The pandemic has caused it's obvious worldwide devastation and totally changed the way that we have all been able to live our day to day lives. There seems to be very few positives to take from a truly terrible global situation.
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Still there are some cracks of light in this dark moment. A greater appreciation of the essential and priceless work from those that are usually labelled “unskilled”, to seeing a much needed reduction in global emissions, to communities coming together to look after those who are most vulnerable. Humans are able to adapt and overcome.
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Luxury brands have also stepped in to help. Burberry making 100,000 non surgical gowns. Barbour producing 1000-1500 disposable gowns a day. Prada and Armani have also seemingly overnight become manufacturers of protective clothing. Whether these brands have done this out of a human duty or purely as brand exercise in public relations we are still to see. What we can be sure of is consumers are now looking for more ethical practices from their favourite label.
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The fashion industry is currently being compelled to take a long look at itself. “Fast fashion” is emblematic of everything that is wrong within the business. Relying on instant gratification of its consumers, thriving on incessant and immediate consumption coupled with a blatant disregard to their employees in the poorer countries that are on low wages in manufacturing. This is no good for us or the planet.
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People now buy 60% more clothing than they did in 2000 but hold onto each piece half as long (McKinsey) The results are shocking with an estimated £140 millions worth of clothing going into landfill each year (Waste and Resources Action Programme).
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Orsolo de Castro a sustainable campaigner who runs Fashion Revolution believes that people will now want to “buy to keep” and we now have a “turning point” where we will search for a brand that “responds to the needs of the planet”
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The textile industry has already demonstrated robust flexibility in responding to the demand for PPE and Face masks and now is the time to move on in a culpable and conscious way. Helping consumers make fewer impulse buys and more thoughtful purchases whilst having total traceability of their sustainable supply chains with much lower environmental impacts.
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A recent Euratex survey showed that approximately 60% of European companies expect a 50% drop in sales and production with 1 in 4 closing altogether. This could create a massive change. Covid 19 will eradicate the weaker, less sustainable players and hopefully leave the more digitally connected, adaptable and forward thinking companies.
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If “Fast Fashion” does survive it absolutely must change moving forward, forcing the industry to slow down and reassemble and rebuild whilst being aware of workers rights from poorer countries that have already been ravaged by the disease