Gallery: How Do We Break Our “Fa...

Overdressed, Elizabeth L. Cline, overconsumption, materialism, fast fashion, eco-fashion, sustainable fashion, green fashion, ethical fashion, sustainable style

Elizabeth L. Cline spent more than three years probing the underbelly of the American fast-fashion industry. Her discoveries, prompted by an epiphany over the absurdity of $7 shoes from Kmart, led her to write Overdressed: The Shockingly High Cost of Cheap Fashion. More than an exposé, it’s also the story of how we went from a society of make-do-and-menders to a nation of addicts caught in an endless vortex of overconsumption, waste production, and post-purchase malaise. We chatted with Cline about how disposable fashion is anathema to our economy, our environment, and our psyches, and the concrete steps anyone can take—yes, even you—to break the buy-and-toss cycle many of us find so impossible to escape.

Overdressed, Elizabeth L. Cline, overconsumption, materialism, fast fashion, eco-fashion, sustainable fashion, green fashion, ethical fashion, sustainable style, Zara, Forever 21, H&M

“AHA” MOMENT

What inspired you to write the book?

I noticed some pretty dramatic changes in my shopping habits. I got to the point where I was pretty much buying only cheap clothes and I was buying a lot of them. I saw my friends and family shopping the same way. And I wanted to delve into what’s happened in the fashion industry that’s changed our consumption patterns so dramatically from a seasonal fashion cycle to an almost weekly or monthly fashion cycle where we’re treating clothing as a disposable good. I was surprised there wasn’t a wider conversation about this taking place on a national level.

People do seem to be talking about the subject more in the United Kingdom than in the United States.

They do; I think it’s partly because fast fashion started in Europe. You have H&M coming out of Sweden, Zara coming out of Spain…they started having these patterns of consumption before us and I think the conversation is a little bit ahead of where it is in the States. Lucy Siegle, a U.K. journalist, put out that very wonderful book earlier this year, To Die For: Is Fashion Wearing Out the World earlier this year, so [fast fashion] is not a problem that’s specific to the U.S., but I decided to focus the book on the U.S. market because I thought it would resonate strongest with the readers here.

Why do you think the U.S. isn’t quite there yet when it comes to discussing these issues?

Mass-market clothing really took off in a big way in the U.S. We’re the ones that have had this history of department stores that have turned into chain stores, and we just have a very specific with garment production and retailing…and it’s different in the U.K. So I think part of it is because of the way the industry is structured here.

For whatever reason, we’ve never been as comfortable as Europe with the idea of spending money on clothes.

For whatever reason, we’ve never been as comfortable as Europe with the idea of spending money on clothes. We’ve always had this more puritanical, thrifty view about fashion; I think we’ve always been sort of wary of it. And that aggravates the whole problem—people use that as justification for being cheap. Clothing just isn’t something you should spend money on.

It does seem that Europeans care more about investment pieces that last forever.

Right; we got away from that habit much more easily. That’s probably a whole other book about why America has that history as compared with what’s going on in Europe.

Overdressed, Elizabeth L. Cline, overconsumption, materialism, fast fashion, eco-fashion, sustainable fashion, green fashion, ethical fashion, sustainable style, Zara, Forever 21, H&M

NOT SLOWING DOWN

Has the economic recession cooled our shopping habits any way?

After the recession started, you would think that consumers would turn back a little bit more to investment pieces, but actually the stores with the highest brand strength—and I discovered this while researching the book—are the cheap-fashion chains.

After the recession started, consumers weren’t reining in their consumption, they were just buying cheaper clothes.

So you’ve got H&M now, which is the second-largest retailer in the world, and you have consumers who are, in a sense, getting cheaper. They’re saying, “Oh well, I’m broke, but I’m not going to rein in my consumption; I’m just going to buy cheaper clothes.”

Are we still buying the same amount or are we buying more or less?

