Degrowth: The Future Fashion Could Choose

For the diverse movement of people calling for degrowth, the motivation is simple: rich countries must balance their economies with planetary boundaries.

It’s a necessary tactic for progress, when, according to Good On You, only 6% of large brands have a science-based greenhouse gas emissions target.

Degrowth ideas sometimes go by other names, too. “Post-growth”, “Altgrowth”, “Donut Economics”, “the Wellbeing Economy”—there are a constellation of terms and intersectional approaches, which could be why this topic is so vulnerable to its language being co-opted.

At its core, the ideas behind degrowth call for new strategies: degrowth is a framework that’s about transformation. It builds on the work of ecological and anti-colonial theorists. In this way, the concept of degrowth is closely linked with climate justice, Indigenous rights, and reparations for fashion’s extractive and neo-colonial production mod... See more

How do you solve a problem like fashion? The industry is only getting bigger and its sustainability performance is not catching up with the pace of growth. Set to a backdrop this stark, it’s no surprise that an emerging number of super-engaged, eco-critical academics, activists, designers, and advocates are turning towards the ultimate alternative:... See more

An invigorating mass of small and independent brands, which aren’t constrained by public ownership, are rejecting corporate operations in favour of slower, localised, and intentional fashion production. They’re reconfiguring what is meant by the word “success” as they go. There’s so much creative potential when the pressure to exponentially expand ... See more

In 2021, the British Fashion Council’s Institute of Positive Fashion addressed the impact of the fashion industry. Their top key target outcome? Reduce the volume of new physical clothing.

In addition, the language of degrowth is subject to interpretation and not always that accessible. When we hear the word “growth”, many of us have been conditioned to immediately associate it with goodness. That poses messaging challenges for the degrowth movement, as we make the case for moving to economic models that respect planetary boundaries.

Some of the tangible, interdisciplinary actions that take place in degrowth strategies include economic modelling, civic scenario planning, environmental justice lobbying, teaching and communications, care work, industry-level systems design, grassroots activism and so much more—all contributing to and occurring under new policy conditions.

After all, degrowth isn’t just about the economy. It’s about culture. For example, you might try swapping or trading your future fashion rather than focusing on its currency cost. You’ll notice how such small shifts can change your own experiences with clothes.