Fashion, Environmental Protection, Fast Fashion, Don'T Wear High Hat For Yourself.

You have to ask me who is strong in excavator technology, to be honest, I am really unprofessional, and I have confiscated advertising expenses. I am sorry that my face is not red heart and I do not jump to say "bru Fu Lai"; but if you ask me which brand of fashion brand is thick skinned, I can shoot my chest to tell you that H&M is definitely not running.

Why? Because recently, people have turned the white eye of the environmentalists against the sky, and launched the Conscious Action sustainable development report in 2014 for thirteenth consecutive years. The report describes in detail. H&M Last year's efforts in environmental protection.

For example, the old clothes recycling project. Customers can buy a new 15% off discount coupon with a bag of old clothes of any brand. H&M said in its 2012 report that they donated more than 23 million items to charity in 2011. In 2013, the global H&M stores collected 3047 tons of waste clothing. In 2014, this figure rose to 7600 tons (most of them were not made by them). ) There is no concept of this number? This is equivalent to making 38 million T-shirts.

For example, the "Consciousat H&M" series of clothing has a new development. This series of green label clothing is known as a more sustainable fabric, recycled fabric and Tencel / Lesel fiber material, so the proportion of environmental fiber in total raw materials has increased from 9.1% in 2012 to 11%. They also continue to launch the Close the Loop environmental protection series made of recycled materials obtained from recycled clothing (20% of the total), so that the beautiful people can achieve the grand goal of "fashion and environmental protection".

For example, in 2012, the report said that H&M saved 300 million liters of water in denim production compared to 2010. Why do people start to wonder: how much do you want to use? So, in the next few years, H&M does not talk about specific figures. It only said that in 2014, the first eco conscious action cowboy series was launched, with an average water consumption reduced by 56%, which is 58% lower than that of the same denim energy consumption.

Does it sound very good? Almost can't help sending tears to the "most socially responsible brand" hat with tears. Fast fashion There is no way to protect the environment, no matter what the brands say.

We first unify the definition of "fast fashion": fast fashion refers to buying fashionable clothes at the lowest price in the shortest time, represented by brands like H&M, Zara, UNIQLO and so on. These fast fashion groups are firmly controlling the speed of fashion update. They shorten the time from the design draft to the store entry to two weeks.

Wilde once defined fashion: "fashion is just an ugly form, which is really intolerable, so we have to change every six months." Today, with all the fast food, I wonder if fashion is more intolerable, so we can't wait for six months. Under such a "fast" result oriented fashion industry, it is not surprising that "smart" prevails.

The harm that fast fashion brings first is that the designer can not guarantee the time to accumulate design experience and design accomplishment. To complete the work, it can only become a design machine that will be more plagiarized or more "draw lessons from it"; secondly, in order to rush out the time order, the workers' health and psychological state are on the verge of limit, and the spirit of professionalism is not guaranteed. A designer once heard a sewing worker and a foreman say, "if you urge me so much, I will have to give you garbage." Do you want garbage? "

When most people think that globalization can make more people enjoy better quality at lower prices, globalization has evolved into a price war in all aspects. You are cheaper than me, and I will be cheaper than you. In order to save costs, the third world sweatshops and black child workers have become victims. And anyway, the cost of squeezing is always valuable, and the sacrifice is only quality.

This leads to the most important and essential problem: the vast majority of consumers do not realize that the bright and fashionable fashion industry is actually a highly polluting industry, and the emergence of fast fashion makes the problem more difficult. Production of a pair of jeans less than 200 yuan, what are the environmental impacts of the production process?

Just looking at the impact of creating a garment on the environment, we know that the slogan "H&M promotes the concept of low carbon and reduces the waste of textiles" has made more faces. It takes a lot of water to make fiber, and from planting to manufacturing, it takes 3000 litres of water to make a pair of jeans. This means that the H&M report says that after saving 56% of their water, they still need to spend about 1500 litres. The process of textile, dyeing, transportation and packaging produces a large number of toxic substances which have a negative impact on the whole environmental system. And under the influence of fast fashion, people can only wear this pair of jeans several times, and they will throw it in the deep part of the wardrobe. After the season, it will be thrown into the trash can again.

