Hi everyone! Welcome back to the Fast Fashion Run(a)way. This post will focus on some of the initiatives and solutions to counter the socio-environmental impacts of the fast fashion industry.
In Chapters 1 and 2, we have seen how fast fashion is harmful to the earth, people and biodiversity. How exactly can we run away from the fast fashion industry and find alternatives to unsustainable, unethical apparel? The answer seems rather straightforward at this point…support sustainable and ethical fashion instead. The terms “sustainable” and “ethical” have become buzzwords in the industry and retailers have been slapping these labels on their brands and claiming that they have adopted a sustainable or ethical business model. This may mean using natural fibres instead of synthetic ones, using recycled materials to manufacture new clothes and sourcing from suppliers and contractors that abide by ethical business practices. In Singapore, many retailers pride themselves on their sustainability credentials, including Whispers and Anarchy and OliveAnkara.
Whispers and Anarchy
Whispers and Anarchy partners with a family-run craft workshop in Bali and fabrics are naturally-sourced that are BCI-certified. BCI refers to the Better Cotton Initiative, a non-profit organisation that oversees the largest cotton sustainability programme in the world. The brand also avoids using single-use plastic packaging or poly bags and every dress is packaged in paper. These dresses are then mailed to customers in a compostable mailer bag made of corn-based biopolymers which decompose in six months. The retailer is also part of the Eco-Packaging Alliance and customers can opt to plant a tree with every purchase. Donations received will also go towards an NGO, One Tree Planted.
OliveAnkara
Another slow fashion brand is OliveAnkara. Selling African-inspired clothes and inspired by traditional designs, clothes and accessories are entirely hand-made and each piece is different from the other. They launched a sustainable line known as “Ajo Aye” in 2021 where clothes are made using TENCEL™ Lyocell fibre, a biodegradable fabric produced from cellulose. Supporting the zero-waste movement, fabric scraps are also used to make small accessories such as earrings, scrunchies and fabric pads. Apart from the aforementioned brands, you can check out 5 other brands here too!
But…how do we know?
A question you may then ask is…how do we know whether brands are sustainable or not? Are they just greenwashing? One way is to look up the company’s website. Why exactly is the company sustainable? Does the company follow any sustainability standards or ethics? Do they have third-party certifications? A GIF of these details on OliveAnkara’s website can be found below:
![](https://blog.nus.edu.sg/fastfashionrunaway/files/2022/04/giphy.gif)
To end this post, I shall leave you with this as a food for thought: the most sustainable piece of clothing is still the one you already own in your wardrobe.
In the next post, I will be sharing more on greenwashing but until then, let’s keep running away from fast fashion!
Cheers,
Chermaine