According to a recent survey, a majority of women’s garments are worn a mere seven times before being pushed to the back of the closet or tossed into the garbage. Combating this wastefulness is at the heart of a growing number of clothing brands .This waste is called fast fashion. Fast fashion’s bad behavior is arguably opening the door for these more ethically-minded companies to flourish.For example,Tom Cridland, a 25-year-old British designer and entrepreneur, launched The 30 Year Sweatshirt last summer to call to task fashion’s built-in obsolescence. And the San Francisco-based online ethical retailer Cuyana is another company selling consumers on clothing built to last. Reversing this logic is a tall order, and they say that without more alternatives such as theirs, little will change. Evidence is mounting that U.S. consumers are spending more per garment, but buying less.So the development of durable clothing is very promising.
2018-11-15
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