What is the cost of the garments we wear? Is it merely the number displayed on the price tag? Have you ever thought of what's really behind those digits? 

The documentary The True Cost gives a holistic view of all the implications to the supply chain. Focused on the current global model of fast fashion, were there are no longer 4 seasons per year but 52, The Real Cost reveals the ugly truth of the fast fashion industry: it's high price to human rights and to the environment.

Fashion is the second most polluting industry in the world after the oil industry and the second largest consumer of water. According to the World Resources Institute, we wear a piece of clothing for an average of 7 times before getting rid of it, which results in a 85% of textiles going into landfills each year. This is horrifying but there are even more disturbing facts; working conditions become secondary to getting the product at a low price. In developing countries were big brands relocate their manufacturing, minimum wage does not provide enough income to afford a basic needs. Safety at work is null which results in a very low life span and no dignity to these individuals.

It is true that some factories do comply with decent working conditions, but the majority do not as the law does not require it.

It is critical to understand that outsourcing production does not mean outsourcing the responsibility. Brands must be liable of all the processes involved in producing and selling the garment. The lack of regulation in developing countries must not represent an opportunity to the developed countries to skip social responsibility and benefit from it at all costs. 


Now... knowing this, what can I do about it?

Well, there are many ways in which you can buy better, perhaps by choosing:

  • Garments made from certified sustainable fabrics. Like ECONYL ®, a 100% regenerated nylon fiber crafted from rescuing waste, like fishing nets, carpet floring, and industrial plastic waste from landfills and oceans all around the world
  • Slow fashion brands with limited units available and fair trade standards
  • To buy from handcrafted brands 
  • Quality over Quantity. Clothing should not be disposable! It is better to invest in good quality, well-fitted items that you will be able to wear for a life time than squander in infinite amounts of cheap clothes. Hence, try to buy less but better
  • Give your (or someone else's) clothes a 2nd life! Buying and selling through fashion resale platforms is an amazing opportunity. Our favourite platforms are:
    • IN SZN - offers in-season items exclusively. IN SZN powers guilt-free newness for style conscious individuals
    • Vinted - offers low-mid fashion market garments and accessories to buy, sell or swap!

Also you can always donate! People in need will really appreciate it. 


Personally, we started 2 years ago this conscious consumption path and there is nothing we miss about our old habits. Likewise, professionally we decided to contribute to the fashion industry in a positive way by building this e-commerce. PIKINI is made up exclusively of ethical and sustainable swimwear brands that meet these ethical and eco-friendly standards: quality, limited editions, certified sustainable materials and a controlled and transparent value chain.

Buying from ethical brands is important because it is our responsibility as customers to step forward and contribute to a change in the industry and stop supporting malpractices. Purchasing is a moral act.

Be better to yourself, to others and to the planet (your home) by closing the fashion cycle. 

Leave a comment

Please note, comments must be approved before they are published