Livia Firth talks fast fashion

Image courtesy of Eco-Age

Image courtesy of Eco-Age

To celebrate the beginning of Earth Week, eco-fashion activist Livia Firth shared the importance of ditching fast fashion with an op-ed written for Teen Vogue

The Creative Director of Eco-Age, an ideas consultancy for ethical and sustainable fashion, wrote on the many downsides of the fashion industry including not only how polluting it is but also how it can fail to supply even the most basic of human rights to its workers. 

Firth encouraged buying power, writing: "today, as active citizens, we’re determined to rewrite these archaic rules that fail to respect human or ecological rights. Any time you step beyond doing what brands tell you to do (buy their stuff) and use your power as an active participant helping to shape a different future, it takes resilience."

Highlighting not only the benefits to buying sustainably, Firth drew attention to the popular practice of greenwashing within the fast fashion industry, where brands will mask their unsustainable and unethical practices by changing a few small things to have the appearance of 'doing good'.

"Even when fast-fashion retailers use materials like organic cotton, for example, the sheer volume of items those companies produce is still very much a problem; most of that ends up in landfills. QZ reporter Marc Bain wrote, "a landfill overflowing with organic cotton is still an overflowing landfill.""

As wife of famous actor Colin Firth, her work towards making fashion a more responsible industry has had a wonderful spotlight and has drawn many more people towards the world of ethics and sustainability. She actively calls for more people to think about the true cost of their clothes choices: "Underneath whatever trend, whatever brand you happen to be wearing right now, there lies the beating heart of an active citizen working for social and eco justice. Unleash your inner activist, and I promise you you’re in for a thrilling ride. Hands down, it’ll be more uplifting and nourishing than any low-cost piece of apparel that a fast-fashion brand can sell you." 


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