pieces. This article that I wrote over the summer for UoN's Impact Magazine explores the way in which high street companies are beginning to adopt sustainable strategies.

Shopping sustainably is not as hard as I thought. My bank balance is healthier than it has been in a long time because I’m not just buying for the sake of it or on a panic induced whim. Really considering how a specific piece will work within my wardrobe helps determine whether I actually need or want the item in question or if it’s just another passing fancy. Just by keeping an eye out and thinking ahead it becomes surprisingly easy to interpret the season’s trends in a sustainable way.