From consuming to enjoying

With two clearly defined seasons and several resort collections, it is not surprising that a major couture house can produce at least 12 collections a year. The figure rises scandalously when we think of other fashion systems such as ready-to-wear or fast fashion... But as the great genius Paco Rabanne said, "Fashion is not a game or a couturier's will; it is a moment of civilization" and we live in a very accelerated one.

This overconsumption and the associated need to get rid of garments and accessories that we no longer want in order to make space in our closets, has become a global challenge in order to avoid the negative impacts it generates (such as, for example, shortage of drinking water, loss of soil or large amounts of waste).

Although the challenge is enormous, and the solution to some issues is very complex, circular economy has been introduced as a good opportunity to transform the current fashion system of make - use - dispose into a circular one in which raw materials are recover at the end of the life of our products, while making better use of the virgin resources necessary in their production.

In this system, recycling is presented as a good ally to recover products when the user no longer wants them; Although recycling must be considered one option among several and not the perfect solution to this situation, since it can lead to the appearance of other issues such as increased energy use or the quality of the fibers that are recycled.

If we try to approach the challenge from the perspective of the amount of resources we use, options multiply and the role of all of us, users in this system, becomes central. This is when we talk about new consumption models, because who said that the only way to enjoy fashion is by buying it? Today more than ever, alternatives based on collaboration and the creation of communities give us the solution to this challenge.

Here you have some tips that you can follow this summer to exercise your right to a more responsible consumption:


Most fashion purchases are made out of an emotional impulse, and this is how many stories of garments begin that, years later, continue in our locker with the tag on it. To avoid this happening to you, think before buying the product how much you are going to wear it, if there is already another similar in your closet that does the same function, and if it really is what you were looking for or wanted.


Especially on those occasions when you need a unique look for a special occasion, such as a wedding or celebration. Although also for your day to day, through the rental of unique garments that will bring novelty, identity and freshness to the basics of your wardrobe.


It is a good opportunity to air out those garments that often remain in closets for special reasons, but we cannot find the time to wear. Lend your wardrobe and borrow your friend's!


Either online, in flea markets or in vintage stores, the second hand allows you to recirculate those garments that are still in perfect condition and find very special and even unique pieces.


And if you decide to choose a new product, take the opportunity to support a new project, a small brand, that is working to change the way of making fashion, to reduce all its impacts and make this industry a better industry.

And if you want to learn a little more about how to know which brands are more sustainable, this article from our ETHOS makes it easy for you: find out what sustainable certifications exist and what to look for in a brand to make better consumption possible.

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From consuming to enjoying