Let’s stop mass production. Think smart, buy smarter.

As we always repeat, it’s time to change fashion.

The unsustainable way of producing fashion lead to great amounts of clothing waste.

Each year, more than 100 billion garments are made and around $450 billion worth of textiles are thrown away around the world. With the emergence of fast fashion, that figure is set to rise in the coming years to unimaginable levels.

The world definitely doesn’t need another fast-fashion brand. The world needs sustainable, thinking companies.

In a bid to make larger profits, fashion brands put apart what’s really more valuable. Doing things right. While seeking larger profits, fast-fashion companies intend to constantly fill-up and renew wardrobes by making short-lived garments.

So these lead to mass production or continuous production. The production of large amounts of standardized products in a constant flow. This standardization leads to the amazing amount of $450 billion worth of textiles, thrown away every year.

But, who has the problem, the consumer or the producer?

The answer is both, and here’s why.

The increased consumption associated with low-cost production, demand the production process to be up to date. These create problems of conservation of natural resources and the excessive disposal of textiles.

As the brand, constantly renews it’s trends and it’s collections, the consumer urges to buy by impulse in order to stay at the forefront. A non-stop cycle that affects everyone.

It’s not rocket science that clothing it’s a prime necessity good, let’s do it right.

So, how production should be done?

Market Share.

Let’s imagine the complete fashion market as a great big cake. All big brands want to have the complete market share. What they haven’t yet understand it’s that there’s plenty for everyone. Produce and sell only necessary garments to your market share and not for this great big cake.

Long-Lasting Products.

Creating long-lasting products reduce textiles waste as you increase it’s durability or remain functional over its lifetime. Long-lasting doesn’t mean expensive garments, but fair priced products so it’s not a luxe to have ethical clothing.

Let’s continue making awareness on how clothing fashion should be made. You’re not too late to make a change.

Andrés Alvarez, co-founder of Common Culture.