How Consumer Action can Help Build a Sustainable Future for Fashion

Fashion consumers have more power to make a difference than ever before. Their attitudes, behaviour and habits are changing, armed with the knowledge of the impact that fashion is having on the world around us. Their role in this complex paradox has changed to reflect the uncertainty of the environmental crisis, shifting from that of passive user to engaged investor. This sphere of influence also sits with the fashion brands and companies who are vital stakeholders in moving the industry to a more responsible future.

The imbalance of human activity in the natural world has caused the onset of an Anthropocene era, with fashion contributing exponentially in a multitude of ways, from the creation of pollution and waste, to the reliance on finite resources such as oil in the production of synthetic fibres. This paper explores the need for a change in our relationship with clothing, with the creation of value suggested to promote product longevity through life extension strategies such as repair and repurpose. Further conclusions include the development of consumer to product value through personalisation and physical tacit behaviour.