Let's talk about misconceptions, shopping habits and how to incorporate sustainability into your style.
There’s a disturbing number in the fashion industry you might’ve heard of. Ninety-two million tons of textile waste come from more than 100 billion pieces of garments made per year. It’s a shocking statistic, but it seems like most of us aren’t fully aware of how much fashion actually contributes to environmental damage. Let’s put it this way: the industry is the second biggest polluter in the world. For a clearer picture of our perspective on sustainable clothing, we chat with eco-advocates, fashion trendsetters and everyday Singaporeans on whether people actually care about what we wear and how it affects the earth.
Chu Wong, sustainability consultant
Do Singaporeans care enough about sustainable fashion?
More Singaporeans are learning and caring about sustainability and this extends to fashion. However, it’s by no means “mainstream” yet. A lot more awareness-raising and education still need to happen. Once Singaporeans are aware of the issues in the textile and fashion industry, their impact, and the simple actions they can take to change the industry for the better, change can happen swiftly.
What are the misconceptions of sustainable shopping and how can we move mindsets away from fast fashion?
It’s the accessibility of sustainable fashion. I’m often asked how consumers can engage in sustainable fashion with its higher price points. First, we’re not just consumers of clothes. Let’s expand our identities to be wearers of clothes – we have a multitude of ways to engage with clothes beyond buying.
Second, if we only understand engaging with sustainable fashion as buying brand new items from sustainable fashion brands, then yes, they tend to cost more than your average fast fashion items. But sustainable fashion can mean being more creative with the clothes you already own — this costs nothing! It can mean mending, borrowing from friends and family or swapping. It can mean buying pre-loved, going thrifting or even making your own clothes. Buying new is the last option we should turn to.
How do you think our shopping habits will change in the future?
More consumers will use their voices for change, asking questions about their clothes – who made them, under what conditions, and what they’re made of. In the future, fashion businesses will be expected to give satisfactory answers with regard to what goes on behind the scenes. We’re already witnessing the impact of consumer voices on large fashion MNCs. Business models will also have to change — fast fashion based on staggering quantities at rock-bottom prices isn’t a viable business model in a world facing a climate crisis — and policymakers will have to take the lead to guide this change.
Glenn Goh, stylist and fashion influencer
What factors do you consider when you shop?
Definitely the number of times I’m gonna wear that piece of clothing. I usually go for classic and timeless designs, and I love finding different ways to style an item to achieve different looks.
How hard is it to incorporate sustainability into your style?
As a fashion stylist, styling a look is as easy as ABC. Having to incorporate sustainable fashion pieces isn’t difficult for me as long as the style or design suits an individual.
What stops you from shopping sustainably?
Locally, the biggest factor is the lack of choices and options. Having said that, I’ve noticed an increase in sustainable fashion in the market in recent years. It’s always refreshing to see the different types of styles and designs available. I’m looking forward to seeing the change as the fashion industry leans towards this.
Jasmine Tuan and Yin Ling Tan, co-founders of Cloop
Do Singaporeans care enough about sustainable fashion?
J: I think some people know but there’s no action. Young people are into thrift shopping, buying secondhand or vintage, but is it enough? I don’t think so, knowing that Singaporeans’ national hobby is shopping.
YL: If people know the issues around fashion – who makes their clothes, how much the company actually gives workers, how much water is used – more will care. So, it’s not whether there are enough people who care, it’s whether there are enough people who are aware.
What are the misconceptions of sustainable shopping and how can we move mindsets away from fast fashion?
J: There’s no such thing as sustainable fashion, especially if it’s a brand that mass produces. If you’re producing fast fashion in large quantities at a fast pace, that isn’t sustainable at all, no matter what materials you use. What’s really sustainable is when you don’t do it on a big scale. Instead, go for local independent brands or mindful ethical brands that support the community. A dignified fashion brand should cost quite a bit because it takes time and materials to make, and it shouldn’t be $5.
