Did you know that the fashion industry is the second largest consumer and polluter of water in the world right after the oil industry? Shocking right?!
Fashion industry yearly releases tons of hazardous chemicals into environment. While all of the unsold clothing are also dumped into landfills creating more waste and releasing more chemicals into environment resulting with enormous carbon footprint.
"It can still take more than 5,000 gallons of water to manufacture just a T-shirt and a pair of jeans."
It's funny how we are more and more conscious (luckily) and want to know where our food comes from and how it's been grown while we don't necessarily question the pesticides (used in cotton farming) and chemicals (from toxic fabric color dyes used in manufacturing) our skin is absorbing through the clothing we spend the whole day in.
IS FASHION REALLY A DIRTY BUSINESS?
Currently, textile waste represents the biggest growing waste in the Europe. Shopping has become a way of life in many western countries, a weekly pastime and for many an addiction. Sadly, consequences are much greater then a maxed out credit card.
“Fast fashion” is a 10 year old trend where cheap and disposable clothing is designed to be moved as quickly as possible from catwalk to store and to consumer. Such pieces mostly fall apart after just a several washes, obviously, so you can replace them with new ones.
This fast turnover doesn't do anyone any good (well other then the fast fashion company owners), ultimately it is accelerating carbon emissions and global warming, you are left with cheap clothing made to be disposable, loaded with chemicals and pesticides which (let's be honest) also looks quite cheap no matter how you style it.
PUPPA - ZERO WASTE STRATEGY & UPCYCLING.
Puppa is under the radar upcycling fashion company from Slovenian Pomurje -a region with a long textile making tradition. The company prides itself on valuing their employees with fair salaries and empowering working conditions thus keeping the jobs in the local community.
Puppa makes fabulous clothing sustainably, ethically and with zero waste. Their goal is to show that making and wearing sustainable clothing can be also very chic and trendy.
All of the Puppa apparel is created in sustainable and environmentally friendly manner. The brand has developed production process based on upcycling where pre-existing materials (rescued dead-stock) is used to make new clothing pieces. By doing so, less waste is generated and less water is consumed in production process thus there is less pollution coming from clothing production.
Puppa red holiday cardigan & BlackPearl by Sara Loncaric choker necklace.
Puppa blue denim & white stretch cotton peplum top and Mala Radnja Dizajna Hat Backpack
On top, the brand developed Zero waste production process using applications created out of leftover material to design new designs and no further material scraps are going to waste. How fabulous is that? 😃
Puppa is really re-loving ♡ unused fabrics and creating trendy designs with lots of positive energy injected into it.
All photos by Andrina Peric.
The only way to force fast fashion to change production process is by changing our consumer way of thinking and our shopping behavior. We should be equally conscious about what kind of chemicals we are exposing our body (and our fashion style frankly) to through clothing we are buying and wearing. The women looks endlessly more trendy wearing a few classic high quality items then piling on new 'current trend' junk on every few weeks and then disposing it.
I personally have quite a romantic way of thinking about fashion, maybe a bit foolish, I take time to care about the clothing, accessory and jewelry I own and think about my daughter playing dress ups and proudly wearing my clothing when she grown into a young lady.
Do you think about what you shop and wear ladies?