They call themselves Fashion Heroes and have pledged to refrain from buying any new clothes or accessories for three months. Their mission: to detox their closets and the fashion industry. In Fall 2012, eight young Dutch fashion lovers launched the Fashion Against Toxics campaign to make a statement against the use of toxic chemicals in the textile industry. On their Facebook page, they share their stories and experiences, and publish the best tips & tricks for a green wardrobe.
Fashion Against Toxics may be unique in its fight against the hazardous chemicals associated with clothing production, its attempt at three months without shopping is not new. In the Netherlands, the Free Fashion Challenge, which was launched in 2010, became a true catalyst for consuming less. In the first edition, 27 fashionistas promised to not buy any new clothes for a year. Only 19 of them managed to keep this promise. Nevertheless, the second edition started off with hundreds of participants. The Free Fashion Challenge website supports their efforts with, amongst other things, expert advice and swapping tips. A wardrobe clean out is one of the first activities that participants of the Free Fashion Challenge engage in – this is meant to make clear that they do in fact possess lots of clothing that they may use or swap during their year of non-shopping.
The Free Fashion Challenge is reminiscent of initiatives like Six Items Or Less, which challenges consumers to use only six items in their wardrobe for a month. This experiment is designed to make fashionistas more mindful of their clothing, develop creative solutions to environmental issues in the fashion world, and promote living with less. Anyone who likes to try out a more encompassing sustainable lifestyle can also join initiatives like No Impact Week or Buy Nothing Christmas.
And let’s not forget that it’s possible to remain stylish, good-looking and fashionable while consuming less. Sheena Matheiken, whose The Uniform Project celebrated the versatility of the little black dress, is the prime example. And for fashionistas who like to clean out their wardrobes on a regular basis, vintage stores, swapping parties and online swaps are a must-do. Because as Sheena Matheiken has not failed to point out, in order to create a truly sustainable earth, it is necessary to engage in a lifestyle change rather than join a week, month or even yearlong project.