5 Reasons Why Alternative Fashion IS Sustainable

A demonstration of the average kawaii outfit with many sustainable traits.

Alternative fashion is amazing and by its very nature, more sustainable than fast fashion. It’s far from perfect and we as a community have plenty of room for improvement, but I am of the firm belief that any step in the right direction deserves to be celebrated. Knowing what we already do well can be just as helpful as knowing where we fall short when we’re trying to be sustainable, hence why I’ve decided to start this blogpost trilogy about alternative fashion and sustainability on a positive note.

If you are unfamiliar with sustainable fashion, I suggest you check out this TED Talk by Edda Hamar for a very brief introduction.

Disclaimer: There are few reliable resources that discuss the relationship between sustainability and alternative fashion. Most of the information provided either pertains to the general fashion industry or are observations I have made about the community. I encourage you to read this article critically and provide any feedback you might have.

1. We support small businesses and local artists.

Small brands and businesses define our styles and communities. While we’ll often have flagship brands like Angelic Pretty, %6DOKIDOKI, and Milklim that helped shape the aesthetic of certain subcultures, we’re also familiar with the small businesses of our local communities. Supporting local artists is a great way to get to know the local alternative and/or indie fashion scene, and we’re always searching for goods at markets or on Etsy. If you purchase handmade goods directly from the crafter or someone who is close to them, you can be sure that in at least the final stage of the supply chain, the items were made ethically for a fair price. You’ll be giving your money to a real person or people who care about the products they make, as opposed to a giant corporation using sweatshop labour.

2. We buy and sell secondhand.

This is definitely one of the most sustainable aspects of our community. Buying and selling secondhand is a great way to prevent clothes from going to landfill, as well as reduce the need to manufacture new clothes. There are two reasons why the second-hand market is so big in the alternative fashion community. One is that even after a brand stops selling an item, there’s often still a demand for it, making it easy to pass said item onto a new owner. There are also more affordable alternatives to the coveted ISO, both online and in vintage stores and op shops. We see thrifting as a fashionable and affordable option for beginners and veterans alike, which is why we should continue to encourage it.

3. We like to DIY.

Kawaii fashionistas are a crafty bunch, known for making for their own wardrobes, cosplays, or businesses. Making your own clothes or accessories means that not only will you appreciate the item more, it ensures that it wasn’t made by a mistreated worker hidden from view in a sweatshop. There’s also great potential to recycle old clothes, accessories, and/or other materials. While the supply chain, environmental impact, and the waste from the materials you use is most likely far from ideal, hand-making your own clothing and accessories is still a great alternative to products made in a sweatshop.

4. We aren’t strict about trends.

As kawaii fashionistas, we aren’t afraid to stand out. As a result, we don’t follow mainstream trends for the sake of fitting or being “in style" like so many others do. While we still take inspiration from influencers within our community, plenty of us couldn’t care less what un/holy creation strutted down the runway during fashion week. According to the Huffington post, fast fashion companies have about 52 micro seasons. That means there are new trends coming out every week to make consumers feel out of style. In the kawaii fashion community, we have our own trends, but I think we only participate if we like them, and if we don’t, that doesn’t mean we’re out of style. There are still OTT sweet lolitas about even though the overall trend is moving towards classic, and that doesn’t make them any less fashionable, does it?

5. We don’t buy as much fast fashion.

Fast fashion generally doesn’t fit our aesthetic all that much, hence why we tend to ignore it. When I gave up fast fashion, realised I wasn’t missing much. As discussed above, we have so many alternatives to fast fashion that we enjoy, and we’re willing to work or search a little harder to curate the wardrobe we want. By not supporting fast fashion, or at least shopping fast fashion less, and instead opting for small businesses and secondhand options, you’re not supporting the unethical and unsustainable practices of fast fashion companies as much as other consumers do.

While this list might have made your heart swell with pride, please remember that we have a long way to go as a community. Next week I’m going to break down what I believe to be some of the most unsustainable aspects of the alternative fashion community, from our excessive materialism to the lack of transparency from brands in our circle.

Edit: '6 Reasons Why Alternative Fashion is NOT Sustainable' and '7 Ways Alternative Fashion Can be MORE Sustainable' are now available.

If you want to learn more about sustainable and alternative fashion or you want to connect with other people who are passionate about it, you should join the Alternative Fashion Lovers For Sustainability Facebook group. You'll find resources, recommended brands, advice, and meaningful discussion about alternative fashion in relation to minimalism, consumerism, ethical manufacturing, eco-friendly fashion, and other important topics. We welcome beginners and veterans of sustainable fashion alike.

Enjoyed this article? You might also like ’15 Cheap and Sustainable Gift Ideas for the Kawaii Person in Your Life’.

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Question of the Week: Which of the points in this list applies to you and why? Let me know in the comments below or on social media.