Industry Insider Series: This World Earth Day, Writer And Slow Fashion

This month's Industry Insider is writer and slow fashion activist, Hannah Rochell. Hannah talks to us this World Earth Day, sharing everything she has learnt about how we can all shop more responsibly.

When lockdown first happened, I was 11 months into a year-long shopping ban. During the previous few years I had learnt more about the climate emergency, the fashion industry’s part in it and in turn, my own as a fashion journalist. Disillusioned, I made the somewhat drastic decision to change my career and to only write and blog about sustainable fashion. I also wanted to re-tune my somewhat addictive relationship with my wardrobe, so I vowed not to buy anything new for a year, including second-hand, and to instead shop solely from my own wardrobe.

In those 11 months I had a brilliant time rediscovering the clothes I already owned. But I had also fallen back in love with vintage, as well as discovering some fabulous new responsible fashion brands, and I was looking forward to shopping mindfully once my shopping ban had ended. So when the pandemic arrived with all its uncertainty, particularly for small businesses that might not survive it, I decided to break my ban early and buy the items I had allocated myself for the coming year earlier than planned. I wanted to do my bit to make sure those small boutiques and brands I had fallen in love with were still around when the world got back to normal.

I didn’t feel guilty for breaking the ban early. Not only were the brands and shops I supported by buying the clothes really grateful, but my own enjoyment of buying new things had completely transformed for the better; it now equated to enjoying those few new pieces much more than I previously would have, knowing that I would treasure them for years to come. I know many people have changed their shopping habits during lockdown and are keen to keep up the good work, so with the benefit of an extra year of mindful shopping under my belt, I thought I would share some of my top tips for sticking to your new fashion resolutions.

Try second-hand first

The most responsible way to shop is to not buy new at all, and given the amount of clothes already in circulation, you can probably find anything you need on a vintage website or in a boutique rather than taking the lazy option of hitting the high street. There are certain classics like jeans and designer handbags that are plentiful, but for me vintage is also a winner because of the one-off treasures in bright retro prints that fast fashion often tries to emulate but never succeeds in doing.

Say goodbye to the impulse buy

I usually spend about a week mulling over something before I buy it (unless it’s vintage). I assess what I already have in my wardrobe and research the brand’s sustainable credentials - if it’s not clear I email them to find out. Often after a week I have either gone off the brand because they didn’t reply to me (always a red flag) or I have forgotten about the item completely.

Curate your inbox

Unsubscribe from all fast fashion brands and instead sign up to newsletters from your favourite pre-loved boutiques like Open for Vintage, brands that are truly ethical, and sustainable fashion advocates who will help you make informed decisions. Refresh your Instagram feed too; unfollowing pushy brands and influencers that might make you feel pressure to keep up will keep your new mindset in place. I would also advise curating your regular walks, such as to work, so that you avoid walking past fast fashion chain stores. Instead, change your route to take in independent boutiques and thrift stores, as well as a local vendor for your morning coffee.

Be confident in your own style...

This is one of the most valuable things you can do when trying to shop more responsibly, and the easiest way to figure it out is to start counting how many times you wear each item in your wardrobe. I did this during my shopping ban, and the results really surprised me. For example, I would struggle to live without a couple of pairs of corduroy dungarees and a handful of Breton striped tops, but it turns out I hardly ever wear my jeans, so I probably won’t buy another pair in my life.

...and leave trends behind you

This goes hand-in-hand with knowing your own style, because once you have figured out what you love and what suits your body, you won’t feel any need to rush out and buy this season’s latest… well, I honestly don’t know what this season’s latest trends are. And it feels great.

Some pieces I love: