Fast fashion relies on mass production and mass consumption in order to survive. The fashion industry as a whole requires a lot of energy, water, and logistics to function in its current form, which means the days of current fast fashion will have to come to an end. People are catching on that disposable clothing isn’t good for the environment or for your bank account. To circumvent fast fashion consumers are turning to vintage stores for clothing and some new styles that come out of combining old fabrics into new styles.
Clothes come and go at the Basingstoke home of Sarah Fewell, too. In fact, so many parcels come and go that she knows her postman by his first name (Jay). Fewell has always loved cutting up old clothes, sticking on studs, even at 14 when most of her friends were into Hollister. But now she has turned her passion for preloved clothes into a sustainable version of fast fashion.
Fewell runs a shop called Identity Party on the website Depop, which since being established in 2011 has offered its 10 million users a blend of eBay-style trading with Instagram-style posting.Her brand is “a lot of 80s, 90s, quite bohemian, grungy”. She especially loves “selling things with animals on, a good old ugly jumper and anything by St Michael.”