YL: The most sustainable way isn’t to produce more; it’s wearing what you have and swapping. That is why we won’t say Cloop is sustainable fashion, but rather, circular fashion. The misconception about secondhand clothes is that they’re dirty or out of style. I think a lot of us are so privileged that we have to be the first to own something.
The first step [to change mindsets] is education – getting people to think. What’s the environmental cost of the clothes you just bought? Who’s making our clothes? Where do the clothes come from, and who makes the materials? The second step is to search for alternatives like Cloop, so they have a way to switch out from fast fashion.
How do you think our shopping habits will change in the future?
J: Secondhand is here to stay because we have too much produced on this planet. The problem with donating your clothes to charity is that we think we’re doing good but we’re not. Clothes will be bundled and shipped around the world. If it doesn’t get sold, it’ll be dumped or end up in landfills.
We want people to keep donating good clothes to us and circulate them locally. We “re-present” pre-loved clothing with dignity so people feel like they’re shopping, but not contributing to the disrupting effects of fashion. We want to be the go-to resource hub for sustainable, circular fashion. Based on the growing popularity of swaps, we think it’s the future solution for enjoying fashion in the most sustainable way.
Eva, marketer
What factors do you consider when you shop?
The price and whether they match with pieces in my current wardrobe. I used to buy pieces I like but eventually ended up not wearing them often.
How hard is it to incorporate sustainability into your style?
I always go for a sustainable brand like Reformation or Aloha, or Vestiaire Collection for secondhand. But I don’t usually end up buying from them because of the high price of the former and the limited sizes and options for the latter. I’m not a brilliant stylist; those pieces are often quite trendy and don’t work well on me.
What stops you from shopping sustainably?
It’s the time needed for researching online to spot a piece I like. It’s easier to just pop into any retail store and already have my eye on something. Still, I try to look for alternatives among sustainable brands or secondhand options if possible.
Susannah Jaffer, founder of Zerrin
Do Singaporeans care enough about sustainable fashion?
It’s a work in progress. Many are only interested in fast fashion or, on the flip side, luxury branded goods, as they create a sense of prestige and status. But I’ve seen a rise in interest in Zerrin over the last year. What we’ve been focusing on is curating brands, resources and content that meet more people where they’re at on their sustainable fashion journey. That helps to reach a more mainstream audience.
What are the misconceptions of sustainable shopping and how can we move mindsets away from fast fashion?
Oh, there are so many! One of the biggest misconceptions is that it’s too expensive, beige or boring. When it comes to independent brands, there are all sorts of price scales and it’s really dependent on the item you’re looking for. There are also a lot of well-known international sustainable brands that cultivate stereotypes around sustainable fashion pricing. But you can easily spend the same on a Zara haul as you would at Zerrin.
How do you think our shopping habits will change in the future?
The sustainable fashion movement will become more mainstream. We already see this happening. Niche, independent brands are starting to fuel more desire than before. Secondhand and circular ways to engage in fashion (swapping, rental, vintage, thrifting) are becoming more sophisticated and prevalent. Ultimately, how people shop will vary depending on what they prioritise or value more. For some, it’s price, for some, it’s quality; for others, sustainability and impact will matter too.
Clara Hong, fashion influencer
What factors do you consider when you shop?
Whether these purchases are impulse buys. If I see a piece I like, I usually sleep on it for a week or two. If I’m still thinking about it, I know I genuinely love and will wear the piece! Studies say an average of 12% of clothes in our wardrobe are considered “inactive”, and I’m trying to reduce that percentage by being more mindful. Fabrics, too – I try to go for pieces that are more natural and organic such as lyocell or linen.
How hard is it to incorporate sustainability into your style?
On a scale of one to 10 (one being the easiest, 10 being the hardest), I’d rate it a five. Not many brands incorporate 100% sustainable fabrics in their clothing lines. They’re usually a mix of natural and synthetic fabrics, which means you can’t recycle them.
