Most of us are spoilt for choice in the Western world, with every conceivable item available in a plethora of colours, styles and sizes ready for our consuming pleasure. We purchase our identity according to whichever brand message grabbed our attention from the rivers of print, screen, digital and social information flowing our way.

Clothing shapes our day. Each morning we dress to be comfortable, look fabulous and belong. In seeking to satisfy those needs for 7.2 billion people in the world, apparel fashion has blossomed into a $1.7 trillion industry. As long as consumers happily and mindlessly reach out for more and more clothing, manufacturers will keep providing it.

Any thinking person knows that endless consumption is destroying the planet. Our wardrobes bulge with stuff we don’t wear because we purchased it for a single occasion, our shape has changed, or we bought it cheaply, hurriedly, without longer-term consideration. Continue reading →