Sustainable shopping at MANGO
Molly Waring-Moore • November 22, 2017
MANGO has a committed fashion line. But why is it just a line?
We discovered Mango’s committed fashion line today. We've spent a lot of time researching ethical and sustainable fashion and found that there wasn’t a lot available on the high street and what was available just wasn’t being marketed. And with this, we'd never discovered the MANGO line.
Pump out eco slogan tees and call it a day
ASOS have a green section and H&M have their conscious line, but asides from adding a special label and a section to the site, it’s really not being pushed. MANGO have tackled it a little differently - they haven’t just pumped out eco slogan tees and called it a day, it’s a beautifully designed collection. The fabric, the structures, the shapes and textures are so thoughtfully designed that it stands to make a real statement about ethical fashion. It CAN be fashionable and affordable.
Not all of the clothing is vegan, but there are a lot of cotton options. These must also be treated as investment pieces. It might be much more than you’d typically spend on an item but these are high-quality items that should last. And as we're learning, there really are no ethical shortcuts in the fashion industry.
The question we have about this line, and all of the other brands with eco lines, is why just a line? If you’ve recognised that there’s a problem, why not improve the whole brand?
Breaking a habit
On the one hand, people might not be ready for a sudden shift. It inevitably means higher prices as there are better ethics behind production and materials and so it might alienate a lot of customers. Bringing in a line helps to slowly introduce people to it as the interest in ethical fashion grows. But why is it not being marketed?
Perhaps it’s just there to fill a manifesto. A token gesture to show they’re doing their bit and then can continue with the real business driver – cheap clothes.
Is fast fashion too big?
Has fast fashion become too big for brands to convert customers into buying less? If they entice their customers to buy from their conscious lines they’re going to sell less product as our habits change. Making clothing that is really trendy means that customers are less likely to invest if they think it’ll go out of fashion.
Fast fashion isn’t something that will be stopped overnight and it’s something that so many people play a part in. The designers, the retailers and the consumers all affect the cycle. We’re all guilty of getting caught up in trends but it’s important to remember that you just have to do the best that you can. If you only want to buy 100% ethical & sustainable clothing but right now the state of the fashion industry means that it’s too expensive, don’t beat yourself up if have to buy from the high street. You can always check for second hand items on Ebay, Depop, charity and vintage shops for alternatives in the meantime.
“Become an active citizen through your wardrobe.”
Until things change, conscious lines like Mango’s committed line at least give consumers another option. You don’t have to stay in the same purchasing cycle if you can afford not to. The more that brands provide options for people, the more people are able to change their habits and eventually it’ll affect the rest of the fashion loop.