If you're anything like us, your newsfeed is filled with the latest fashion trends, celebrity styles, and all the must-have items for the season. You've likely noticed the words 'sustainable fashion' and 'circular economy' used by everyone from small boutiques and independent designers to major fashion houses and retailers. Still, few of us actually know what these terms mean or why they matter.

The reality is that as consumers are becoming more aware of the impact their clothing choices have on the planet and its people, they're looking for ways to shop more responsibly, and demand is growing for sustainable fashion options. Searches for the term 'sustainable brand' increased by a whopping 614% in 2022, followed by searches for 'circular fashion,' which skyrocketed by 100%, and 'vintage fashion,' which went up by 22%.

Mounting pressure from consumers and environmental organizations has pushed the fashion industry to rethink how they do business. As a result, a growing number of fashion brands are beginning to embrace more sustainable practices. From using recycled materials to adopting new technologies that reduce water and energy consumption, these brands are leading the way in a more sustainable future for fashion.

One segment that is particularly well-suited to sustainable fashion is indie clothing. Indie fashion brands have always championed a DIY aesthetic, which lends itself well to sustainable practices. Indie fashion boutiques tend to be smaller and more agile than their larger counterparts, so they can respond quickly to changing needs. They're also often run by passionate founders who are personally invested in ensuring that their products are created ethically and sustainably - the perfect recipe for success in the move towards an area of conscious clothing.

While there has been a notable shift toward finding alternatives to fast fashion, much work still needs to be done. 85% of all textiles still get discarded annually, and 57% of these items end up in landfills. Some garments are estimated to be thrown out after only 7 to 10 wears, which has a devastating environmental impact. Fortunately, much of the power to make a meaningful change in the industry sits squarely in the hands of consumers. The reality is that consumers are in a powerful position to influence the industry. By shopping with mindful brands that embrace circular fashion principles, they can vote with their dollars and drive the demand for a more sustainable fashion industry.

Emphasizing quality and sustainability over quantity, indie fashion brands are helping to pave the way for a more conscious future for fashion. In this article, we'll explain how the indie aesthetic is leading the way in sustainable style and how you can make more conscious choices when building an evergreen wardrobe!

Enter the Challenge: Fast Fashion

Where it All Began

Lit Hub's Sofi Thanhauser explains that the mass manufacturing of clothing began in the late nineteenth century with the advent of standard sizing during the Civil War, where clothing was made for conscripts according to generic sizes. In the 1860s, these standard sizes were made available to the public, and factories that were initially producing clothing for the military began to move towards mass production for the general population. By the 1880s, women's "ready-to-wear" clothing was being produced en masse. Before it was realized that clothing could be made without the help of a tailor and exacting measurements, most people had their clothes custom-made by local tailors, or clothing was homemade. Thanhauser references a report from 1811 that reads, "two-thirds of all garments worn by inhabitants of the United States" were made at home. Balletory's Dolores Monet explains that prior to this time, before the industrial revolution, "Raw materials such as wool, flax, and cotton needed to be spun by hand into yarn or thread. Weavers created fabrics at home or in small workshops on looms", and clothing items were handmade individually.

This new process didn't just lead to a rapid increase in the availability of clothing; it also affected the quality of clothing being produced. By the early 1900s, mass-produced clothing was available in department stores across the US, and by the late 1920s, manufacturers had understood that using less material for women's dresses would lead to higher profits. Styles were simplified, and dresses became lighter and less expensive. A new era of consumerism was born when mass-produced clothing became a way to assimilate immigrants into American society. Wearing the same type of clothing as everyone else became a way to demonstrate one's capacity for being an American, and Thanhauser makes a good argument for consumerist culture during this time being a direct response to a looming threat of communism.

Monet speaks about the effect that large mills and factories had on workers, describing 12-hour work days and child labor with little to no pay and abusive working environments. The 20th century saw a call for the unionization of mill workers, and the infamous 1911 Triangle Shirtwaist Factory Fire, which claimed the lives of 146 workers, was a pivotal moment in the labor movement, as it highlighted the need for workplace safety reform and labor rights. The expansion of the middle class throughout the 20th century resulted in increased buying power, and a culture of consumerism boomed. Marketing tactics were used to influence buying habits, and the seeds of fast fashion planted in the 1800s were now emerging as budding new retail strategies, which were only amplified and taken to new heights in the 21st century.

