According to the Ellen MacArthur Foundation, half a million tonnes of the plastic microfibres used to make clothing end up in our oceans each year.
The fashion industry is responsible for 10% of global CO2 emissions and by 2050 the figure will have risen to 26%.
Of the items produced by the industry, 85% are either incinerated or put into landfill at the end of their lifecycle. In addition, out of all industries the fashion industry is the second largest consumer of water, producing about 20% of global wastewater.
Everyone knows we urgently need to act to curb climate change.
To try and reduce emissions, other industries, such as the car and transport industries, have been brought to the attention of the public, but the fashion industry has mostly been overlooked, meaning there is still much that can be done, including improving environmental rights as well as ethical and workers’ rights.
The biggest challenge faced by the fashion industry is reducing the negative impact it has on the environment, particularly regarding fast fashion, low quality fabrics that wear out quickly and clothing that is thrown away after only a few uses.
Today we would like to introduce you to Ecodicta, a social business that offers consumers an alternative to unconscious consumption, which has become a habit for so many of us.
Ecodicta offers products that are either just as good as or better than those currently available on the market. The business cares for the environment, whilst allowing us to try new items of clothing each month.
The business model of fast fashion is quite simple really. It is based on the relationship between design, product rotation and price. Ecodicta uses this same model, the difference being that there is no production stage, which is the most polluting and which tends to involve the human rights abuse of those who produce all the items that end up at the back of our wardrobes.
Ecodicta has taken the model of fast fashion one step further and adopted the model used in the fashion sharing economy, allowing participants to rent up to 48 high quality items per year. These may be items produced either by international brands or sustainable Spanish brands. Ecodicta’s prices start at 30 euros per month.
The service offered is simple. New users choose a monthly plan, define their style and then begin receiving items of their choosing. These are borrowed for the duration of one month, after which they must be returned so that new items can be received.
The purpose of this initiative is to change the way we consume fashion. It makes sense to buy items we know we are going to use often and it makes even more sense to rent those items we want to experiment with.
Ecodicta has become the platform for circular fashion. The business helps clothing brands rethink the lifecycle of their products and become more sustainable. Fashion sharing allows brands to increase the lifespan of their products, boost their reputation and protect the environment.
The business not only helps reduce the irresponsibly high production levels, but also supports sustainable Spanish brands, helping these to reach conscious consumers that may be interested in renting their products.
The organisation is creating a network that will help make the fashion industry more environmentally friendly.
Although Ecodicta’s service is currently directed at women, its plan for the medium term is to offer options for men too; and there is some very good news – the number of people opting for conscious fashion is growing day by day.
