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26 August 2020

Fashion as a sustainable communications tool

Anyoko Gordon
Written by Anyoko Gordon Marketing Executive

Recently, sustainability has become a hot topic in the media and in academic circles, as consumers today are taking a closer look at the food they consume and the chemicals they put into their bodies. Consumers are now recognising the negative impact that the fashion industry has on the world. They are now shifting their purchasing decisions, creating a cleaner environment via the clothes they wear.

One of the biggest issues in the fashion industry is fast fashion, also known as clothes that are made cheaply to meet demands for the latest trends. However, fast fashion is putting our planet at risk, so as we celebrate sustainability month here at DRPG, we thought we’d give some tips on how to be a sustainable fashion communicator.

Clothing is a part of human expression. Through our clothing, we take our first steps in non-verbal communication to the world. Fashion’s role as a medium to humans is to not only keep us warm and protect us, but also to allow us to express ourselves, whether we realise it or not. Our fashion, our clothes and the way we dress, has the ability to portray an image of ourselves to someone. So, whether you choose to dress for function, durability or comfort, it is important to find pieces you can be proud to wear that still meet your sophisticated lifestyle when commitments call.


  1. Be more informed

Though it can be hard to know where to start when you are trying to be more sustainable, it is definitely much easier than before, as there are so many brands that operate with a sustainable focus in mind and are very transparent. Spend a little extra time researching brands that are purposely sustainable and trying not to negatively impact the environment; after a while, you’ll have a host of sustainable labels to choose from!

  1. Change your attitudes to shopping: start shopping consciously and try the 30 wears test!

Recently, Selfridges announced that it has teamed up with fashion rental platform Hurr Collective. While renting clothes may sound absurd to many people, this is an excellent eco-friendly way to keep your wardrobe updated. Considering that 300,000 tonnes of unwanted clothes are binned, not recycled, every year, this might just be a great step towards a more sustainable future.

However, if clothing hire is not your cup of tea, try to only buy items that you can rock all-year-round, such as leather jackets, blazers or a good pair of jeans - classic and timeless garments. In addition to this, why not give the 30 wears test a try? The 30 wears campaign was started by Livia Firth; the idea is that, when you’re clothes shopping and you pick up a garment, ask yourself “Will I wear it a minimum of 30 times?”. If the answer is yes, then buy it, if not then leave it. You’ll be surprised how many times you end up saying no!

Avoiding garments that you know you’re only going to wear once and investing in garments that you can wear over and over again helps with getting out of the habit of seeing clothes as a disposable commodity. Pick more versatile pieces that can be styled in different ways, rather than that one item you know is going to fall out of fashion in no time.

  1. Recycle, upcycle, and donate your unwanted clothes

Every piece of clothing we have has gone through a complex manufacturing process using high amounts of water, electricity and other energy sources. By recycling and reusing clothes, this means you are helping save our earth. Recycling clothes saves energy by reducing or eliminating the need to make materials from scratch. Donating your unwanted clothes to a good cause will help others to be more sustainable; with those who will invest in your old pieces, rather than buying something new. Perhaps try the one-in, one-out policy. Every time you buy something, donate something else in your wardrobe. Vintage clothing also plays a huge role in making fashion more sustainable and reducing the global footprint. But, if you have a hard time giving up your clothes, why not try upcycling and repurposing your clothing?


While ethical fashion will not solve all our problems, it is a small step in the right direction that you can easily take. It is a way of making your personal brand and your own form of communication more sustainable and climate friendly. Small steps and changes in attitude, even on a personal level, will help us work together to make the communications industry more sustainable overall.

Like what you see? Let’s work together!

Give us a call on:  0844 682 5989  or email us today on:  anythingspossible@drpgroup.com

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