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Consumer
Demand for clothing globally is continuing to increase quickly, particularly in growing consumer economies in Asia and Africa. By 2030 global apparel consumption is projected to rise by 63%, from today’s 62 million tons to 102 million tons, equivalent to more than 500 billion additional T-shirts. By 2050 this figure is likely to be even greater with total clothing sales predicted to reach 160 million tons – almost three times today’s amount.
Worldwide, clothing utilisation rates have dropped significantly. The average number of times a garment is worn before it ceases to be used has decreased by 36% compared to 15 years ago. A survey of 20 countries showed that consumers now wear less than 50% of items in their wardrobe. The average American in 2019 bought 68 new pieces of clothing. In 1980 this figure was 12. Half of these items are now worn 3 times or less. This is unsustainable.
According to the World Bank, the fashion industry currently accounts for 8% of global greenhouse gas emissions, and 20% of industrial water pollution. Greenhouse gas emissions from textiles production in 2015 totalled 1.2 billion tonnes of CO2, which adds up to more than the total of all international flights and maritime shipping combined.v If the industry continues on its current path, by 2050, it could use more than 26% of the carbon budget associated with a 2°C pathway. That is over a quarter of the world’s carbon budget taken up by the fashion industry alone.
Worldwide, clothing utilisation rates have dropped significantly. The average number of times a garment is worn before it ceases to be used has decreased by 36% compared to 15 years ago. A survey of 20 countries showed that consumers now wear less than 50% of items in their wardrobe. The average American in 2019 bought 68 new pieces of clothing. In 1980 this figure was 12. Half of these items are now worn 3 times or less. This is unsustainable.
According to the World Bank, the fashion industry currently accounts for 8% of global greenhouse gas emissions, and 20% of industrial water pollution. Greenhouse gas emissions from textiles production in 2015 totalled 1.2 billion tonnes of CO2, which adds up to more than the total of all international flights and maritime shipping combined.v If the industry continues on its current path, by 2050, it could use more than 26% of the carbon budget associated with a 2°C pathway. That is over a quarter of the world’s carbon budget taken up by the fashion industry alone.
According to statistics, there are about 60 million people indirectly involved in the fashion industry.
However, those who consume fashion are much more. These are ordinary people who make purchases, like you and me.. but it is we who have the strongest influence on the fashion industry, because it is up to us to decide WHAT, WHERE and WHEN to buy. And WHEATHER to buy at all.
However, those who consume fashion are much more. These are ordinary people who make purchases, like you and me.. but it is we who have the strongest influence on the fashion industry, because it is up to us to decide WHAT, WHERE and WHEN to buy. And WHEATHER to buy at all.
Processes
for which the consumer is responsible
“There is certainly not enough oil to feed our appetite for synthetic clothes which are adding to the disastrous levels of microfibres that are ending up in our water systems and blowing around the remotest mountain tops; we can’t continue making lakes into toxic dust bowls so that we can produce enough cotton to sustain our three T-shirts for the price of two shopping sprees; and we mustn’t carry on exploiting the lives of millions of garment workers to keep on spewing out the current levels of cheap, fast fashion. None of this can continue. We simply need to buy less, buy better quality, keep our clothes for longer, wear them again and again and never let them go to waste.”
How to make sustainable and stylish wardrobe
It is time to stop and reach a new level of relationship with yourself, the world around you and your own appearance.