In an era of fast fashion we’re doing things differently to protect our Earth
You’ve probably heard of the term “fast fashion”, it’s become a buzz phrase. What is it and why should we care about rethinking how we discover and express our personal styles?
In short, “fast fashion” is not unlike “fast food”. In theory, it’s about embracing the fashion of the current moment. In practice, it entails cycling at an often breakneck speed through cheap and quickly-made clothing that does little or nothing to protect our planet for future generations.
Until the middle of the last century, “fast fashion” was based on the four seasons of the fall, winter, spring and summer. In the 21st-century it’s even faster, being based on 52 “micro-seasons” a year. At least one new “collection” debuts every week.
This is an unsustainable phenomenon. We aren’t just talking about the adverse effects on our mental health of trying to keep pace with the latest trends – it’s also bad news for our Earth.
If we want a future for our planet, sustainability is our only option
The images we routinely see of plastic bottles, straws and grocery bags that have washed ashore on our beaches are a sad reminder that far too many of the plastic products we use end up in the ocean. One major source of such pollution is much less visible: our clothes.
If you have polyester, acrylic, nylon or other synthetic fibres in your wardrobe, you’re not alone; these materials make up 60% of the world’s clothes. They are also all forms of plastic – and their fibres are released into the environment whenever you wash your clothing.
Even when you are simply walking around in clothes containing these materials, tiny plastic fibres are being released into the environment. When you do wash your clothing, these synthetic fibres shed and pass through to sewage treatment plants and eventually the rivers and sea. These fibres then enter the food chain, being ingested by fish and other seafood that we in turn eat.
It has been estimated that as many as 700,000 microfibres might be released in a single load of laundry – the rough equivalent of the surface area of a pack of gum. And once these microplastics do reach the wider environment they are incredibly difficult to remove. Our focus needs to be on preventing such waste entering the environment at all.
Trust us – it’s much more fun in the slow lane
Why be swept away by the fashion rat race when you can take the scenic route? This is what we believe here at London Cashmere Co. As far as we are concerned, it is much cooler to be mindful of our planet and the manufacturing practices that impact on it so much!
This is why we are all about enjoying ourselves in the slow lane, producing the comfortable, high-quality and truly ethical Mongolian cashmere that will be a dependable staple of your wardrobe for many years to come.
Not only is cashmere an all-natural fibre, but it takes four goats a year to grow the fibre for just one of our sumptuous jumpers. That’s slow! It’s also fashion that’s built to last, all whilst helping to ensure the livelihood of our nomadic herders and cashmere artisans for generations to come.
Shop for the finest in ethical Mongolian cashmere from London Cashmere Co. today – encompassing luxurious jumpers, sweaters, cardigans and loungewear – and enjoy the better view in the “slow lane” of 21st-century fashion, as well as true agency over your personal style.