What if I told you that the world wastes up to 92 million tons of clothing waste every year?! This means every single second the equivalent of 1 garbage truck of clothing is thrown away (Maiti, 2024). Well what even is fast fashion? Fast fashion is affordable clothing being quickly produced by mass-market retailers to create and follow new fashion trends. These trends are easy to follow as we are exposed to targeted marketing strategies. Without understanding the implications it’s easy to click buy on the next Instagram ad on your feed.

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The fashion industry is so reliant on trends and what’s new but this cycle requires an ever-changing wardrobe so the question is, what happens to last week’s biggest clothing trend? The fast fashion model relies on rapid production of new styles and huge variety of colours and designs which feeds consumerism and trend-driven fashion choices.

So, why did I create another brand in the fashion industry? Why is Lime different and who do I partner with to create my pieces and each new drop of products in my store?

 

On a personal level, I try to live my life with the least negative impact possible on the environment and particularly the ocean, which I love. Having swum with and enjoyed so much of the marine environment in many places around the world, the last thing I would want to do is to contribute to its damage.

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Picture swimming in pristine, clear water on a perfect, tropical day and as you’re swimming along, you feel something brush your leg and find a discarded tshirt which is floating along next to you. I have experienced swimming through rubbish, particularly overseas in Indonesia and Africa and I would not like to see that happening to WA beaches so I’ll do what I can to ensure I don’t contribute to the problem. I believe that by creating pieces which are long-lasting, not high fashion but understated, interesting and unique, my customers will value Lime pieces, and they can have a long-lasting place in anyone’s wardrobe.

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My designs are sold on a short-run basis where I produce only what I will sell so there is little to no wastage.  As an online only brand, I don’t have the pressures of shop stock quantities which allows me to ensure quality pieces. Each design is carefully thought out to aim for long lasting print processes to make sure that each piece retains its design quality for a long time and many wears.  The products I use and the suppliers I partner with have been well researched around their corporate social responsibility and manufacturing processes to ensure minimal manufacturing wastage and ethical employment methods.

By choosing Lime, a small, owner-run brand driven by a personal and ethical commitment to doing things right not just chasing profits you’re making a positive impact. You’re helping to protect our beautiful natural environment and combat global fashion waste.

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References: 

Maiti, R. (2024). Fast Fashion and Its Environmental Impact. [online] Earth.org. Available at: https://earth.org/fast-fashions-detrimental-effect-on-the-environment/.