Pull on the threads of emotional attachment—memories, identities, and feelings—influencing sustainable fashion and contributing to a circular economy!
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11 Jul 2024
7 Min Read
Nellie Chan (Editor)
Pull on the threads of emotional attachment—memories, identities, and feelings—influencing sustainable fashion and contributing to a circular economy!
Imagine rummaging through your closet and stumbling upon an old, worn-out T-shirt from a concert you attended years ago—the fabric thinning, the print fading, and the seams fraying. Yet, despite its imperfections, you find yourself unable to let it go. This T-shirt, imperfect as it is, embodies a piece of your personal history. This emotional attachment to our old clothing often creates a reluctance to part with them, which can be both a blessing and a curse.
Interestingly, this reluctance can be harnessed with the rising trend of circular fashion, which aims to redefine our relationship with clothing (i.e., the blessing). The current fashion model operates in the linear economy of 'take, make, waste', dominating an industry that mass-produces and consumes garments primarily made from fossil fuel-based synthetics, such as polyester, nylon, and acrylic. This economy promotes not only fast fashion but also, at its worst, disposable fashion. However, recognising the severity of shrinking resources and growing consumer concerns about environmental and social impacts, the fashion industry is shifting towards a circular economy.
In contrast, the circular economy seeks to keep garments in use for as long as possible, creating a closed-loop system. This economy is structured around four core principles: reduction, paring down new purchases; reuse, encouraging the reuse and repurposing of old clothes; recycle, breaking down garments to create new ones; and redesign, inspiring creativity in altering and updating clothing. By embracing these principles, individuals and industries can pave the way for a sustainable future where each piece of clothing continues to tell a story, preserving our personal histories while reducing our environmental footprint.
When it comes to letting go, behavioural psychology sheds light on why it can be so difficult. Loss aversion, a foundational concept in prospect theory by Daniel Kahneman and Amos Tversky, explains why we are more sensitive to losses than gains—it is theorised that the pain of losing is psychologically twice as powerful as the pleasure of gaining. When the thought of parting with clothing feels like losing a part of ourselves, it perpetuates a cycle of keeping one item after another, ultimately resulting in an overflowing closet. Decision fatigue, a term documented by Roy F. Baumeister, further exacerbates our reluctance to dispose of clothing. As we become overwhelmed with the sheer number of items in our closets, the decision-making process of what to keep or dispose of becomes increasingly burdensome.
Cultural norms also significantly impact disposal behaviours. In collectivist cultures, where passing down clothing through families or participating in communal swaps is common, there is a notable focus on community involvement in clothing reuse and sustainability. Conversely, individualist cultures often prioritise personal status through frequent purchases and subsequent disposal of new clothing. These cultural norms, identified in Geert Hofstede's cultural dimensions theory, affect how people approach clothing disposal.
Economic factors matter too. Disposable income allows individuals to afford sustainable practices like reuse and repair, which are viewed as investments in quality and durability. Economic constraints, however, may prompt individuals to opt for cheaper, fast-fashion alternatives that are more disposable. The affordability and accessibility of these options determine whether individuals can adopt sustainable practices or resort to less environmentally friendly choices.
Therefore, with psychological, cultural, and economic factors impeding circular fashion, empowering strategies are essential. Encouraging conscious consumption through thoughtful reflection on our purchasing choices—spending less on quantity and more on quality—is key to fostering sustainable clothing habits. Embracing the principles of minimalism, which emphasises keeping only essential, functional, and sentimental items, can also help reduce consumption. The KonMari Method, popularised by Marie Kondo, recommends keeping only the items that 'spark joy' and discarding the rest with gratitude, promoting a more mindful approach to clothing.
Practical advice for addressing common garment issues like fraying seams or missing buttons can extend the life of clothing (i.e., longevity) and help them escape the fate of waste! For example, patching is perfect for fixing holes or tears in fabric, darning is great for repairing holes or snags in knitwear, and reinforcing material is ideal for preventing premature wear and tear in high-stress areas like elbows or knees. When all else fails, upcycling offers a creative and innovative solution to repurpose damaged garments into something simple, like dishcloths that require no sewing, or into something a little more complex, like tote bags that require some sewing.
Finally, community engagement plays a pivotal role in fostering sustainable clothing habits. Participating in community swaps, second-hand markets, and repair workshops cultivates norms around clothing reuse and nurtures a sense of community. According to social cognitive theory by Albert Bandura, individuals are active agents who can both influence and are influenced by their environment through observation and imitation. By seeing others engage in sustainable practices, individuals are more likely to do the same.
As we reflect on the contents of our overflowing closets, we come to appreciate the profound emotional attachment we form with our clothing. Each piece tells a story, narrating the memories we cherish, the identities we embrace, and the feelings we preserve over time. Sifting through these sentiments, we are reminded of the transformative power of circular fashion: it transcends mere waste reduction; it stands as a testament to honouring our past while shaping a sustainable future. Despite the initial reluctance we may experience, learning to let go then becomes a meaningful act when seen through the lens of environmental stewardship. Every decision to reduce, reuse, recycle, redesign, or relinquish our old clothing to others contributes to a broader movement—one that celebrates our intimate connections with clothing and navigates a more conscientious way forward.