Fast fashion, slow cotton

I recently provided some input on a story for the Lush Times (yes, connected with the ethical beauty company famous for their delightful bath bombs).  Here's a preview, and a link to the full article:

Amid the designer luxury of the recent Paris Fashion Week, new clothes were paraded down the catwalk, ready for the latest trends to hit the high street. But experts are calling for dedicated followers of fashion to shape a new industry trend: one of sustainable fashion and organic cotton. Stepping away from the world of fast fashion, consumers are being encouraged to think about what lies behind each garment.

The cotton growing and harvesting process may not be the first thing on consumers’ minds when they purchase clothes, but sustainability expert Lisa Heinze is keen for this to change, and for the real ‘value’ of garments to be revealed, from cotton production to the creation of clothing items.

She said: “Once we start looking at garments not just as a garment, but as a collection of stories about people who created that garment, we increase its value.”

This approach could lead to consumers approaching fashion in a more conscientious way, taking an interest in the chain of events leading up to an item’s creation, and whether it has been fair for both people and planet.

Lisa Heinze said: “Learning even a little about garment production can help us gain an appreciation of how much time and effort people put into making the clothes we wear.”

The sustainability expert highlights a number of environmental and social issues related to fashion production, including water use, water pollution, worker safety and garment waste. She said that the issue is exacerbated as the fast fashion cycle becomes faster.

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