In the fall of 2019 year we decided to paint to a 110msq wall, on one of Stockholm’s busiest shopping streets, to reveal the message: FUCK FAST FASHION. There’s no denying our intention was to spark some controversy with that wall, but we didn’t just mindlessly stick our middle finger up at fast fashion. We felt it was time to speak frankly about the far reaching impacts that fast fashion industry and our hyper-consumption habits have on the environment and those working in the supply chain.
In 2018, 100 billion pieces of clothing were made from precious natural resources and delicate human labor. They contributed to over 10% of global green house gases. Today, 60% of that clothing is already discarded. Still, the industry would like us to believe, that we can shop ourselves out of the problem by buying “sustainable”, “green” or “conscious”. If we all stop and think, it’s pretty clear that the only real solution is to reduce production, resist over-consumption and opt for fewer, better-made and longer lasting items.
For making us feel left out, unless we buy in.
For making the price so low, when the true cost is so high.
For giving material satisfaction, at the expense of human compassion.
For exploiting impulse, when what we need is insight.
For luring us into wanting more, when we’d be better off with less.
For degrading garments to disposables, when they are so valuable.