How to start your ‘Conscious Consumption’ Journey
As a society, we are constantly bombarded with new trends, new collections, new ‘drops’, new influencers and ever-changing parameters of what is deemed ‘fashionable’. So it’s hardly surprising that we, as consumers, buy more than we need in an attempt to keep up in the aesthetically motivated and image obsessed world that we live in.
While I think it’s unrealistic to ask society to never buy new clothes again, especially when the billion dollar fashion industry’s foundation is steeped in capitalism. I do however, believe there are ways we can reduce our consumption by adopting a more circular approach to our fashion choices, whether that’s buying preloved, mending and selling our existing wardrobe. Or boycotting unethical fast-fashion and luxury brands and the use of damaging materials such as Polyester, a petroleum-based material derived from plastic or un-organic cotton.
After a failed NYE resolution attempt to buy nothing new, I decided I needed an easier starting point to reduce my overall consumption. Although I managed to drastically reduce the amount of new purchases, I found it very challenging to completely kick the habit. So I decided to start by applying a simple ‘four out, one in’ policy when it came to the occasional new purchase, ensuring I sold at least four items in my wardrobe before I could buy anything new. I set up accounts with Depop and Vinted, and began selling not only to ease my conscience when it came to purchasing new clothes, but also to make some extra money and give my wardrobe a long overdue clean out.
Next, I turned my attention to the brands I was buying from, and decided to start trying to seek out more sustainable fashion brands when it came to those new purchases. However in an industry void of regulation, notoriously opaque when it comes to sustainability, supply chains, materials and workers’ rights, and the overwhelming amount of ‘greenwashing’ marketing from leading fashion brands, I found myself overwhelmed. Over the years, I have found some resources and platforms which have helped me sift through the noise. For tips on how to identify and check the credentials of sustainable fashion brands, keep an eye out for our post in our ‘Guide to Sustainable Fashion Brands’, coming soon to our Article section!
New Purchase: Cut Out White Blazer from Marcéla London, off the back of selling four items on Depop.
I came across Marcéla London the brand recently via an influencer on Instagram, and was impressed with their minimalist style and structured designs which looked like they would stand the test of time and fleeting trends, therefore making their pieces an investment for life. With regards to their sustainability efforts, Marcéla London describe themselves as a small British brand, that apply ‘pre order policy’ to their items to ensure they avoid overproduction and deadstock material. They work with small, independent, niche brands, with shipping hubs in the UK, South Korea, Hong Kong, giving them a platform to share unique designs as well as being committed to working ‘in a slow fashion way’ and avoiding raw materials. While this is all very positive, upon further inspection I have noticed that this piece I purchased is actually made from 100% polyester. Although better than a blend as it’s easier to recycle, it is still a material derived from plastic so in the future, if I am purchasing from Marcelá I will avoid unrecycled Polyester and seek preloved items. When comparing this small British brand to fast-fashion conglomerates, Marcelá London by comparison is a vast improvement with at least some local production, the inclusion of recycled materials, a preorder policy to avoid overproduction and an intent to practice slow fashion however it’s still something to keep in mind!
THE BEST RESALE PLATFORMS:
DEPOP - fantastic audience and the ‘pioneer’ of resale, they take a 10% selling fee. You choose and pay for shipping separately and you receive your sales funds immediately. Find Circular Style on Depop here.
VINTED - the newest resale platform, 0% selling fees and they provide you with a shipping label usually with Hermes or EVRi. You have 5 days to ship your item after purchase and will receive your funds once your item has been received by your buyer, usually a week or so after purchase. Find Circular Style on Vinted here.
VESTIAIRE COLLECTIVE - great for trawling for premium, designer and ‘It’ pieces but don’t expect prices to be super cheap, you will most likely find items for 20-30% off retail. When it comes to selling items, this is good for more luxury items but be aware they do take a 20% cut which acts as a selling and authentication fee.
HARDLY EVER WORN IT (HEWI) - described as a luxury re-commerce site, HEWI is another platform great for trawling for premium and designer clothes, bags and accessories.
SIGN OF THE TIMES (SOTT) - Similar to HEWI, Sign of the Times resells designer brands. They currently have a 70% sale on, so definitely one to peruse. SOTT also have a shop in Chelsea (5 Elystan Street) if you would rather shop in person or if you have items to sell you can either drop them off at the store or they offer a collect service within a 15 mile radius of the store!