Do Gen Z need to rethink their relationship with sustainable fashion?

Understanding Gen Z’s relationship with fast fashion and thrifting culture.

March 13th, 2021

Written by FibreTrace®

We have seen a significant shift in the choices people are making, or wanting to make, in regard to sustainable fashion. The last few years have seen the popularisation of thrifting and upcycling, with many younger consumers sharing their rare finds on different social platforms.

In theory, reusing items that are already in circulation seems like the best answer to solve the current fast fashion climate, right? Not necessarily.

Whilst buying second-hand clothing does reduce clothes otherwise going into landfills, the trendiness that thrifting has accrued has still led to an overconsumption of clothes, resulting in those very same clothes ending back in second-hand shops.

Australian clothing charity organisations spend an average of $13 million every year sending unsellable donations to landfills. 

When it comes to fast fashion, you truly get what you pay for - cheap clothes that isn’t made to last.

Younger generations have been brought up with the notion that an outfit can and should cost the same amount of money as a cup of coffee. When thinking about it, the accessibility of sustainably sourced, high-quality clothes does seem out of reach for many younger consumers. “Why would I buy a dress for $150 when I can get one that is just as fashionable for $10?” 

Lack of accessibility to sustainable clothing because of one’s financial situation is arguably the main reason why young consumers generally opt for the cheaper, less “sustainable” option. Or in more recent times, have turned towards thrifting.

Whilst it is understandable why high-end, sustainable brands charge the prices that they do, is there a need for renegotiation as to whether the prices could be further catered to increase a younger consumer base earning low-wage incomes?

At the opposite end of the argument, there is also a need for younger consumers to redefine their relationship with fashion and how much an item of clothing should cost. Yes, there is a short-term appeal to purchasing a $10 dress, but many of these consumers will often end up spending the same amount of money as the person who pays $150, constantly re-purchasing the cheaper options that simply do not last.

We propose that if consumers are always considering how an item of clothing will be worn and its versatility in conjunction with what's already existing in their wardrobes, then most purchases can arguably be deemed as “sustainable”. For example, purchasing a $20 shirt that you have worn and loved for years.

If buying fast fashion clothing leads to an overconsumption of low-quality pieces, and eco-clothing brands are not always an inclusive or accessible option, then what can we do? If purchasing new clothes is absolutely essential, thrifting becomes the best option, but still has its issues. Especially when it comes to size inclusivity.

The answer is fairly simple.

Brands becoming more transparent with their consumers will truly lead to more benefits for both the customer and the brands. If consumers are more aware of how their clothing is made and the materials they are made from, they will be allowed to make more informed choices. The best option for avoiding overconsumption? Do not buy clothes unless you really need them!

To combat overconsumption, try limiting your consumption wherever possible. Attempt to re-wear clothes you already own, swap clothes with your friends for something new, or even take a pair of scissors and restyle an old top instead of throwing it away. Sometimes, the answer can be right in front of you, or in this case, you could already be wearing it.