by Rachel Davies November 28, 2016
Last Friday we saw one of the worst experience of consumerism. "Black Friday" what is this all about? Getting people fighting over large TV screens? Ok, this might have only taken place in the US, but Oxford Street in London, packed with people shopping like there was no tomorrow!
Is this the latest idea marketers have found to have us opening our wallets without thinking? Does it show to which extend our life is driven by the stuff we acquire? Are we defined by what we own?
Reaching an age where I take everything with much more philosophy, I have stopped defining myself by what I own. I live in London and don't own a car; I am not in the constant craze either for the latest IT bag (does this still exist?) or the new season coat. Rather than buying, following the most recent fashion diktat, or through the impulse created, by smart marketing, we can have a say in the way we want to shop.
Preferring to buy less, investing in a beautiful quality coat and keeping it for more than one season. Once we change our mind, it would still be suitable to make a profit for the charity shop or the fibres recycled once completely worn out. If everything made out of natural fibres is more expensive, it is also easier to recycle and not just made, to end up in a landfill.
The way we are encouraged to shop for is still based on the fact that shops have to sell volumes, with a fast flow of constant new fashion stock to keep us buyer's on the buying carrousel. Do you ever wonder what's happening to all these clothes in the shops? I do, and I can't face the fact that they might end up somewhere dumped in African soil.
Rather than buy, buy, buy like a headless chicken, if we stop a minute and think about the life of the piece of clothing we want to acquire. What material has it been made of? Who made it, how was it made, not only would we shop in a more thoughtful and with deeper meaning but also make the conscious choice of not just being told to buy for the sake of buying. Choosing ethical and thinking about recycling might be one of them. Giving back to the workers and the communities is another one.
Buying ethically is often seen as being expensive, rather than thinking expensive what if we believe buying less, is more? What do you say? Have you moved to buying ethical, has your way of shopping evolved and if yes why? I would love to hear your thoughts.
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by Rachel Davies July 24, 2017
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