According to a report released by the Ellen MacArthur Foundation it is time that we made a radical change today, for the fashion of tomorrow. It is time that we make changes that have better results on the society and the environment around us. One way to achieve this is by moving towards the circular model of textile production.

Wondering why the sudden change?

The fashion industry has now become aware of the detrimental effects caused by the misuse of resources like water and dyeing of clothes, the residue of which is left in the rivers nearby. Furthermore, the industry produces 1.2 billion tonnes of greenhouse gases that are harmful to people’s health.

Massive amounts of clothes are produced due to huge demand and supply of the same, leading to  massive fabrication of cheap quality clothes with repetitive designs putting forth the term ‘fast fashion’. Therefore, the emergence of conscious clothing is vital to the sustenance of every being involved in the production process. Even as the two terms seem to be interchangeable, when viewed at the surface level, they are, in fact, a contrast to each other. Conscious clothing refers to ethically measured production and the consumption of clothes.

It’s time that customers make the move from a fashion-conscious mindset to a conscious fashion one. Here’s why…

1. Transparency In The Production Of Clothes

Conscious fashion brands like Zest Melange provide transparency to their customers on several aspects such as production of clothes, labor involvement, safety condition of workers, material usage details, etc. Such details give an insight to the customer about the quality of the outfit they going to wear along with a guilt-free relief of minimizing the harm to Earth’s environment in any way. 

On the contrary, fast fashion provides for none of the above. In fact, at times it provides inferior quality of clothes with little to no thought in its production. These clothes may provide the customer with a sense of walking with the trend but also  affecting the confidence with the guilt of not being concerned of Earth’s environment.

2. The Holistic Approach

Brands are taking a holistic approach towards fashion, by becoming a part of the responsible clothing tribe. Contrary to fast fashion, brands focused on ethical process, where they use organic cotton, recycled water and waste and choosing alternative energy, wherever possible to power factories. Such brands are thus known to take the 'slow fashion' approach. In this approach brands can focus on creating good quality and responsible process. Fast fashion, on the other hand, is unbothered and involves the mass production of clothes.

3. Quality Over Quantity

Even though fast fashion is in demand, there is still hope for brands that promote conscious approach for consumers. Cconscious fashion brands like Zest Melange are putting an effort to ensure that the production of clothes are based on conscious material resourcing and . Simultaneously, they have maintained the aspect of fashion by maintaining European quality with trendy and stylish clothes.

With the emergence of such brands, customers can now strive for responsible clothing made from zero wastage, minimalistic, and allows for a regenerative future. A 2017 study by Conn Communications on Corporate Social Responsibility reveals that 68% of millennials bought a product with a social or environmental benefit. The intent of customers these days is to choose quality over quantity.

Conclusion

Conscious clothing needs to be a priority. Being fashionable mustn’t come at the cost of harming the environment and those dwelling in it, in any way. Ethical fashion must be made a standard benchmark to judge a brand for its quality. In contrast, responsible clothing must be our i.e. the consumer's prime concern.