Every day I meet people undertaking a digital detox, reducing their meat intake and adding vigour to their attempts to consume less packaging and spend more time in and amongst nature. They consciously select organic, free range and locally sourced produce. As for ourselves, Zoe and I are often found discussing the steps we can take to reduce our wasteful and consumerist patterns of behaviour and give future generations a shot at enjoying this unique and beautiful planet. So is the message finally getting through?
An inability to equate short term pleasure with long term unhappiness has been a defining characteristic of much of my life. If there is some form of immediate high to be had from an activity – an extra chocolate biscuit, another pair of skinny jeans identical to the last, just one more shot of tequila or the late night text to the good-looking guy with the emotional capacity of a gnat – I just can’t resist. From discussing this with friends, I’m confident I’m not the only one who suffers this affliction: a seemingly universal need for an immediate hit to drown out the endless stream of thought in our overactive minds.
One of the pleasures of getting a little older, once you have accepted the fine lines and thread veins, is a realisation that denial of immediate satisfaction equates a happier existence in general. Learning to walk away from an argument, for example; the impulsive need to win offset by the knowledge that the process may create more problems than it solves and instead leave a simmering feeling of self-loathing.
This late onset consciousness extends to an awareness of our impact on the surrounding environment, particularly in terms of our consumption and waste. Apparently it takes around 1,800 gallons of water to grow enough cotton to produce just one pair of regular blue jeans. Have you ever walked into Zara and tried to sift through the mounds of jeans for your size? And that’s just on one bench, in one store, in one city. Yet lack of access to clean water in much of the developing world is one of the greatest sustainers of poverty.
The irony of an environmental consciousness juxtaposed with a business model built on encouraging people to buy more isn’t lost on us and spends a disproportionate amount of time on our minds. HøFSisters’ mantra is cost-per-wear and our underlying belief lies in shopping less often for higher quality garments in order to build a lean, hardworking wardrobe. Let’s all do our bit by shopping intelligently with an awareness of sustainability, ethics and waste. Because we must cease relentlessly and without mercy destroying the one thing that sustains us.
You can read about ethical fashion brands at our recent blog post here.