Where We Are Now

Ready-to-wear fashion has been around for a long time, but the idea that clothing is temporary and disposable is a more recent concept, and it's this idea, in particular, that is at the heart of what the 21st-century fashion industry has become. With lower costs, faster production times, and a continuous stream of new styles, what we now know as fast fashion has reached a much larger audience than ever before. The cost of these garments is often cheaper than the materials used to make them, leading to a dramatic increase in the amount of clothing produced, bought, and quickly discarded due to its low quality or 'of the moment' nature.

The global fashion industry is currently valued at $1.7 trillion, and the American fashion industry holds a $369.39 billion slice of the pie. It is said that, in 2019, the US purchased 17 billion apparel units, with worldwide numbers for clothing production having doubled between 2000 and 2015. During the same time, the number of times a garment was worn before being discarded decreased by 36%, which means that the global fashion industry is creating more waste than ever. Global fiber production has nearly doubled in the last two decades going from 58 million tonnes in 2000 to 109 million tonnes in 2020 – of this, 62% is synthetic fibers.

You might not know what to do with these facts and figures - which is one of the major obstacles to addressing the global fashion crisis - the numbers are simply overwhelming. But they give us some insight into the sheer volume of production and waste the industry is responsible for. What might be more concrete than numbers, however, is understanding the effects that fast fashion waste has on the environment and our health.

The fast fashion industry has contributed to numerous environmental crises, from the pollution of water systems and landfills to the depletion of resources and climate change. Using synthetic materials such as polyester, acrylic, and nylon has led to the release of microplastics (plastic particles) into the air and water, where humans and animals can inhale them. These materials are also non-biodegradable, meaning they can remain in the environment for centuries. Even natural materials such as cotton are not immune to environmental damage, with water usage and synthetic fertilizers leading to resource depletion and pollution.

The International Union for Conservation of Nature (IUCN)’s interview on the relationship between biodiversity and the fashion industry reveals that the fashion industry relies heavily on raw materials such as cotton and wood pulp to produce clothing and accessories. The loss of biodiversity impacts everything from the availability of resources to the health of ecosystems. Currently, over 35% of microplastics released into the world's oceans come from synthetic textiles, and 10% of the global carbon emissions are attributed to the apparel industry, which is more than the shipping and aviation industries combined.

The human cost of fast fashion is also becoming increasingly apparent. Disposable fashion has led to a rise in low-wage and unethical labor practices and worker exploitation. Fast fashion brands have been known to use sweatshops to maximize profits, leaving workers in low-income countries exposed to dangerous working conditions and materials.

Today, we find ourselves on the edge of a fashion revolution. We have a unique opportunity to reshape the industry and create positive change, which is where the concept of circular fashion comes in!

What is Circular Fashion?

In short, the circular economy is an alternative to the traditional linear economy, where resources are used, discarded, and replaced. By adopting a circular system, we can reduce waste and promote sustainability in fashion with an industry that works in harmony with the environment.

The simplest way to think of it is a closed-loop system, where materials are reused, repaired, and recycled. This means that resources don't have to be continually extracted from the environment (and therefore do not contribute to the destruction of ecosystems), and products last longer, reducing waste. An article by MOTIF lists Green Strategy's fundamental principles to promote a more sustainable fashion industry. Among the 16 points are designing with purpose, longevity, efficiency, and good ethics at the forefront. The guidelines also include suggestions for consumers, such as caring for clothing properly to increase their lifespan and buying with an emphasis on quality over quantity to minimize waste.

At its core, sustainable fashion is an approach to fashion that takes into account the complete life cycle of a garment from production to consumption to disposal and considers the entire value chain from raw material producers and apparel manufacturers to retailers and even the media. Every action in the cycle should be made with longevity, efficiency, and ethical practices in mind. Sustainable fashion choices create a positive ripple effect, with each person making small changes that contribute to an overall shift in the industry.

The Fashion Industry Charter for Climate Action outlines the commitment of fashion brands to reducing their climate impact. This includes taking steps such as using regenerative fibers, switching from single-use plastic packaging to fully recyclable materials, and using renewable energy sources. The implementation of sustainable practices lies both in the hands of the industry and consumers, calling on us to start making more considered decisions about where we shop, what we buy, and how we care for our clothing.

