Less is more

Your Challenge

Fast fashion is so last season! Clothing that’s designed to be sold each season, often at low prices to help it sell quickly before the next designs are launched, has become the norm for decades. But with a real impact to the environment.

To help reduce this environmental impact, we can:

Shun the sales for three months (or more!) and keep wearing what we already own.
If you need to buy something, try shopping second-hand instead.
Source your clothes from sustainable suppliers.
Buy fewer items, but make sure they are higher quality so they will last longer.

Why you're doing this

Fast fashion is often produced from cheaper, low-quality materials such as synthetic fabrics derived from fossil fuels. It’s made by workers who are paid little, and often shipped across the world. The production and sale of fast fashion comes at a cost to our planet. As items are poor quality and fashion changes every season, it is often used only a few times then thrown away. When thrown away, clothing contributes to pollution from landfill, and can have a negative impact on developing countries when exported as waste.

How you'll make a difference

As a consumer, what you buy matters. Choosing slow fashion over fast helps to reduce throwaway culture and sends a message to fast fashion brands that this is unacceptable.

There are several options for shopping second-hand, including apps, charity shops, swap shops and websites. If you’d like to help raise funds for WWF while shopping second-hand (or by selling your clothing) you can use the website Thrift+ and choose WWF as the charity to receive your donations from sales of your old clothing.

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