South Africa: Will Our Addiction to Cheap Fast Fashion Hasten the Demise of the Human Race?

analysis

While some industries are taking steps towards sustainable practices, the fashion apparel industry largely continues to pull in the opposite direction, becoming more and more unsustainable. Earlier this year, during our visit to #StockholmDesignWeek2019, Remake Stockholm Stadsmissions, a Swedish fashion brand, presented its strategy to counter the destructive effects of fast fashion on the planet, and a way to rethink our approach to apparel.

"The way you dress says something about who you are as a person, and I want my clothes to last a lifetime," says the man in Remake's video, in-between shots of him walking around Stockholm while practicing Qigong, a gentle exercise rooted in Chinese medicine and composed of floaty repetitive movements. Within the first minute of the 2-minute long video, titled Remake the Norm, we see him in three different looks from Remake: a hooded white sweater topped with a baseball cap; a blue shirt with a mandarin collar; and an orange zip-up coat with a hoodie. Modern, simple yet trendy styles that are on-par with streetwear brands' latest collections; except this is the clothes' second life.

The idea of long-lasting clothes isn't exactly new. In fact, it was once a standard. But fast-forward to 2019...

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