Practical Applications of Sustainable Fashion

There are many ways that manufacturers and consumers can get involved in the sustainable fashion revolution.

Materials

One of the biggest challenges facing sustainable clothing brands is sourcing materials. Many companies are now turning to regenerative fibers and fabrics made from organic, sustainable materials such as hemp, bamboo, or recycled plastic bottles. Renewable materials are a great way to reduce our reliance on petroleum-based products and help preserve natural resources.

Upcycling

Upcycling is a great way to reduce waste and give old clothes a new life. This can be as simple as mending or altering existing garments or getting creative and transforming them into something entirely new. Shopping for gently used items instead of brand new clothing is also an excellent way to save money. Vintage finds not only reduce waste but also allow customers to purchase one-of-a-kind pieces that stand out from the crowd.

Quality over Quantity

Investing in high-quality pieces that are constructed to last longer and age well is key for sustainable fashion. Choosing versatile pieces that can be worn in many ways allows you to have a smaller wardrobe that provides limitless potential in terms of outfit styles. Caring for your clothes properly by washing them in cold water and air drying them whenever possible is also an important step in making them last longer.

Ethical Practices

When shopping for clothing, it's essential to take the time to research the company and make sure its production practices align with your values. Supporting sustainable clothing brands that are transparent about their processes and strive to minimize their environmental footprint is key to creating a healthier future.

Indie Values that Champion Sustainable Fashion

Embracing fast fashion alternatives doesn't mean compromising on style and remaining at the forefront of industry trends. On the contrary, there are countless ways that you can enjoy the latest trends without participating in the cycle of disposable clothing. Indie fashion is particularly well-suited to pioneering the way forward for sustainability as its core values emphasize creativity and individuality over low prices and cheap labor.

The indie aesthetic encourages people to shop thoughtfully, invest in quality pieces, and be mindful of their choices. It's not just about finding sustainable alternatives to fast fashion; it's also about championing ethical practices, supporting small businesses and local designers, and ensuring fair wages for the people making our clothing. Indie style clothes promote durability, not disposability. This translates into clothing that can be worn repeatedly without going out of style. Because indie outfits are viewed as an outlet for self-expression, the pieces become unique and timeless works of art rather than quickly outdated trends.

Indie Clothing Characteristics that Make For Less Waste

Several characteristics make indie fashion an ideal choice for sustainable style. With an emphasis on experimentation and creativity, indie fashion is about making a statement and standing out from the crowd, so finding the inspiration for new indie outfit ideas is rarely a problem.

Vintage Inspiration

Dresses, such as our Drunken Berry Silk Velvet Dress have a vintage inspired look

Vintage-inspired pieces that are meticulously handmade and often limited edition items make for fewer garments being produced and less waste. Indie vintage clothing pieces are designed to last, so you can be sure that your clothing will remain stylish for years instead of being tossed aside in a few months. Adding vintage-inspired accessories to your indie outfit can also elevate and differentiate any indie look, allowing you to wear the same piece in a myriad of different ways. Wild Gardenia's I've Got My Eye on You Brooch is an excellent example of a vintage-inspired indie accessory that adds a touch of old-world glamour to any outfit, giving you a dynamic new look without having to overhaul your wardrobe. The Double Sided Silk Scarf of Night Imagination is another vintage-inspired piece that can take your existing wardrobe up a notch with one of our most versatile indie accessories. With the ability to wear this hand-illustrated silk stunner as a scarf, headband, or belt, you can get more mileage out of your wardrobe with one piece. Indie style is, by nature, accessory heavy, which means that you can layer indie accessories, such as our Cuban Choker and The Panther Necklace, to create unique indie looks or pop on a pair of bold, bright earrings like The XL Bright Pink Floral Earrings that transform any clothes you have in your wardrobe into a memorable indie outfit.

Mix and Match Aesthetic

The Dot Sweater is paired with the Dot Dot Goose Dress from our shop. You can wear each of these pieces separately or combine them with other pieces as well!

