Sustainable fashion production (Photo: Walla! system, Amber Ophir)
What hasn't been said yet about the jeans?
They are the most classic item in our closet, quite comfortable, suitable for every item and every person, can work in different situations and there are tens of thousands of their versions in different shapes and cuts around the world.
The jeans, in a way, became our "blue skin", with which we can go to the supermarket and to the same extent to desirable social events.
The popularity of those jeans, which were originally supposed to be used as work clothes, was not lost in the world of fashionable gimmicks and even leaps up every year.
Sustainable fashion production (Photo: Walla! system, Amber Ophir)
Whether it's a low or high cut, skinny or boyfriend, it's agreed and known that jeans are here to stay.
As such a popular product, which is considered a "must-have item" in the wardrobe, we as a society tend to ignore another aspect that many do not bother to deal with - jeans are probably the most polluting item in the world and require approximately 7,500 liters of water to produce just one pair .
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Sustainable fashion production (Photo: Walla! system, Amber Ophir)
Today, every fashion chain offers a wide selection of jeans, where most of the jeans are made of different plastic fibers, based on petroleum.
I mean, the big chains that release new items at a fast pace and in commercial quantities, waste over a billion liters of water every year, and produce non-biodegradable plastic, textile waste and various types of toxic chemicals for clothes that will be worn only a few times, if at all.
Sustainable fashion production (Photo: Walla! system, Amber Ophir)
As fashion and culture people who deal with sustainability regularly during our work, we chose to create in the current production a new angle that clearly deals with sustainability and criticizes the culture of consumption.
But at the same time it shows that there is a fashionable way to criticize the world of fashion, one that is not always talked about and gets a platform, especially when this angle of the ecological discussion is often silenced and considered "superficial and shallow" in relation to the political or economic fields related to sustainability.
Sustainable fashion production (Photo: Walla! system, Amber Ophir)
One of the issues arising from the production is the place of fashion within the world of sustainability and vice versa.
The fact that the fashion industry is the second most polluting industry in the world has long been known to most of the public or at least it will not surprise anyone, but will we really do anything to change it?
It seems that the culture of fast consumption succeeds in overcoming ideologies and essential messages, even among those who show interest or speak in favor of preserving the environment.
Consider the ultra-fast fashion site Shein, which has become the most profitable site in the US, mainly due to the consumption habits of Generation Z, which boasts a high awareness of climate and ethical issues.
Sustainable fashion production (Photo: Walla! system, Amber Ophir)
If in the past, the world had to deal with the fast fashion industry that includes physical stores such as Zara and H&M, in recent years its more "problematic" sister has arisen - ultra-fast fashion such as Shein, which increases the rate of trade and production, releasing items as "singles" without interest in the collection Shlomo has even given up physical stores - all item orders are made digitally and immediately.
The world views of many of Generation Z who wish to bring slow fashion to the fore and at the same time the profits of the ultra-fast fashion stores, point to a contradiction between the ideology and the action that is actually being taken.
The fast consumption culture that is based on the "here and now" stimulates the urge to buy and accumulate items of clothing (and not only) at suspiciously cheap prices, without thinking about the real need or what had to happen in order to reach such a low price.
Sustainable fashion production (Photo: Walla! system, Amber Ophir)
As part of the fashion production, we chose to present new ways of consumption and sustainable alternatives for the jeans items and the other clothes on the set, which, among other things, included slow fashion, designers, novelty and second-hand and vintage stores, including jeans clothes that were renewed by Max Payne's high school students, clothes from the chain The Israeli 'Ata' and clothes from the vintage store and Sacher.
All of these are great ways to purchase sustainable fashion items that minimally harm the environment.
Sustainable fashion production (Photo: Walla! system, Amber Ophir)
However, it is important to emphasize, moving from fast fashion to sustainable fashion is a very important step in the way to deal with the damages of the fashion industry, but it is not the whole way.
Our ultimate goal should be to change our consumption habits and not to change consumer products.
The ultimate and most effective solution to stop global warming before the point of no return is to reduce consumption.
In fact, according to a report released last November on behalf of the research institute 'Hoot or Cool', in order to meet the goals of the Paris Agreement to stop warming at 1.5 degrees, the number of clothes we must buy per year is 5, even if they come from sustainable fashion manufacturers. For comparison, the average consumer in the world The Westerner purchases 68 items. Therefore, during the creative process, we emphasized correct consumerism and the problematic nature of ultra-fast fashion that manages to "blind" its customers to reality. For example, the concept of "green washing", which describes the creation of a positive public image through seemingly green practices, when in fact The main activity of the company pollutes,
It is among the hottest topics in the field of sustainable fashion.
Many fast fashion companies consciously choose to harm the climate, the environment and the workers who produce the clothes, but at the same time present sustainable projects and apparently responsible collections that use recycled materials, organic cotton, etc.
However, they do not state that this is one collection out of dozens of polluting collections that come out every year, and in addition, none of the green collections refers to the employment conditions of the workers.
Can the slave shift exist?
In his case the answer is an unequivocal no.
And in addition, none of the green collections refers to the employment conditions of the workers.
Can the slave shift exist?
In his case the answer is an unequivocal no.
And in addition, none of the green collections refers to the employment conditions of the workers.
Can the slave shift exist?
In his case the answer is an unequivocal no.
Sustainable fashion production (Photo: Walla! system, Amber Ophir)
However and despite the many challenges, sustainable fashion is starting to gain momentum and especially awareness among the general public.
In fact, forecasts show that by the end of 2030 the slow fashion market will overtake the profits of fast fashion.
Time will tell where the environmental revolution will reach in the world of fashion.
But what is completely clear at this point is that this revolution looks better than ever and this time no one is burning clothes, just the opposite.
Sustainable fashion production (Photo: Walla! system, Amber Ophir)
Credits
:
Creative and writing: Dor Gabbai and Mittal Pelag Mizrahi
Models: Dor Gabbai, Mittal Pelag Mizrahi, Mili Kesem
Photography: Amber Ofir
The writers of the item are also behind the production of the fashion presented in the article.
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