Initiating Change with EFI
By: Laura Stowell
Now more than ever we live in a fast-paced world and a hyper-consumerist society. The fashion industry has evolved into a collection of disposable, trendy items that are out of style just as quickly as they came in. This fast fashion takeover has directly correlated to the rise of social media and its influencers who consistently promote the latest microtrends. But can we really blame them? Getting paid to show off micro skirts, leopard print and cowgirl boots doesn’t sound like an offer many would pass up. These influencers have a lethal combination at their disposal - social media platforms that can access millions of users and online fashion that is cheap and instantaneous. It's no wonder how young people (whether consciously or knowingly) fall into the trap of fast fashion brands like Shein. The promotion of inexpensive, trendy clothes is practically everywhere at all times. With this current environment, it becomes the responsibility of individual consumers to purchase and promote consciously. In a world of fast fashion there is still hope for the mindful and ethical shoppers.
Image from EFI’s Instagram
I’ve known the negative consequences of unreliable brands and “too cheap to be true” products. The excessive carbon footprint, water waste, poor garment quality and contribution to landfills. However, we don’t hear nearly enough about the alternatives and possible solutions to these serious issues. What can we do in our everyday lives to be the antithesis of fast fashion? To answer my questions I looked to a club here on campus - the Ethical Fashion Initiative (or EFI). EFI works to educate people on sustainable fashion as well as actively practice it in their events. I spoke with members of the club regarding their opinions on the current state of the industry as well as their involvement in sustainable consumption. When asked if she believes the fast fashion problem can be remedied, fashion merchandising major and EFI member Kelly Behr said, “I think it's going to be hard to completely shut down until more sustainable and ethical options become more accessible to the masses, however I think there is a large interest in second hand fashion and certainly an ever growing market to combat fast fashion.” Behr approaches these issues with logic as the fast fashion industry has become the dominant player in retail. But she also sees the silver linings - people like her who are passionate about ethical consumerism and are hopeful for it to become more mainstream. If presented with more sustainable options that are as prevalent and trendy as their counterparts, thoughtful shoppers are more likely to choose them.
Image from EFI’s Instagram
In order to delve deeper into the specifics of what is actually “sustainable”, I asked Behr what it means to be an ethical shopper or consumer of fashion. She described her values, stating “first and foremost, I believe in the longevity of products. I tend to keep garments for several years and I think I've been able to do this because I shop for my own style and self expression not for the trends or the masses - so it makes it easier to enjoy what I already have. To me shopping ethically means depending on second hand items first and after that looking into the background of brands, and maybe spending more for better quality but less quantity.” This sentiment shows clear actions we can all take as shoppers to be more sustainable. Shopping ethically doesn’t have to mean spending more money, it can be as simple as reusing what you already have. Expression is essential when it comes to fashion, but it can also be inherently ethical - finding unique pieces at thrift stores or wearing items in different ways. Re-wearing and upcycling IS trendy and should be more so than buying the Zara top everyone has. And in case you have more money and want to spend it, opting for higher quality clothes means more durability, quality, and an extended life span.
To further create a profile on the average sustainably-oriented fashion student, I questioned the Vice President of EFI, Sophia Hamilton. She gave me insight as to why she chose the Ethical Fashion Initiative specifically, as well as their overall goals as a club. “My interest in this club stems from the desire to promote sustainability in fashion as well as connecting others who want to share a commitment to ethical practices and also who want to educate themselves more on how to shop sustainably.” Hamilton not only feels personally committed to ethical practices, but she also sees the value in the club being a connective and safe environment. Members of EFI can find like minded, conscious consumers and lovers of fashion like themselves. As described by the Vice President of the club herself, community is important in order to educate others about the dangers of fast fashion and promote sustainability. EFI strives to support fair labor, improve environmental practices, and raise awareness about the impacts of the fashion industry.
Image from EFI’s Instagram
In reference to her vision and goals for a “sustainable fashion fall”, Hamilton says that she, “envisions collections that prioritize natural materials, local production, and innovative recycling methods, along with campaigns that encourage mindful consumption and community engagement!”
Everyday conscious consumer choices are essential, but so are long term goals and hopes for the future. For this season, Hamilton has a familiarity and knowledge of specific resources and methods that can improve the state of fashion. When discussing something up and coming like a pushback against hyper-consumerism and fast fashion, being a visionary is key. Personal purchases hold you as an individual accountable, but voicing plans for the industry at large pushes for group change. Fashion will not become ethical on the backs of a select few individuals, but rather through a collection of various communities like EFI. And while the top retail corporations cannot be taken down, environmentally conscious shoppers can present viable alternatives.