Because indie fashion is centered around self-expression, wearers are free to mix and match various pieces to create their unique style. This encourages creativity and allows you to craft your own story with every indie outfit you put together. Once you embrace the indie aesthetic, you'll quickly start noticing that pieces you once thought were simply unwearable are now your statement items. Mixing prints, textures, and colors is essential to creating your individual look and will help you create endless indie outfits with the same items. Pairing a statement sweater like The Dot Sweater with another patterned piece like The Dot Dot Goose Dress might seem counterintuitive to those who have always played by the unspoken "rules," but it's precisely this kind of rule-breaking that makes indie fashion so exciting. Pull out that striped blouse you haven't worn for years and pair it with the Mrs. Robinson Retro Pant for an unexpected but totally on-trend indie look.

One-of-a-kind or Statement Pieces

The Panther necklace, available in black and orange, is the perfect example of a statement piece that pairs well with pretty much anything!

That silk skirt sitting in the back of your closet just became your go-to statement piece. Indie fashion loves statement pieces because they help you to create your personal style. Investing in one-of-a-kind pieces that you love and wearing them with items already in your wardrobe allows you to focus on building a timeless, sustainable wardrobe without the need for fast fashion trends. The Cheetah Skirt is a perfect example of a statement piece that will quickly become the centerpiece of any outfit. With its eye-catching cheetah pattern, soft satin fabric, and high-waisted, size-inclusive fit, there's nothing you can't pair with this beauty. Another one of our favorites is The Rusalka Opera Coat - an ethically made statement piece that effortlessly takes you from day to night with two versatile indie looks. Throw it over a simple dress or pair it with jeans and a tee for an effortless daytime indie outfit or wear it over your go-to LBD to rejuvenate an oldie but a goodie.

On-trend Yet Timeless Silhouettes

Our Retro Smocked Pants are the perfect example of a classic and timeless silhouette.

Indie fashion is all about bringing timeless pieces into the here and now. Investing in indie style clothing with classic silhouettes and modern details is key to creating an evergreen indie wardrobe. Choose on-trend silhouettes like the oversized Comfy Cozy Sweater, high-waisted Retro Smocked Pants, or sculpted Flower Blazer that will always have a place in indie fashion and continue to rise to the forefront of the global fashion landscape as classic pieces. The Siren Top is an on-trend silhouette that borrows from classic design elements such as the peplum collar and fitted cuffs. This timeless piece looks just as good with jeans and sneakers as it does with a formal skirt, making it a fabulous addition to any indie wardrobe and a great way to make sure that the pieces you're investing in can be worn in many different ways throughout the seasons.

Level Up Your Closet with Conscious Clothing Choices

Circular fashion encourages us to think about sustainable clothing choices as we curate our wardrobes and develop our personal style. When we buy clothes that will last longer and can be worn in multiple ways, we're more likely to take care of them and think twice before discarding them. This helps break the cycle of consumerism that contributes to textile waste and alleviates some of the damaging effects of fast fashion on our environment. Of course, there must be reform within the industry itself to truly make a lasting impact on the planet, but we can all take small steps by actively supporting conscious clothing brands and small businesses that empower consumers to make better choices.

As an indie fashion boutique on a mission to make a positive impact in the fashion industry, Wild Gardenia Boutique makes a concerted effort to support women-owned and ethical indie clothing brands. The More Love Dress is an ethically-made piece by woman-owned brand, JulyLiebe, and The Pinkie No Brainer Dress, The Zebra Dress, and The Adelaide Dress are all by ethical brand, Mata Traders. The Rusalka Opera Coat and its yellow counterpart, The Pagliacci Yellow Opera Coat, are both ethically made pieces, along with The Siren Top and The Siren Dress by ethical brand, Saint Geraldine. We're also proud to offer a range of handmade indie clothing, ethically made in Ukraine, including The Gold Fern Blouse, The Roksolana Blue Dress, and The Courage Blouse - a portion of the proceeds of these pieces goes towards supporting the Ukrainian Army.

Ultimately, when it comes to creating a wardrobe that feels uniquely yours, ethical fashion and considered choices that reflect your values should be at the heart of it all. Making conscious clothing choices is an opportunity to make your wardrobe more sustainable and level up your closet in a way that you can be proud of and will save you your hard-earned cash in the long run.

Go ahead and make your mark on the fashion industry by supporting indie brands that put sustainability and ethical practices first. Browse our range of indie clothing for the latest in indie fashion, and shop our indie accessories for the perfect finishing touches to your indie ensemble.