Looking pretty or saving the planet? There can be a balance. Whereas I would prefer not to encourage anyone to consume more, I am also a realist. Most readers of this blog will buy consumer products such as clothes at some point.
68% of all Finnish Carbon footprints are directly a consequence of personal choices. My choice of consumption, and yours. Globally, this number is quite similar: around 70%. In Finland, about 25% of this goes to goods and services. Like clothes and travelling. It’s easy to complain about industry emissions but in fact, if all Finnish people stopped buying new clothes and flying, the impact on the national carbon footprint would be fantastic. The study I am talking about, estimated that it would be fully possible to reduce this type of consumption by a third!! They said the best way is to extend the lifespan of products.
So guys, buy quality, not quantity. Expanding the lifetime of products can either be done by expanding the lifetime of the product itself, or by it’s materials. I buy about 2 pieces of new clothing and probably one pair of new shoes per year. In 2017 I bought zero new shoes, I’m so proud of myself because I used to be a major shoefreak! It would of course be better to buy nothing, but sometimes even sustainability-freaks like me love treating ourselves. I just bought this swimming suit made from recycled yarn, expanding the lifetime of the oil-based material of polyester. The world is becoming a better place when even companies like Asos start using recycled materials for their clothes! I will have to wash it carefully so that it does not shred micro plastics into the ocean, but as long as I take good care of it and do not slide on rocks, it should be fine. Now we really have the option of choosing better, which means there is no good excuse to ever again buy a swimming suit that is not either the most durable thing you have ever seen, designed to last forever, or then made from recycled yarn.