Realigning our understanding of ‘normal’

We have to adapt to a new ‘normal’! Get it?

The Coronavirus pandemic has turned ‘normal’ life on its head. We’re going to have to get used to a new ‘normal’ in our daily lives. So too in our industry.

It’s hard to argue with Nicola Davies, writing for The Guardian, when she points out that the fashion industry needs to fundamentally change in order to mitigate the environmental impact of fast fashion. And since Tees fall into the fast fashion bracket, we need to pay attention. And now that we have weeks of downtime it would seem to be a golden opportunity to mull over some of these issues.

The almost world-wide Coronavirus lock-down has brought pollution into sharp focus. People are seeing the difference between the lack of pollution now and comparing it with when things were “normal”. It’s bound to ramp up the pressure on polluting industries; fashion is one of those industries. Fashion produces 10% of global carbon dioxide emissions and uses 1.5 trillion liters of water annually. We’re told that a single European textile-finishing company uses over 466 grams of chemicals per kilogram of textile. This cannot be sustained.

As the drive for slow fashion as the only sustainable future for our industry and the planet picks up steam, we’re going to have to figure out how to make Tees fit that revised model.

This is something to think about as we contemplate the new post-Coronavirus ‘normal’.