How consumers can drive eco-friendly fashion choices

The responsibility for sustainable fashion lies with both consumers and brands. Brands should offer repair services, and incentivize recycling and upcycling to reduce waste. The fashion industry has evolved massively with fast fashion, leading to increased pollution and climate change impacts. Social media exacerbates the issue by constantly pushing new trends, leading to a throwaway culture, especially among Gen Z, who feel pressured to keep up with fast fashion.

The main roadblock is a lack of awareness. Sustainable fashion needs more discussion in mainstream channels, acknowledging the limited availability and higher costs of eco-friendly options. Societal pressure to always look fashionable also contributes to the problem, along with 'greenwashing' by brands falsely claiming sustainability.

Consumers can make a difference by buying less, choosing well, and adopting practices like upcycling, recycling, and thrifting. They should research and question brands to avoid greenwashing, understand the true cost of sustainable options, and join communities to promote and practice sustainability.

In conclusion, both consumers and brands must recognize the urgent need for climate action. Brands should offer sustainable options and services, and consumers should adopt responsible fashion practices. The shift to sustainability is essential and must begin now.


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