Fast Fashion Meets Consumer Desire To Offset Fabric Sustainability.

Developing more durable fabrics does not solve the problem of fast fashion.

It is easy to see from the promotional materials of clothing brands that more and more fashion brands are on the market.

Make an essay.

No matter what their clothing is designed, the emphasis is on wear resistance, washability, or degradation.

Before, we wrote about Grana, a fashion business in Hongkong. It tells a story that it uses the best fabrics from all over the world to make the simplest design, including Chinese silk, Japanese cowboy, French poplin and so on.

Now, a new British brand, 30 Year Sweatshirt, says that its clothes can wear for at least 30 years (see brand names) and wrinkle resistant.

The 30 Year Sweatshirt start-up project launched by Tom Cridland is being raised on the US creative program public platform KickStarter KickStarter.

The brand's current products are

Colorful casual pants and T-shirts.

The most classic sports sweater raised 9481 pounds from 122 people in two months.

The T-shirts raised more money and raised 1.9 million pounds.

The 25 year old founder, Tom Cridland, is a

Previously, it was designed for celebrities such as Leonardo DiCaprio and Daniel Craig, so there was no question about what's the most fashionable aspect.

But perhaps it was to see too many clothes idle, and he sprouted the idea and went into a completely different industry.

"Now these retailers are selling clothes that are just passable and can only be thrown away in 1 years."

Tom Cridland said, "this is a waste of resources."

Before making the brand, Tom Cridland went to Portugal to find some factory masters.

He said, "one factory started sweatshirts in 1964 years. I asked them to show me the oldest sportswear they had ever made. They found a garment made in the late 1970s and can still wear it now."

Therefore, the method of 30 Year Sweatshirt is to combine the old garment technology with the new new fabric, made of 80% organic cotton and 20% polyester polyester.

The average price is much more expensive than fast fashion, $83.

"These fabrics are made mainly of organic cotton and polyester.

Although they contain polyester, these ingredients are very useful, flexible and comfortable.

Cotton is very flexible and very durable, with 360 grams per meter. "

Tom Cridland said.

Tom Cridland also said, "the original intention of the establishment of 30 Year Sweatshirt is to solve quickly.

The problem of waste.

Our sweaters can wear for a long time without wasting natural resources.

This is an environmental protection project. "

However, 30 Year Sweatshirt wants to solve this problem.

The problem is not very realistic.

The core of fast fashion is consumer desire, and the price is just making it easier for everyone to buy and buy.

The idea of renewal and fashion is rooted in the minds of consumers. Even if clothes are not worn out, idle and discarded are also common.

In short, the core of fast fashion lies in fashion and speed, not quality.

When consumers buy their products, the default is to sacrifice quality.

Therefore, those advocating good quality to live a sustainable life are actually advocating a new way of life.

This lifestyle and fast fashion exist at the same time, just for different groups of people.

Perhaps consumers will one day be tired of fast fashion, will turn to this quality and plain style.