BRANDS AGAINST HYPER-CONSUMERISM

In this article, we introduce our project on brands against hyper-consumerism and different practices carried out in the fashion industry.

In recent years, more and more brands in the sector have managed to position themselves in the environmental situation in which we currently find ourselves and change their sales model to minimise their impact on the planet. After all, consumers are demanding a change that can only be carried out if the brands agree and commit themselves.

In this regard, different brands have decided not to participate in commercial actions such as Black Friday, to make their consumers aware that we do not need to buy simply because prices are cheaper, but because we need it or we can pay the price that a garment made with recycled fabrics or under a sustainable production process presents, which is usually more expensive than a garment produced under the ‘Fast Fashion’ model, but offers a better quality.

The first brands to join this movement against actions that lead to unnecessary consumerism have been small brands, whose production is more expensive than those of large companies and their fabrics and qualities are usually better, since they are manufactured individually and not in large quantities, as in the case of wholesale brands. These brands cannot compete with the major brands such as Inditex or H&M, so for them, lowering their prices does not imply a greater gain, but rather a loss. Similarly, in recent years, most of the smaller brands that are flourishing in the market shows values that are fully committed to the environment, so taking actions of this kind is a way of putting aside their values just to try and sell more products.

For this reason, we want to talk about brands which are against producing garments that are not going to be sold or to manufacture garments under a process with a horrible impact on the environment.