Yes, you got played by the fashion industry. Most of us did.

They tell you that fashion is something predetermined that you have absolutely zero power to change unless you want to be considered unstylish. So they control what you wear, when and how. Just like you mum when you were a kid.

They tell you it’s not a problem if your clothes don’t hold for longer than a season because you can buy newer and hotter for an affordable price.

They tell you it’s ok for a product that took several months, 2 700 liters water, over 3 liters of chemicals, hours of human labour and long distance shipping back and forth to produce, to only cost less than hourly wage in the ¨western¨ part of the world! We’re talking a basic t-shirt.

They tell you that you’re making a conscious choice by purchasing their products because they are made of organic cotton, but they hide information on who is sewing your clothes, in which conditions and for what salary (if there is one at all).

They tell you they want the best for you, they want you to look good, feel good and boost your self confidence, but they really only want you to buy their new drops, hype their brand and help create even more profit. No wonder why some modern time clothes are falling apart after just couple of uses, while the clothes sewn in 19th century were passed on through generations.

In fact the relationship you have with your wardrobe providers is an embodiment of a toxic relationship.

Back in the days there were only two fashion seasons a year, but it all started to change in the beginning of 2000s when there would be up to 52 micro seasons a year instead. This resulted in brands constantly having a new drop and creating a desire in consuments to keep up with the fast changing trends. The fast fashion became reality – what a masterpiece strategy in the marketing history.

The immediate victim of the process are people in developing countries living in enslavement and poverty. But this is a vicious circle and we all are already being affected by the aftermath of fashion industry in our environment and through climate crisis.

There’s no need to do so much actually, rather stop doing something that drives demand on cheap, poor quality, non-ethical clothing. Stop buying your clothes at stores that are known for their irresponsible business model or have low transparency when it comes to their supply chains (visit goodonyou.eco to see brand sustainability ratings)

Instead you can support sustainable brands by buying their products and help change the global trend into slow fashion instead.

You can also give a chance to second hand clothes and support local tailors by letting them repair your clothes or do a makeover.

Take a second and think if all the clothes in your wardrobe are there because you needed and really liked them or if it was just an impulse deriving from efforts that the marketing teams and influencers are putting in to catch your attention.

Let’s make a change together!