There was a dip in 2008…our consumption was around $20 billion. But more recent figures put our consumption at $20.5 billion, so yes, we’re still buying more clothes than ever and [the numbers] just keep going up every year.

What discovery surprised you the most while you were researching the book?

So many things but one thing I found really shocking was when I went to the Salvation Army in my neighborhood and was shown this wall of clothing, and it was 18 tons of clothes wrapped up in bales and stacked up. And that represented just three days of castoffs at one Salvation Army location in one city in the U.S., and I think that visual for me was probably the most eye-opening in terms of realizing how much we’re consuming and how much waste we’re creating.

Do you see the industry giving up fast fashion any time soon?

(Laughs.) I think what the goal should be is to pressure these retailers to behave more responsibly. We are already seeing that: we’ve got H&M coming out with the Conscious Collection. Nike started up a shoe-recycling program.

I think what the goal should be is to pressure these retailers to behave more responsibly.

You see companies taking more initiative about improving their environmental footprint, and hopefully we’ll see more of that. And at the same time, I hope we see more consumers shopping in different ways, which I think will also put more pressure on the industry to change.

CONTINUE READING >

5 Responses to “How Do We Break Our “Fast Fashion” Addiction? An Interview With “Overdressed” Author Elizabeth L. Cline”

  1. taghag says:

    sounds like a great book! however, i’d like to point out that polyester can feel great against the skin and has wonderful recyclability. yes it’s a petroleum-based product, but arguably no worse for the environment than cotton production. a little more love for polyester, please!

  2. Amylea says:

    Ugh! Polyester is that fabric they like to make kids pajamas from. No matter how soft your hands are, they always will snag on polyester as if they were terribly chapped. Ew! I can’t stand that stuff!

  3. cartoonist62 says:

    The problem here is that the more expensive “quality” brands use the same abysmal labour force. So unless you employ a seamstress this seems like a difficult thing to avoid.

  4. nnakpw says:

    I think it’s interesting that she mentions that it is the consumers job to be more mindful. Usually, people feel that they can’t possibly make a difference because they are just one person. However, if we change our spending habits, companies will take notice. People need to stop buying “disposable clothing” and start spending with more responsible companies.
    Personally, I’m a big fan of Reco Jeans. They collect scraps from their jeans factories and reweave them into more fabric to make their jeans. Most companies throw out all their scraps without giving it a second thought. By actually taking the time to do this, Reco Jeans is minimizing water and pesticide use as well as fabric waste.
    If you take the money you would have spent on H&M jeans and spend it at a company like Reco Jeans instead, you’ll be doing the environment a huge favor.
    You can check them out at recojeans.com

  5. selkie305 says:

    Some of my favorite clothes are things I have worn for years, and were not new when I got them. The “disposable fashion” trend is discouraging, but hardly new. And it has now become widely acceptable – even fashionable, in some cicles, to buy your clothing in thrift shops. Or “vintage clothing boutiques”, if you don’t mind being overcharged. And years ago, when skirt lengths changed, they ALL changed. If your personal style was different, it was difficult to find clothes. Now you can go to most stores and find a variety of lengths and styles.

Leave a Comment

Please keep your comments relevant to this blog entry. Email addresses are never displayed, but they are required to confirm your comments.

Please note that gratuitous links to your site are viewed as spam and may result in removed comments.

Add your comments

NEW USER

Sign me up for weekly Ecouterre updates

Let's make sure you're a real person:

CURRENT USERS LOGIN

Lost your password?

  • Welcome to Ecouterre.com, your online guide
    to the best ideas, innovations and emerging
    trends in eco fashion, sustainable style,
    organic beauty and ethical apparel.

    get the free Ecouterre newsletter

    Submit this form
  • follow ecouterre on:

  • The EDUN Runway at New York Fashion Week Was a Brand New Start

  • Ecouterre on Facebook
  • Ecouterre Video

    The Latest Eco-Fashions from the Green Shows at New York Fashion Week



    The Green Shows at New York Fashion Week