Putting the brakes on fast fashion
Yesterday the United Nations Environment Programme published an article mentioning Girl Meets Dress and suggesting dress rental, hiring clothes as one way to reduce our textile consumption.
The fashion industry globally produces 20% of wastewater. Textile dyeing is the 2nd largest polluter of water. This ‘trend’ urgently needs to stop. Keep clothing in use for longer and consider renting clothes to reduce your contribution #SolveDifferent
“The fashion industry produces 20 per cent of global wastewater and 10 per cent of global carbon emissions – more than all international flights and maritime shipping. Textile dyeing is the second largest polluter of water globally and it takes around 2,000 gallons of water to make a typical pair of jeans.”
“Some argue that recycling is itself energy intensive and does not address our throwaway cultureâ€”the number of times a garment is worn has declined by 36 per cent in 15 years. An alternative might be found in a viable rental market for clothes. Pioneers in this field include Dutch firm Mud Jeans, which leases organic jeans that can be kept, swapped or returned, Rent the Runway, Girl Meets Dress and YCloset in China.
â€śThe rental model is clearly a winner for the higher end of the market where consumers may have no intention of wearing an occasion dress more than onceâ€¦ but at the lower end, itâ€™s all too easy to go online and be able to buy outright any trend or item,â€ť says Perry. â€śFor rental to be a success at this market level, companies need to offer sufficient choice of brands and styles that would engage consumers and tempt them away from outright purchase, and the rental service needs to be smooth and faultless.â€ť
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