What stops you from shopping sustainably?
Style! Sometimes I have my eye on a piece but it’s not available in more natural fabrics. There also aren’t many “green” clothing brands that are widely known in Singapore.
Jasmine, occupational therapist
What factors do you consider when you shop?
Price and style, and also materials and the brand. I love white and minimal pieces from a notable brand.
How hard is it to incorporate sustainability into your style?
It’s not very hard, I believe. Most of the sustainable brands I know offer clean and timeless pieces, which match my aesthetic. But I don’t know many notable sustainable brands in the market so it might be difficult to have them included in my selection.
What stops you from shopping sustainably?
It’s the limitations they have. I find bigger brands more promising when it comes to quality. Not a lot of sustainable brands are big and they’re not as convenient to purchase.
Xingyun Shen, country coordinator for Fashion Revolution Singapore
Do Singaporeans care enough about sustainable fashion?
Singaporeans are starting to pay more attention to alternative methods of acquiring clothing (like swapping and renting). They’re more open to the idea of supporting local designers who are trying to solve the industry’s issues and take accountability from the conception of their brand. This is heartwarming to see!
What are the misconceptions of sustainable shopping and how can we move mindsets away from fast fashion?
It’s important to point out that dressing from head to toe in items bought from “sustainable” fashion brands isn’t exactly being sustainable. For instance, re-wearing and repurposing an outfit you already own in your wardrobe can be more “sustainable” because it doesn’t require any new or virgin materials to make.
How do you think our shopping habits will change in the future?
Singaporeans will become more aware of the way they shop for clothing in the future, but this needs to be coupled with continued education and a shift in the way we speak about clothing and consumption in mainstream media. Language is important in rebuilding a lasting relationship with our clothes and dismantling the idea that clothing is disposable.
Anson, student
What factors do you consider when you shop?
I go for high fashion streetwear and pick up the hottest items that fit my style (usually just black and white). The brand and style, and whether the item is trending, are most important.
How hard is it to incorporate sustainability into your style?
I never really consider whether they’re sustainably made. But the prices of luxury brands are extremely high so I always take them as an investment and wear them multiple times. If these brands release a popular item that’s sustainable, I’m more than happy to own it. Otherwise, sustainability isn’t a huge factor in my purchase.
What stops you from shopping sustainably?
Honestly, I think it’s the popularity. I follow trends, and sustainable brands don’t really offer lots of trendy streetwear options, which makes them less popular among that circle. If it’s mainstream, I have no doubt I’ll have a go at it.
Tips on how to make your shopping habits sustainable
As Vivienne Westwood famously said: “Buy less, choose well, make it last.” Here’s how to do that.
1. Swap, thrift or shop secondhand
It almost feels like a treasure hunt when you’re thrifting or swapping. Plus, you get to declutter your wardrobe and exchange clothes when you’re bored of them. Swapping or shopping pre-loved is the simplest way to end the fashion loop of buying and discarding unwanted (or out of fashion) clothes.
2. Shop from sustainable or ethical brands
Look for brands that are transparent about their conditions, materials and waste disposal. A piece made with sustainable fabric can be recycled or reused, while the others only end up in landfills. It’s our responsibility as consumers to filter out those brands. Just ask how, what, where and by whom the piece is made. Brands with the right mindset are more than happy to share their “secret”.
3. Be aware of greenwashing campaigns
We’ve all seen the Join Life initiative by Zara or Conscious tags from H&M. Yes, they might be using sustainable materials but what about their supply chain, their manufacturing processes and their impact on the earth? Brands that make claims like these have been accused of greenwashing: it’s a marketing tactic that puts an environmentally-friendly spin on products. But, the actions may not align with the message. Ultimately, it’s time to ask more questions when you shop and think twice about that new item you’ve been eyeing.
Want to share your experience with sustainable fashion? DM us @Honeycombers!
