DNA Shrts = Slow Fashion

What on earth is Slow Fashion, anyway?

Slow Fashion prioritizes Quality, Sustainability, and Longevity over fleeting trends, disposable garments and cheapness of the fast fashion industry.

DNA Shrts

• only use certified 100% Organic cotton textiles for Durable Quality
• offer a Limited Range of Colours
• uses Recycled materials for all shirt Labels
• use Mother of Pearl Buttons
• deliver your DNA shirt in a 100 % Organic Cotton Shirt Bag
• use Environmentally Friendly paper Boxes, silk paper, paper Hangtags and even paper Tapes
• use FSC certified paper with Carbon-free printing for the Brochures

And why is all of this crazily crucial?

With fast fashion, the quantity of clothes produced and thrown away has boomed. Find out more about the environmental impact and what the EU is doing about it.

Fast fashion is the constant provision of new styles at very low prices.

Overconsumption of natural resources

It takes a lot of water to produce textile, plus land to grow cotton and other fibres. To make a single cotton t-shirt, 2,700 litres of fresh water are required according to estimates, enough to meet one person’s drinking needs for 2.5 years.

The textile sector was the third largest source of water degradation and land use in 2020. In that year, it took on average nine cubic metres of water, 400 square metres of land and 391 kilogrammes (kg) of raw materials to provide clothes and shoes for each EU citizen.

Water pollution

Textile production is estimated to be responsible for about 20% of global clean water pollution from dyeing and finishing products.

A single laundry load of polyester clothes can discharge 700,000 microplastic fibres that can end up in the food chain.

The majority of microplastics from textiles are released during the first few washes. Fast fashion is based on mass production, low prices and high sales volumes that promotes many first washes.

Washing synthetic products leads to the accumulation of more than half a million tonnes of microplastics on the bottom of the oceans every year. In addition to this global problem, the pollution generated by garment production has a devastating impact on the health of local people, animals and ecosystems where the factories are located.

Greenhouse gas emissions

The fashion industry is estimated to be responsible for 10% of global carbon emissions – more than international flights and maritime shipping combined.

According to the European Environment Agency, textile purchases in the EU in 2020 generated about 270 kg of CO2 emissions per person. That means textile products consumed in the EU generated greenhouse gas emissions of 121 million tonnes.

Textile waste in landfills and low recycling rates

The way people get rid of unwanted clothes has also changed, with items being thrown away rather than donated. Less than half of used clothes are collected for reuse or recycling, and only 1% of used clothes are recycled into new clothes, since technologies that would enable clothes to be recycled into virgin fibres are only now starting to emerge.

Only 1%

of used clothes are recycled into new clothes

On average Europeans use nearly 26 kilos of textiles and discard about 11 kilos of them every year. Used clothes can be exported outside the EU, but are mostly (87%) incinerated or landfilled.

The rise of fast fashion has been crucial in the increase in consumption, driven partly by social media and the industry bringing fashion trends to more consumers at a faster pace than in the past.

The new strategies to tackle this issue include developing new business models for clothing rental, designing products in a way that would make re-use and recycling easier (circular fashion), convincing consumers to buy clothes of better quality that last longer (slow fashion) and generally steering consumer behaviour towards more sustainable options.

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