Wake up.

The fashion industry is out of control and yet in control.

Of you.

In a time where we obsess over the perfect body, fitness, aesthetic, ‘clean’ food, calories, macros and steps per day, we couldn’t be more unaware of what we are being fed.

So if we care so much about what we put in our bodies, why don’t we care so much about what we put ON them?

I’m not just talking about style. I’m talking about where and how our clothes were made.

Stop and think for a minute, literally: what’s on your back?

If we know that palm oil is bad, too much red meat is unhealthy and sugar is toxic, why don’t we know that fast fashion, plastic fibres in materials and the blood and sweat of marginalised people is in the clothes we wear?

Did we even ask? To stop and think. No, probably not.

Because the fashion industry doesn’t want you to.

Credit where credit’s due, I’m not here to take away anyone’s hard work: it’s out there. Its being talked about. But it’s still too far away from the mainstream, the average consumer, the shopper. Too far away from you. Why?

Because once that gets out. Like OUT out. Damn, this whole thing is falling apart.

Let’s be frank:

The fast fashion industry, and its glossy counterpart, luxury fashion, are two sides of the same tarnished coin. One convinces you that you can’t afford to be ethical, the other that you're too uninformed to matter. It's a classist facade (which is more than ironic, really).

While fast fashion brands spring up in working-class areas, luxury brands create an illusion of unattainable perfection, all while their products are often made in the same exploitative conditions.

Did you know that the fashion industry produces an estimated 8-10% of global greenhouse gas emissions? More than the emissions from all international flights and maritime shipping combined.

Did you know that the same factories that make your high-street clothes, also construct those same high price-tag designer items?

Did you know that the fashion industry employs approximately 75 million factory workers worldwide, yet less than 2% earn a living wage?

Feeling hot under the collar yet?

The truth is a tangled thread, deliberately kept from you. Information is gate-kept, locked away in complex supply chains and misleading marketing. Discussed only in privileged international circles where being money-poor and time-poor isn’t the biggest concern.

The fashion industry doesn't want you to know that a shocking 30% of all clothes produced are never even sold, their journey ending not in a wardrobe, but in a landfill or an incinerator. And yet still women and children slave away to unattainable product targets in blistering heat for next to nothing.

This is the reality of mainstream fashion, a crisis that preys on the vulnerable, does untold damage to the planet and keeps getting bigger and bigger. All while cloaked in affordability and aesthetic.

You only know what they want you to know.

Wake up. Embrace the circular economy. Choose sustainable, pre-loved, and ethically made garments. Demand transparency. Move your money.

Question the narrative.

and watch your back.

Who am I?

It doesn’t really matter but I’m just like you.