So you want to shop more sustainably, but aren’t too sure about the ins and outs of what an ethical wardrobe really means, and don’t have any idea where to start your quest.
You’d be forgiven for thinking the task is a slightly daunting one. After all, you’re changing a lot about what you know the shopping experience to be, your usual go-tos or maybe even the rush you get from impulse buying (we’ve all been guilty).
The good news is that strutting in the right direction isn’t as hard as you might think. Part of why choosing sustainable fashion choices seems like a lot of work, is because fast fashion companies capitalise on the ease of the experience.
Why are we addicted to fast fashion in the first place?
The Conscious Style’s Elizabeth Joy outlined the above as one of the reasons why fast fashion is so addictive in a brilliant explorative piece. Speaking to Climate Change Magazine editor Zainab Mahmood, they discussed some of the reasons fast fashion is just so addictive. Why? It’s widely accessible and bears the illusion of being cheap or a good deal. Then there’s the constant change of the trends cycle that fast fashion not only inspires but exploits to the point where new looks are introduced by some companies like Shein, daily.
The problem: When we think about which industries are damaging the environment, it’s easy to forget the fashion industry. After all, a cute T-shirt with the logo Love Yourself The Planet and Others doesn’t seem harmful, especially not just one shirt, right? With so many massive factories and other industries causing problems, fashion production can often slip through the cracks. However, the backends of clothing production cause a lot of waste, toxins from textile production, greenhouse gasses and carbon emissions. The fashion industry is actually responsibly for 10% of global CO2 emissions each year, according to the Ellen MacArthur Foundation. When that one shirt is seen as a few hundred thousand, suddenly things start to add up.
What sustainable fashion and shopping actually means
When you hear the words sustainable and fashion, images of people wearing drab clothes made out of pineapple leaves that you could never imagine yourself wearing might come to mind. For those in the know, sustainable doesn’t mean sacrificing style or even giving up shopping from your favourite brands. What it really looks at, is clothes that are produced with the environment in mind – from how they’re made to how long you’ll love wearing them. And actually, pineapple leaves aren’t nearly as drab as you’d think. Nike actually made an entire sneaker collection dedicated to the textile.
Some of the most incredible natural materials are used to create pieces that are often way more stylish than what you’ll buy from fast fashion stores. Why? The people who make them do so with longevity in mind, and because they create smaller batches, their goods are often doused with ineffable creativity.
It also means shopping a little less, for pieces that will last a lot longer. So don’t worry about never buying from some of your favourite brands again – if it’s second-hand, it has a place in the sustainable cycle!
How can I jump on the sustainability train?
So much of shopping sustainably is an adventure, or like seeking treasure on an escapade. There are a lot of ways to start the journey, but here are three rules for building your treasure chest – Buy less, buy consciously or buy second-hand.
Where can I shop sustainably in Cape Town?
Cape Town was rated the most sustainable city on the African continent in 2022. So it’s safe to say a lot of Capetonians and the creative subset understand the assignment when it comes to not wanting to make things harder for the Earth.
Many Capetonians are also fashion lovers. Maybe we’re born with it, or maybe it’s the immaculacy of our creative vibes. Pairing both of these strong suits has created a tribe of fashion die-hards, made consciously. Here are a few of our sustainable fashion icons, brand style, to check out in the Mother City:
- Studio Candor
Slow fashion has a home in the quirky and wonderful world of Studio Candor. Their pieces may be made from deadstock fabric, but Studio Candor’s items ooze life and vibrance.
“Deadstock material can come from many different sources: a roll of fabric that was dyed the wrong colour, leftover material from massive fast-fashion production runs, fabric with minor flaws,” explains Studio Candor.
Find them at 2 Scott Rd, Observatory, or check out their website: studiocandor.co.za
- Artclub and Friends
Artclub and Friends earns the chef’s kiss when it comes to simple creativity. Their signature brand name has graced many a classic look, and we’d be severely dungaree depleted in Cape Town without them.
Focused on small batches, making art accessible and handmade creations, Artclub and Friends are transparent, work with only the most ethical factories, and use BCI cotton (Better Cotton Initiative, a non-profit organisation).
Find them at 55 Salt River Rd, Woodstock, or check out their website: artclubandfriends.com.
UbeYou
Upcycling, zero waste and deadstock materials are just some of the tricks UbeYou employs to maintain its sustainable glow.
With a made-to-order model, the brand creates epic and one-of-a-kind looks that are gender neutral.
U caters for everyone seeking a more ethical wardrobe, and has been loved since 2018.
Catch U at the Potplant Club on 215 Bree Street. Pot Plant Club is a boutique store offering different international and local brands in one space. Their focus is on sustainable solutions for retailers and niche purchasing. You can also check out U on their website at ubeyou.co.za.
INKE Knitwear
If you like your knitwear female empowered and modern, then INKE will fit you perfectly.
Handmade from wool mainly sourced from the Karoo and parts of the Eastern Cape, INKE creates long-lasting products made from natural origins, including mohair.
Based in Cape Town, you can find INKE at 7 Nordyk Park, 5 Tegno, Malmesbury or online at inke.co.za.
Hemplove
Proudly South African women stand at the helm of Hemp Love’s ship and directors Loré and Lara are on a mission to make the world a little better, one sustainable item at a time.
Of their mission: “To live a life with meaning and to find meaning in the small things that we overlook in today’s fast paced lifestyles. The beauty in living a conscious life, is that you start playing a role in society,” say the Hemp Love powerhouses.
Natural dyes, organic buttons and of course hemp fibres (which the team believe are the superior textile) all come together to make your next favourite long-lasting piece.
Take a peek at hemplove.co.za.
And don’t forget the niftiest thrift spots that you can check out below.
Also read:
5 of the niftiest thrift spots in Cape Town to dress up your winter
Picture: @studio.candor
