Nowadays, the fashion industry is undergoing several transformations and, as with everything, these result in different points of view.
One of them is sustainable fashion. On one hand, it's well received and is an aspect that is increasingly being introduced in different brands. On the other hand, it's a subject that has been the main character of countless debates lately. Whether it's the more frequent use of brands to explain that the value of their garments comes from the use of raw materials and their entire sustainable production process.
The high prices that make a jumper out of reach for anyone. The debate between sustainable fashion and fast fashion, where the first is the future and the other is seen as negative and harmful to our planet. One is accessible and quick to buy and the other is more long-lasting and may not be as affordable.
But is sustainable fashion elitist? We think it can vary depending on how you look at it. From our perspective, there needs to be a balance.
Firstly, we see fast fashion as something extremely negative in our industry, which over time has become increasingly powerful. It's quick to create, quick to produce and quick to consume. Often, its quality and durability are put aside and its production is carried out in the fastest and least sustainable way at all levels.
Secondly, we have sustainable fashion, where environmental, social and product conditions are all thought about and considered throughout the production process and in the image of each brand. Nowadays, there is an awareness and demand on the part of people to buy the right garments, with the right materials and with the right practices. The concept of right means being environmentally friendly and the most beneficial for our planet and for us. Being sustainable is the present and the future.
Comparing these two aspects can be a great debate that we can (and in fact are) witnessing. Essentially, it can be summed up as a social issue. Sustainability has been associated with people's inability to buy, or rather, with a limited number of people being able to afford a particular item. The prices are getting higher and higher and often many brands don't explain why, they just say that the garment is sustainable. There is little transparency and many experts say that this uncertainty can lead to judgements that are not in line with reality.
Lack of access and ability to buy a certain product can limit people. That's why its direction is often associated with a fashion in which a piece is more accessible to everyone, even if this involves the incorrect and unsustainable way of production, use of material and poor quality and durability that results. However, we live in a society in which this vision is not well accepted, having a negative and damaging impact on the fashion industry.
At Wedoble, we believe there should be a balance. Everyone has the right to make their own choices. In this way, we can accompany those choices and introduce (and we think this is already being done) the idea that when we buy, we should buy so that it lasts. Durability is the concept that emerges and that can bring balance to this issue. In addition to wearing a jumper, knowing how to make it last - either by continuing to wear it, by the second-hand link or by not discarding it and realising how we can recycle our garments.
As part of children's fashion, Wedoble is very concerned about making this durability a reality - the care taken with the quality of our garments means that they are used many times and, if they are not, there is the alternative of giving the garment a chance to be used again, so that it can be recycled and not discarded. Wedoble believes in this balance. We add the fact that we want to be increasingly transparent with people, so that it's clear to understand our work, our product ideas, the entire production process and our mission to be sustainable. This is something we agree is more and more challenging, particularly on an economic level, but we must always rely on a balance.
In addition, this issue of sustainability needs to be regulated and clearly defined, so that consumers themselves can be enlightened and there is no longer this diversity that can lead to misconception.
What about you? We want to know your opinion on this subject, which we believe is extremely important to define and debate.
