The fashion industry is a vast universe that affects our choices in purchasing clothing.

Deliberately or unconsciously we become fast consumers of modest quality garments, with negligible if not low purchase costs; this is the phenomenon called fast-fashion, one of the culprits of the current ecological crisis, since consumption generates huge textile waste, water waste, greenhouse gas emissions and pollutants.

Why then do we continue to use misleading generic terms such as “eco-friendly,” “green,” in the language of fashion, giving the impression of positive environmental attributes? This is greenwashing, actually vague language that does not certify the production process and the finished product.

Talking then about sustainable fashion is proper, because this implies first and foremost the use of organic and certified fabrics, absence of economies of scale, lower environmental impact, respect for the conditions of textile workers in human and remunerative aspects, and absence of unnecessary overproduction.

The main theme related to sustainable fashion is the use of natural fibers such as hemp, linen and jute, which do not require the use of environmentally harmful substances. Environmentally friendly man-made fibers include bamboo, tencel-certified modal, and synthetic fibers obtained from recycling plastic or fishing nets recovered from the sea.

The virtuous behavior of the end consumer then becomes important, when he or she is careful to read labels, when he or she buys less but better, wonders who produced that garment and why it costs so little.