Cure the fast fashion addiction


I want to start with asking you a question. If buying clothes would be an addiction; on a scale of 1 to 10, how much of an addict would you be?

During my research for this post, I came to realize that a lot of our behavior as consumers of fashion is relatively similar to the behavior of drug addicts. We are looking for instant and cheap gratification of our need for something ‘to look good in’, something new. This need pops up on an awfully high frequency. Enough is never enough. More is always better. When you want to cure a drug addict, what is it you do? Take away all the drugs, all the bad influences. Let them go cold turkey and make sure that afterwards, the ex-addict is only surrounded by positive influences, or can resist the bad influences on his own, or at least I think so. Would that work in fashion as well? Who has the responsibility to cure us fashion-addicts? With us, society, or within the fashion industry?

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