Passion fashion

Passion fashion

Dress yourself sustainablyDoers doing this DoAction have pledged to save: 7222 kg CO2

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Passion fashion DoAction organic cotton T-shirt - The DoNation

Well dressed?

We all like to be seen to be wearing the right thing, whether we follow the style of 80’s chic or office geek. But do we know what we’re really wearing?

When you look a little deeper into the throwaway culture of ‘fast fashion’ that’s hit our streets, it’s clear that we’re bearing a lot more on our shoulders than just our latest shrug.

Western Europe alone buys 1/3 of the world’s clothes1, but we only make up 6% of the world population.


Climate change

Energy is used in every stage of clothes production, from farming the cotton to transporting the clothes to your wardrobe – with dying, cutting, sewing and packaging in between.


7Kg CO2 are released for every Kg of cotton produced2.

The clothing and textile industry in the UK generates over 3 million tonnes of CO2 a year1 – equivalent to 16 space shuttle flights a day for a whole year!


The textile industry uses huge amounts of water. It takes up to 2,720 litres of water to produce one cotton t-shirt3 – that's about the amount of water that an average person drinks over 3 years!

Increasing demand for virgin clothes caused by our ‘throwaway fashion’ culture has added pressure to the pressing issue of water scarcity. Intensive cotton farming in Kazakhstan has reduced the Aral Sea to one-tenth of its original volume in just a few decades4.


Wildlife and ecosystems don’t escape the adverse effects of the industry either; the synthetic fibre industry and the intensive use of pesticides and insecticides in cotton farming mean that toxic compounds find their way into the water systems.


Landfill space is in short supply, they’re filling up fast and none of us wants a new one on our doorstep. The advent of ‘fast fashion’ has seen a dramatic increase in the amount of clothes sent to landfill – each of us now throws around 30Kg of textiles in the bin each year – that’s the equivalent of 120 T-shirts.

Charities sell un-wearable clothes as stuffing and rags, so even if that t-shirt has faded, stained and ripped, it’s still got value.

Child labour and working conditions

We’ve all heard of sweatshops. You may not have seen one, but the chances are you’ve worn their produce. With stylishly embroidered tops costing as little as £6, there’s little chance of a fair wage being earned by all.

This has been the focus of campaigns for decades, and thankfully they’re beginning to pay off. But it’s pretty difficult for retailers to monitor a string of subcontractors and suppliers all around the world, so sadly the unfairness hasn’t been completely uncovered.


The average Brit spends £780 a year on clothes. By buying better-made, longer-lasting clothes you could save yourself a lot of money - even if it means spending a little more upfront.

And by shopping around in the charity shops and swapping clothes with friends, you could save even more!


1. Clothes swap: Find or host a Swishing party: invite your friends over and ask them to bring a lovely but unloved piece of clothing or two so that someone else can fall in love with it. Everyone goes home with a revived wardrobe and full wallets. Find out more here.

2. Charity shop: Take a gander around your local charity shop, you might just be in for a surprise. Check out where they are through this charity shop listing.

3. Buy to last: If you really can’t resist buying something new, make sure it’s made to last, and under fair working conditions. And if it’s cotton, make it organic cotton. Check out our friends over at People Tree, for example who create sustainable and ethical clothing. You can also see loads of top tips on how to love your clothes with the Love your Clothes campaign. 

Want to do this action? Head over to our list of Doers to find someone to pledge for.

Got other tips or great resources to share? Please email them over to us at


1 - Well Dressed?.pdf

2 - Berners-Lee, M (2010) How Bad Are Bananas?

3 - Water and Cotton - Environmental Justice Foundation

4 - Aral Sea Story - National Geographic