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Can You Really Give Up On Fast Fashion? Four People Tell Us About Their Experience

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Fast fashion and access to reasonably priced, trendy clothing has risen through the essentials and has become a way of life. But durability is possible without burning a hole in your pocket. Four people who have abandoned fast fashion tell us how.

With the opening of a new H&M and Zara in almost every mall, fast fashion has caught on to us in ways we can’t imagine. The trends that are presented in two seasons: spring / summer and fall / winter are now divided into several other seasons. New trends from these catwalks are introduced to fast fashion stores almost every two weeks, and we are all guilty of impulse buying. Most of us may not know it, but fashion is considered the second most polluting industry in the world. We all love polyester tanks and t shirts because they are cheap, wrinkle free, and readily available. But this fabric traps bacteria and stinks so quickly that you have no choice but to throw it away. It can take up to 200 years for this garment to decompose.

Sustainability, as a buzzword or a way of life, started to take on even more meaning when Covid-19 arrived. Sustainable clothing brands and thrift stores are born, but ultimately it depends on who consumes fast fashion. We spoke to four people who ditched fast fashion, and that’s all you need to know to start your own slow fashion movement. Mumbai-based restaurateur and lawyer Anish Shetty quit fast fashion a year ago as he became aware of his purchases. “We had organized a book drive where we donated books for the poorest. Most people wanted to donate clothes with the intention of getting rid of their clothes, and looking at the amount and type of clothes we were getting, I realized I had to take a conscious call to switch to sustainable fashion. . I started investing in classics even though they were expensive and shopping from sustainable brands. And how did his choices affect his personal style? “There are two parts. I buy clothes with the intention of not throwing them away quickly after three to four wears. I have them personalized instead of random online shopping. It’s a more personal experience for me now. Fortunately, local brands are persistent and trends don’t seem to affect them, ”he adds.

Can people make the switch easily? Shetty thinks the quality is better than the quantity. “Who wouldn’t want clothes that last longer? Plus, fast fashion can look weird once you look at yourself in a photo after a few years. Stick to the enduring classics – I would always say, ”he adds. Shikhar Singhal, a 23-year-old architect turned illustrator and graphic designer, quit fast fashion some time ago. “I think growing up my family didn’t really buy from big brands and usually bought clothes from stores that sold copies of original brands, and sometimes clothes sewn by tailors. After I went to Lucknow for college, the practice didn’t change, ”Shikhar recalls. Shikhar thinks fast fashion is really hard to catch up with, especially when it comes to people who aren’t thin. “We never really found good clothes in our sizes in quick fashion, so not following them helped make the decision to give up,” says Shikhar. Shikhar believes that the conversation about fast fashion in Indian markets varies depending on the context from city to city. “There are new showrooms and new stores that sell big brands, and people prefer them over local brands because they believe expensive products are better. How to advise someone to move towards slow fashion? “To anyone who’s trying to switch to looking for more sustainable brands, do your research – in large part – because there are brands that will tell you they’re sustainable, when they probably aren’t. ? It might not be easy, but after a while you will get there, ”says Shikhar.

Yash Pandit of Mumbai gave up fast fashion when he started college, and discovered thrift and export junk shops in the city. He prefers to buy from these stores than from sustainable brands as such. “Thrift stores sell great clothes for comparable, if not really affordable, pretty much the same brands I buy. I was really worried at first because I didn’t trust the quality, but you get what you pay for, honestly, ”he says, and recommends thrift stores around town, especially in suburbs like Bandra and Malad, or Churchgate.

fast mode

Tanishka Singh ditched fast fashion at the start of 2020. “I had been reading about it for over a year now, and buying fast fashion has cast a shadow over my conscience. So I decided to start buying from local vendors, little artists, thrift stores, grab clothes my friends didn’t need anymore, stuff like that. I started to buy clothes that matched my aesthetic more. I mainly buy from online thrift stores or stores that I know support local artists, ”Singh explains. Singh believes that in India small vendors, local businesses have always existed; it is mainly the big cities where fast fashion is more prevalent. “It’s the audience that needs to be targeted with sustainability in the fashion context. Personally, I think the economy is very cheap, even cheaper than fast fashion, and if done the right way, it can pave the way for sustainable fashion. In the early 2000s, we saw the peak of healthy buying habits where consumers made smart purchasing choices and, in the current pattern too, taking things slowly is the best course, even for the most part. fashion.

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