you are sustainable
There is a growing need for sustainable and conscious behaviours and habits today. The consequences of unsustainable behaviours, unregulated production processes, and rampant overconsumption are increasingly evident in our environment. Sustainability has emerged as a crucial topic across industries, with corporations and individuals delving deeper into this issue and seeking sustainable solutions. The fashion industry, in particular, is a significant contributor to our sustainability challenge.
The ‘You are Sustainable’ campaign empowers everyday individuals to make conscious, sustainable choices and develop long-term sustainable habits. It presents information simply and understandably, fostering awareness and inspiring action. The campaign takes a personalized approach to sustainability, highlighting the importance of individual responsibility in shaping a sustainable future. It provides actionable steps and changes for living sustainably, addressing consumption patterns, attitudes towards purchasing, clothing care, and disposal methods.
research
The Sustainable Fashion Handbook by Sandy Black was a primary research source. It looks at corporate, governmental, societal, and personal responsibility. It covers how sustainable choices can be made at these various levels and how each of these parts can work together to achieve true sustainability. I consulted other resources such as written articles, podcasts, books, films and documentaries, social media pages, and brands that are making sustainable efforts. The documentary “Dead White Men’s Clothes” gives an insight into what happens to the clothing we donate and how being more conscious of how we donate is necessary for sustainable living.
Process
In narrowing down this complex topic of sustainability and choosing to take an individual responsibility approach, I had to think of how to communicate and present this to the audience. I set out to create an educative campaign comprised of a book, events, physical posters, social media and online graphics. The book is the campaign’s focal point as it can go in-depth into the subject matter. I explored a garment's life cycle and how sustainability is impacted in each stage. I explored the use and disposal phase specifically, reflecting how the use and disposal can often be the most impactful stage of clothing.
book
The book is the focal point and perhaps the most essential part of this book, containing six articles. The articles are Understanding Sustainability, Is this Truly Sustainable, Sustainable is not always Accessible, Getting Rid of Clothing Responsibly, Dead White Men’s Clothes, and Why This is Important. The book aims to break down the complexities of sustainability and present information in an engaging and impactful way that drives action.
The entire book can be viewed here.
posters
The posters are to spread the word about the campaign, the book, and associated events. I use short paragraphs that speak to the campaign’s purpose and draw people in to learn more. The posters are to be placed around the city in high-traffic areas.
The brochure overviews the campaign, capturing the events, book, and online contacts. It summarizes the campaign’s purpose and shows its different branches. The brochure will be placed in high-traffic areas where it is easily accessible. It will also be available at the events, and people can pass it on to more people.
brochure
Social media - brand focus
These graphics highlight sustainable denim brands. Denim is one of society’s most consumed types of clothing; almost everyone owns a kind of denim. Yet most popular brands produce denim in largely unsustainable ways. These highlighted denim brands employ sustainable practices: fair wages for workers, sustainable materials like organic cotton and old or previously-owned denim, options to buy or rent, manufacturing locally, and more.
Social media - Infographics
These graphics highlight the themes and contents of the book. They take some of the articles in the book and place them in a short-point format. This encourages the audience to read the book and gain more in-depth knowledge. It focuses on steps to improve sustainable living and provides an overview of some of the effects of unsustainable living.
Conclusion
Sustainability in fashion is complex for many people. It is often presented in ways that can make it seem unattainable. When we think of sustainability, we think of manufacturing processes, water use and pollution, carbon emissions, greenhouse gases, and more. These are all essential parts of sustainability, but for an individual, they can make it seem like there’s nothing they can do about it.
This project aimed to present sustainability through a different lens. It’s essential to have this information and probe what brands are doing and how they’re doing it, but I think it’s even more critical for us to think of what we can do. What is achievable within our means? How can we change our behaviours as we think about a sustainable future?
Brands and corporations should be held accountable, but we must also look in the mirror. The industry right now is framed by consumer demand. Brands feel increasing pressure to position themselves as sustainable. If we live sustainably and educate ourselves, we are even more well-positioned to demand better from brands and corporations.
Change starts with us, and we are making progress by taking one step each day to more conscious behaviours. I hope to see sustainability in fashion truly evolve into something sustainable. I hope individuals are more conscious of how they consume and use clothing. Brands and corporations care about the impact of production and how they produce.