What I Learnt from One Year of not Buying Fast Fashion

At the end of 2017, I made the decision to stop shopping from fast fashion stores. This spontaneous decision came from one late night browsing random videos on YouTube. I stumbled upon two videos titled ‘The Fast Fashion Trap’ by the Un-Material Girl and Justine LeConte. These videos instantly had an impact on me, showcasing the truth behind conventional fashion stores and their business models.

What is fast fashion, you ask?

The term fast fashion is used to refer to clothing stores that generally have dirt-cheap prices, fast turnover of stock (anywhere from one week to one month), and use unethical practices to produce their clothing.

Given that fast fashion did not reflect my internal values, it was a logical decision to make the switch from fast fashion to more ethical fashion and second-hand clothing. During the course of the year, I learnt four key things about my shopping habits.

1. I shopped with intention

On occasions, I did make an impulse purchase here and there, but for the majority of the purchases I made during 2018, they were done with intention. I gave myself time to determine whether a piece worked with my style; I asked myself if the cost-per-wear of each item was reasonable, and if that piece was going to last in my wardrobe for a long time.

Furthermore, I also did research into a brand or label before purchasing from them, regarding their ethics and sustainability measures. Primarily, I used the Good on You app to guide my research. From shopping intentionally, I discovered a vast range of brands that I am proud to say I support, including Dorsu, Solomon Street, and Reformation.

2. Second-hand is not always second-best

I discovered that the second-hand clothing market had quality items that were as good, or even better than what I could buy new. The saying ‘they just don’t make them like they used to’ applies here. In the past, the majority of clothing was made to last, but nowadays, a lot of clothing is seen as disposable, which is represented by many items that cost less than a cup of coffee.

They Just Don't Make Them Like They Used To

For instance, I wanted to add a denim jacket to my wardrobe, and for the first time, I turned towards a vintage option. I was a little hesitant at first to say, I wasn’t particularly fond of the ‘vintage smell’ at first (you know, that musky, slightly unpleasant smell), but I got around that problem by using some vinegar, which lifted the smell right out. Since then, that jacket has become one of my most-worn pieces in my wardrobe, and it cost me about half the price of what I would’ve paid for the same item new.

3. I added items to my wardrobe that I had never owned before

 A surprising statistic about most of our wardrobes is that we only wear 20% of our clothing, while 80% goes unworn (source: The Cut).

As someone who used to buy most clothing on sale, I learnt that buying a piece that you will actually wear often at full price is a better purchase than buying something that you don’t truly like on sale. For instance, I was previously a sucker for cheap t-shirts, and quickly amounted an excess number of them.

To help me with not shopping the sales exclusively, I created a list of what I wanted to add to my wardrobe at the beginning of the year. I also treated each piece of clothing or accessory as an ‘investment’ per say, taking into account whether the quality, materials, and construction of a piece was genuinely worth the cost.

This method of shopping enabled me to add items to my wardrobe that I was missing, or had never worn before, such as a blazer, denim jacket, boots, and a leather bag. I found that these items made my wardrobe more versatile for multiple occasions.

4. I learnt to love and appreciate my clothes

It seems slightly bizarre to say that I developed a love for my clothes, but that’s what really eventuated.  From each stitch, seam, rivet, and button, I learnt to appreciate and determine what good quality clothing really was like.

I also learnt to appreciate the people who made my clothes. Behind each item is a real person, who is using their hands and skills to make what you wear and own. A piece of clothing is more valuable to me if the makers are paid a fair wage and treated with respect.

Not shopping from fast fashion for a year has significantly changed my perspective on how and where I shop, and I am now a more conscious consumer when it comes to fashion