Young People Are Leaving Fast Fashion Behind.
By Erin Constable
University student, Tom Newton, 19, dresses the way which makes him feel the most confident however, the issue of who made his clothes is becoming a bigger part of that decision.
Sustainability has become a major issue for young people when making decisions. Even during the Federal election sustainability ranked top priority for voters in the Vote Compass survey.
“I am starting to think more about my purchases, getting my clothes second-hand, like some of my favourite clothes are from my dad,” said Mr Newton.
But with the endless cycle of social media advertising and the fast fashion industry, lowering consumption is proving difficult for young consumers.
Pictured in front of his sewing machine, aspiring fashion designer Mohamed Himmat, 22, wants to create versatile clothes, that can be worn and worn again.
“It not just about the designs, it about the fabrics and the quality,” said Mr Himmat.
His dream is to create clothing that is a mix between casual and formal wear.
“It’s pieces that can be worn to work, and then on a night out or out for drinks.”
Looking into more versatile or slow fashion than the ultra-trendy fast fashion cycle consumers are stuck in may be the more sustainable option.
Mr Newton’s closet is packed with a mix of clothing items, from second hand fashion, fast fashion, and an eccentric sunglasses collection.
“I think I am influenced by the trends, but I will only buy something if I really love it. I have a lot of clothes I have had for a long time. There is really only one or two pieces I haven’t worn,” said Newton.
Sustainability may be more important to young people with this translating to actual behavioural changes in the consumption of clothing. Both interviewees still regularly purchased new clothes from companies they categorise as unsustainable but now more of their closets are coming from a greater range of sources.
“This is a festival shirt, everyone guy has a short sleeve patterned button up just for festivals,” said Mr Newton.
This report reveals a shift in the consumer behaviour of young people from “the conventional view, which prioritizes constant change and subscribes to a culture of hedonistic and impulse buying, to embrace more sustainable and conscious decisions”.
Mr Newton and his friends are attending popular festival Splendour in the Grass soon and have all decided to wear pink together.
“It is still about a fun theme and fashion, but now we look what’s in our closet first or go op-shopping. For most of us, we look second hand first.”
This is the outfit he will be wearing, all sourced from items already in his wardrobe.
For creators and admirers of fashion, it can be hard to step away from the pull of consumption. Mr Himmat shares the difficultly of always wanting to buy more and new things.
“I really love looking for new brands, new styles and wearing new pieces to build my own style,” said Mr Himmat.
“It’s about how a new piece of clothing makes you feel, more confident, more powerful, more put together. Fashion is an expression of who you are and how you feel.”
For young people, expressing themselves with fashion, slowing down consumption can be hard.
“How can you express your most authentic self-right now, when that’s different to the clothes you own, I feel like my style changes when I change.”
One way Mr Himmat is slowing down his consumption is by learning to sew.
“It’s a good skill to have when designing. I can now mend my clothes, but I have also been taking fabrics for the op shop and using them for my creative process,” said Mr Himmat.
This button up shirt is the best item Mr Newton has found is his dad’s closet.
“His clothes are trendy now, this shirt, several of my jackets, [I] started borrowing and then never returned them.”
Tom shared attachments to some of his clothing items, especially those with a story of how he found them or somewhere memorable he has worn them.
“When you found it after a long day looking for something cool, or it’s a family members or friends, it has a new meaning. I think about my Dad every time I wear this shirt,” said Newton.
This is the outfit Mr Himmat feels most confident in. It’s a pair of jeans he has had for so long he doesn’t remember where they are from, a button up from H&M and a black jacket with reflective panels from the Universal Store.
He loves these items and wears them repeatedly.
“If I really love something, I am going to wear it, but sometimes you have to go in cycles or incorporate a new item to make old looks exciting again” said Mr Himmat.
“I should’ve probably ironed it, I guess.”
Mr Newton agrees that young people will always be consumers at heart but is noticing a change among his peers and in himself.
“I guess it’s about making as much of an effort as you want to. It can be contradictory to care about the environment and sustainability but it’s hard to always be doing the right thing for the planet. It’s often the harder option and that’s why I can’t choose it all the time,” said Mr Newton.
Every effort counts but Mr Himmat does not want this at the expense for his love of fashion.
“Industry can be doing way better, in my designs I want to do better. I am focusing on the quality, workmanship, versatile designs, and clothes that people will want to wear again and again.”
More and more young people are slowly leaving fast fashion behind and making more informed purchasing decisions.
Both Mr Newton and Mr Himmat are excited about the change and have found joy and excitement outside of the traditional retail store.
