Consume your Ethics

The issue of plastic carrier bags and their devastating effect on our environment is, understandably of huge concern. It is important, however, to realise its insignificance in comparison to other environmental issues. The problem of plastic bags is essentially easily rectified by human action, they are easily recyclable and many alternative carriers exist - plastic bags needn't pose as much as a threat to our planet as, for example, oil, coal and water consumption. As a contribution to a blog entitled "Consume your Ethics" I decided to investigate the fashion industry. In Designers, Visionaries and Other Stories, Kate Fletcher describes the three key issues connected to the fashion industry as, climate change, consumption and poverty. So how does an industry responsible for such an environmental impact escape the disapproval awarded to other industries? Whist a person may be aware of the environmental impact of the fashion industry it seems largely disconnected from our consumer considerations. For many, the subject lies at the back of the mind until reminded by an article in the paper or a program on television. In my case, while I refuse to eat meat, buy Nestle, or buy eggs from caged hens I will quite happily buy clothes in Primark. This is not because I'm greedy, inconsiderate or ignorant; I simply believe (and Fletcher agrees) fashion is central to culture. I can live without meat, Nestle, Gap, or plastic bags. I do, however need clothes - cheap clothes.

So... how do we combat this problem? Fletcher identifies '5 ways' in which the fashion industry can produce Clothes that Connect. Items of clothing will need to be, Local, Updatable, No Wash, Nine Lives and Supersatisfiers. A garment that is made where you live, never needs washing, works with human needs, has multiple lives and encourages a "strong and nurturing relationship between consumer and producer" is Fletcher's ideal. Her idea of the future of the fashion industry encourages; "versatility", "inventiveness", "personalisation" and "participation". People Tree are a retailer of ethical clothing; their principles on eco-fashion are perhaps the best effort yet, but there is still room for improvement. Rather than dwelling on issues such as plastic bags shouldn't we just ban them and move on to more pressing issues?

Ester Kneen

Fletcher, K - Clothes that Connect.

From Chapman, J & Gant, N (2007) Designers, Visionaries and Other Stories. London : Earthscan