Generational cohorts’ views on local sustainable practices in fashion

Abstract

The fashion industry is in a state of flux, incongruent with the pace and scale of twenty-first-century consumers. The industry is doing business in a way that is quickly outstripping itself, relying on resources that are disappearing, and dependent on human beings working in unsafe and unfair conditions. The current fashion system relies on constantly providing choice in a short amount of time. This system is reliant on a massive carbon footprint, harming or taking advantage of workers, destroying environments, and which inherently leads to landfills that poison the earth. These practices are short-sighted and in need of change. It is therefore incumbent on those participating in the fashion industry to steer the colossal ship around to support choice, encouraging responsibility, collaboration and kindness, while ensuring physical longevity. This article is a follow-up study that seeks to address the feasibility of a proposed retail and design environment that relies on locality and interaction. The qualitative pilot study examined here focused on women born roughly between 1964 and 1980, also known in the United States as ‘Generation-X’. Women were asked about their understanding of locality, community and sustainability as well as how and what clothing purchases they make. Survey results suggest that women favour a sense of community that emphasizes acceptance, common goals and a learning environment that allows for a non-judgmental interaction and education about sustainable practices. Additionally, the survey supports the proposal of the local retail and design environment.