There’s a growing understanding among the most prominent brands that the traditional linear business model, based as it is on constant consumption of natural resources and sales driven by built-in obsolescence, is not sustainable.
Whether fashion conscious or just practical, most of us owns at least one pair of jeans. The average American wears jeans four days a week, and even in the UK, not known for it’s cowboy culture, we each own an average of seven pairs.
The potential for recycling won’t on its own make fashion sustainable. Putting months-old purchases in a charity or recycling bin won’t undo the waste of resources or make up for any human or environmental cost involved in their manufacture.