Fast fashion is usually one of the drivers of unsustainable consumerism in society. Curb The Splurge has even mentioned it in a blogpost before. However not all is lost for the high street. If you are struggling to the right balance between choosing ethical brands and craving for the cheap, stylish threads found in high street stores, there is hope yet.
Recently and most likely due to the collapse of Rana Plaza in Bangladesh, Arcadia Group has launched ethical and sustainable initiatives. Arcadia Group is UK’s largest fashion retailer, owning over 500 stores in 35 markets. These include Topshop, Topman, Dorothy Perkins and Miss Selfridge. They have launched a sustainable clothing action plan with the aim of improving sustainability of its clothing across its lifecycle. This includes a better cotton initiative to source the most sustainable fabrics for their designs and a Topshop Reclaim line which is made entirely of sustainable and surplus materials.
The popular online shopping website ASOS too has ethical and environmental practices in place. They operate under a corporate responsibility programme of ‘Fashion with Integrity’. This aims to promote sustainable fashion and brands so customers have easy access to cruelty free options, including: ASOS Eco Edit, ASOS Marketplace and Reclaimed Vintage.
With fast fashion brands it can be hard to tell if these initiatives are driven by marketing and public relations teams. However the end result is that more consumers are feeling a sense of satisfaction from buying sustainable fashion. Hopefully this catches on and more and more people realise the benefits of sustainable fashion.