If you ask us, what are the main issues blocking the path to a future of fashion sustainability, overconsumption will be on our top 5 list. The statistic says it all:  since 2000, clothing sales dubbed while clothing utilization declined. 

Source: Ellen Mac Arthur Foundation 


It’s time to reconsider our buying habits and start making more sustainable choices. We’re here to help you break your fast fashion consumption habit. It’s not gonna hurt, we promise. You will even enjoy the journey. 

Why are we buying more than we need?

First things first, have you ever thought of the reasons for overconsumption? We were thinking of it a lot and here are some main arguments why we always want more: 

  • Considering shopping as a therapy. For some reason we believe that buying new clothes will make us happier in some magical way. Unfortunately, it doesn’t work like that and maybe we really should reconsider our lifestyle for the changes to happen.
  • Clothes and accessories became more affordable than years ago. We can buy more for less money and it becomes an addictive habit. 
  • Aggressive marketing creates fear of missing out (FOMO). Buy now or lose your chance forever! Last chance, we’re not doing that again! Only 2 hours left, don’t miss the 50% sale! These claims are manipulative, and it’s pretty easy to give up to temptation and buy something you don’t actually need. 
  • We confuse needs and wants. We do not ever “need” an entirely new outfit for every occasion – it is a want, an unnecessary want in fact.

However, there is good news. Overconsumption is something we can fight. Here are 5 basic ways to fix your fast fashion addiction. They're not new and quite obvious, but sometimes we forget about them.


1. Buy less

Try to avoid shopping fast brands and chasing one-season trends. They are nothing more than a marketing trick. 

Remember that all the clothes and accessories you’re buying use resources for production and transport to your home, leaving a carbon footprint that’s not always so noticeable. Sometimes a new blouse or pair of jeans just don’t  really worth it. In the end, the most environmentally sustainable jacket is the one that’s already in your closet…


2. Know your seller 

Consider the clothes and accessories you’re buying as a long-term market investition. What is the first thing you need to do before investing? Right, to do your own research: you need to look for the information about the company, when and who founded it, the company values, what other people say about it, etc.

Try to take this approach when you're shopping. Spend some time learning about the brand you’re buying from. It won’t take you long to do that, but it’s definitely worth that.

We created a short piece about how you can identify if a brand is truly sustainable. We hope this info will help you choose a genuinely green brand. 


3. Give yourself some time to decide

Do you really need this sweater or do you just want to have it? Identifying our needs and wants can significantly improve our shopping habits. So next time you feel crazy about buying another fashion item, just give yourself some time. Do some other stuff, and then, after a day or two you still feel like you need it, then buy.  

You'll be surprised how this simple trick will help you realize if you truly need to buy an item or if it is just a "want it now!" thing.


4. Think twice before throwing your clothes away.

Even if you don’t want to wear a dress or pair of jeans, there might be someone who would be happy to have it.

You can donate your clothes to your friend, family members, or to charity. Another option is to sell your items on second hand apps, for example, Vinted

In the end, you can put them in the textile recycling bin, then your old clothes can have a new life.


5. Watch your washing

Did you know that the way you wash your clothes can also increase or reduce your environmental footprint? The average household does almost 400 loads of laundry every year, consuming about 60,000 liters of water. Moreover, it takes a lot of energy to heat the washing water and run the drying cycle.

Simple things like washing at a lower temperature and turning clothes inside out will help you reduce energy consumption and increase wearability.

You can learn more about the laundry environmental impact and how you can reduce it at #WhatInMyWash. This is a campaign raising awareness and action on ocean microplastic pollution from microfibres that shed off clothing.


To sum things up

Here’s how you can fight the overconsumption of fast fashion items and reduce your environmental footprint along the way:

  • Buy less.
  • Do your research before you buy. Choose sustainable brands.
  • Buy what you need, not what you want.
  • Think twice before throwing your clothes away.
  • Watch how you wash your clothes.

We hope these little tips will help you be a conscious buyer! If you want to learn more about Kaia Mar and our genuine green fashion journey, head on to the About section. And make sure you check out our collection of cactus leather bags with interchangeable straps, we created them for you!
May 16, 2022

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