Who is welcoming this fashion speed? We like to say that the market decides everything, but who decides the market? This "consumption supremacy" era is not what consumers need, but these brands tell consumers that they need to update their closet more quickly, otherwise they will be left behind by the fashion of this era.

All consumers first entered the fast fashion shop, watching the hot atmosphere like the vegetable market. The first thing that felt was the rush of adrenaline. Buying clothes becomes as casual and high frequency as buying vegetables, and at the same time means that the speed of turning clothes into garbage has become daily. Clothing has almost become a disposable consumer goods.

We seem to have forgotten that before long ago, clothing is still a luxury for us to choose carefully and carefully consider, because every garment has to accompany us for years. Until worn out and worn out, they will become a duster, a mop and a child's diaper. Until they complete all the tasks they can accomplish, they will withdraw from our lives. And the fast fashion products, in my mother's disdain, are garbage that does not absorb water, but there is no other way to deal with it.

In the early years, I was puzzled by the rhythm of fast fashion, but after buying several times, I found that those things that were just made of paper were all exposed to the surface of the water and ironed ironing.

It goes without saying that most of the "fast fashion" products are garbage, and fast fashion brands consciously create such garbage. Once a garment is too classic and durable, it means that the speed of its replacement is reduced. When the fashion industry is covered by speed and impetuosity, consumers can only pay for it. In the past, consumers may only need to buy a pair of jeans in three years.

Under such a large increase in output, fast fashion brand's "environmental protection" measures -- Puma biodegradable In Cycle series, Adidas's environmental protection projects, Uniqlo The whole product recycling program, Zara's eco store and Gap's P.A.C.E. project and so on are all ridiculed by environmentalists as "floating green" behavior, which is inevitable.

"Floating green" is a new word synthesized by "green" and "whitewash". It is used to illustrate that a company, a government or an organization is declaring itself to pay for environmental protection with certain actions or actions, but in fact it is contrary to what it is doing. It is a false environmental publicity.

The most successful "green" demonstration in the fashion industry is from LV. When LV launched fur products that year, it was attacked by a group of animal protectionists who were naked and declared "I would rather be naked than wear fur." To this end, LV postpones the shelf time of products, announces the use of the most fuel saving steamship transport instead of air transportation, and makes the process completely eliminate pollution glue and reduce paperboard packaging. As a result, the LV fashion fur business increased by 10% over the past year.

You may have noticed that brand environmental PR strategies tend to emphasize only one aspect of their interests, but consciously avoid the problem of environmental concerns such as labor squeezing, toxic printing and dyeing chemicals, sewage discharge and control, environmental impact on processing plants, and so on.

It is no wonder that environmentalists are not afraid to judge the fast fashion brands with the greatest of malice. They believe that their advocacy of environmental protection is actually a kind of hidden profit making behavior, because they vigorously promote the concept of environmental protection, which can attract customers who are relatively demanding on quality of life and products, and can also find more excuses for raising prices of their products. After all, we all know that labels like "fair goods" and "green organic" mean higher prices.

The embarrassment of H&M reflects the dilemma of fast fashion brands: on the one hand, it allows more ordinary people to buy more fashionable costumes at a lower price. At the same time, it also uses all means to enable consumers to buy more clothes, resulting in waste and environmental damage, which also brings more and more public pressure.

As long as fast fashion brands or large-scale production of cheap new products to stimulate consumption of the business mode of operation, no matter how well its sustainable development efforts are publicized, it is doomed to be a temporary solution.

Really push Fashion industry The change of environmental protection can not be the fast fashion company, but it should be the majority of consumers. The easiest way to avoid "green" behavior is to resist the fast fashion industry and curb the urge to buy new clothes every month. If possible, buy high quality classic items, because they will wear better, and you will care more about them. But it seems too naive to rely on consumers who are easily confused by advertising.

MUJI, which is known as the "cool" brand. MUJI The designer's original design concept runs counter to the fast fashion brand. It seems that the high cold Muji is conveying warmth. In the spirit of humanism, he tried to resist the excessive consumption of modern mainstream.