The fast fashion industry has a negative impact on the ecological balance of the planet and distorts our relationship with fashion, so it is essential to begin to consciously select what we wear.
“This industry employs a linear model of buying, wearing and disposing of clothes, which destroys the planet in a social and environmental way. However, as it is offered at extremely low prices it is in high demand. The buyer does not investigate or covers his eyes, since he prefers to have more for less and does not realize that at the end of the day these cheap clothes cost us all as humanity. On the other hand, large companies are in a position of power or comfort in thinking that they do not need to change this model”, explains Charlie Travers, co-founder and CEO of BECAUSE Clothes with a Voice.
According to the study A New Textiles Economy, by the Ellen MacArthur Foundation, between 2000 and 2015 the world production of this fashion segment multiplied: at the beginning of the millennium 50 billion garments were manufactured and 15 years later the amount increased to 100 billion, a trend that has been on the rise ever since.
In 2010, this industry became more relevant due to the desire of the new generations to be fashionable, promoted by marketing and various advertising campaigns, for which various global brands came up with the term fast fashion, a business strategy to mass-produce, lower cost and higher profits.
Under this linear model, the fashion industry produces dozens of clothing collections per year, in contrast to the previous model (spring/summer and fall/winter).
In this sense, the report indicates that 73% of the clothing produced annually ends up incinerated or in landfills, which contributes to land and air pollution.
Awareness
In this context, BECAUSE Ropa con Voz arises, a Mexican and sustainable clothing brand that acts as a means to give voice and visibility to social and environmental causes of selected NGOs , where the final consumer chooses how to help through original designs with an initiative of communication and movement for change that falls on four main axes: access to food, recycling, use of water and empowerment of vulnerable people.
The clothing made by this company is a means of expression that tells stories, gives meaning to fashion and invites people to reflect their values and join both social and environmental causes "that need heroes like you," says Charlie Travers.
The name BECAUSE comes from the union and play of the English words be (“to be”), to indicate that it seeks “to be a movement of everyday heroes”, and cause (“cause”), because “voice is raised to support important causes.
The particular hallmark of the brand is that it simplifies the way in which people get involved in problems that require forceful actions and in community.
Their mission, explains Travers, is to promote small actions that can generate big changes, creating a community of everyday heroes who believe in a better future and act to achieve it.
He adds: "Although the apparel industry is a major source of employment and contributes significantly to the GDP of emerging economies, the reality is that wages and working conditions for those working in fast fashion are often negative." .
He points out that to meet the deadlines that this industry has imposed, production is carried out in countries that have precarious working conditions, “generally in South Asia. Among the main producers of clothing today are China, the European Union, Bangladesh, Vietnam, India, Turkey, Indonesia and the United States.
In addition, fast fashion is responsible for 20% of the wastewater produced each year in the world. “To dye or print clothes, chemical substances are used that end up in the water. These contaminating agents are toxic and if an animal accidentally ingests them, the entire food chain is affected”, indicates the CEO of the brand.
He points out that the terrible working conditions, including a very poor salary, represent an ethical problem and a clear example of exploitation, as well as a crime against human rights, among which are also child labor exploitation and forced labor.
“That is why we see these clothes so cheap, because they have the people who make these clothes in deplorable conditions. There are no distinctions, they can be men, women, children, the elderly... All of them in unhealthy and deplorable conditions. There is also a social implication in it. In this context, we offer good quality garments, which really last, can have a complete life cycle, be affordable, but also with a fair remuneration for those who produce them”, he says.
affordable and durable
According to the Ellen MacArthur Foundation, to compete with the fast fashion industry, it is necessary to implement a circular production model based on four fundamental axes: first, stop using hazardous substances in production and reduce materials that release microfibers; second, increase the durability of clothes to reduce the accelerated substitution of garments; third, to radically improve recycling, something that can be achieved through fashion design or the incentive to use both recyclable and recycled materials; finally, make the use of resources more effective and move towards renewable energies or materials in the production of clothing.
In this context, the pieces made by BECAUSE offer designs made in collaboration with Mexican NGOs .
“They are high-quality, comfortable, durable and breathable garments, with their own authentic style, which join the sustainable and responsible fashion trend based on three fundamental pillars: sustainability, that is, it uses 100% recycled fabrics (50 % recycled PET and 50% recycled cotton, as well as less than 1% water than traditional clothing in its production); we also include a fair payment to the people involved in the production process, declaring ourselves in favor of non-exploitation”, indicates Travers.
Finally, the production is made in Mexico and the clothing is linked to the socio-environmental impact it can generate.
Part of the profit generated from the sale of these products goes to selected organizations. In this way, each time people buy a garment they help to give visibility, provide attention and add actions to each cause.
