Playing off of the last post, this one will be zeroing in on building a grassroots coalition and army of supporters to move your cause forward. I’ll explore this through the efforts of an NYU student group eager to learn about and solve the issues of the sustainable fashion industry.
Wanting to learn more about student groups on campus passionate about sustainable fashion, I jumped on a Facebook invite I saw to Earth Matter’s clothing swap last week. Earth Matters is an undergraduate led environmental student club at NYU and thought I’d go check it out their event to see how students were talking about issues of sustainable fashion and what they were doing to fight back. Once I arrived at the event and put down the pieces I brought to contribute, I looked around the big conference room, people were casually pursuing the clothing, trying on pieces and chatting with friends. The selection was largely fast fashion but that’s to be expected in a college clothing swap. It was encouraging to know that these pieces would stay out of a landfill and the students were shifting their mindset about how to consume fashion.
Although there seem to be some champions in colleges around the US, undergraduates are a difficult group to turn onto the sustainable fashion mindset. Having small budgets and wanting to stay on trend usually drives their clothing consumption habits, not curating a one of a kind style or buying pieces that will last. I spoke to Liv Chai, an executive board member of Earth Matters passionate about sustainable fashion, to get her perspective on how NYU students feel about these issues and what students can do to make a difference (pictured in the middle below promoting the Earth Matters Clothing Swap).
We sat down to chat in the student center last week, where she explained her motivation for starting the sustainable fashion campaign with Earth Matters and why she thinks that her generation has a responsibility to step up and take action. Having grown up in an environmentally conscious household, she’s always cared about sustainability but it wasn’t until her first year in college that she came to realize that fashion is a major perpetrator of environmental issues. Wanting to do more, she approached Earth Matters to start up her own sustainable fashion campaign, organizing sustainable fashion shows, panel discussions, and clothing swaps.
Liv explained her motivation for starting the campaign with me – “I wanted to educate myself and start a proactive dialogue, especially as a part of fast fashion’s main consumer base…they don’t think that young people are conscious of what’s going on behind the scenes, but the young people are the ones fighting for these causes.” She explains that younger generations are stepping up and taking action where others are falling short. Take the Parkland shooting, for example, students are the ones who were able to start a movement and push for actual change in the government, policymakers were listening in a way that they hadn’t before. This has encouraged students like Liv to step up and take action on issues that they care about, knowing that their voices are powerful and can truly make a difference.
I asked Liv about how she can help influence her classmates and their consumer behavior to become more sustainable. She tells me that “it’s all about showing, not telling…showing them that there’s value in second-hand clothing and helping them realize the value of that.” She goes on to say that she’s learned a lot from Youtube and social media and has seen a trend for people to talk about becoming a more mindful consumer and including thrifted items in their lookbooks. It is clear that as we become an ever more connected world, online platforms and social media are key to shifting behavior and mindsets around how we shop.
Oftentimes sustainable fashion brands ignore younger generations who cannot afford their clothing, but I think this is a huge oversight. Like Liv mentioned above, her generation is the generation that will grow up to be leaders in sustainability. Furthermore, this is the demographic that fast fashion companies predominantly market to, and they are not offered many alternatives to the fast fashion model. By giving college students outlets to buy sustainable and ethical fashion, at a price they can afford, you can bring major disruption to the industry. Even if this means introducing updated consumption models like clothing swaps, upcycled clothing, or systems for renting more expensive sustainable brands, it is imperative that we don’t assume this generation doesn’t care because they are largely shopping at Forever 21 and H&M. They are shopping at these stores because we are failing to provide an alternative accessible model.
Now that I am back in school and surrounded by undergraduate students at NYU, I love to hear how excited they are about getting involved in sustainable fashion and what they can achieve. They are dreaming big, and I can’t help but feel hopeful for the future of the industry.