Random Acts of Kindness Day 2019

The impacts of fast fashion and how we can change to be kinder to the environment.

We've got 9 simple tips to help you be kinder to the environment.

1. Quality over quantity 

Cheap prices equal cheap materials. Save the environment and yourself some money by buying better quality garments. We’ve all experienced the disappointment of an item falling in holes a couple months after we’ve bought it. Fast fashion is one of the main culprits of environmental damage in the 21st century. The less we invest into fast fashion the quicker brands will improve their garment quality. 

2. Think before you throw
Whether it no longer fits, is stained or has a hole in it, think before you throw. Throwing away your unwanted clothes may not be as environmentally friendly as you first thought. Over £12 million worth of clothes are put in landfill each year in the UK alone. Before you throw, think ‘could this be fixed?’ ‘Could I sell it?’ ‘Can I donate it to a local charity?’ There are many ways clothes can be recycled before they reach the end of the line.

3. Care for your clothes 

Washing our clothes has a significant impact on the environment. 75% to 80% of the damage caused to our clothing comes from the effects of washing and drying. Washing your clothes according to the label can add to your clothes lifespan and save you money in the long run. When you wash your clothing make sure you consider what products you’re using – there are now many eco-friendly washing liquids to help you cut down on your impact on the world. 

4. Buy from sustainable brands 

Many small start-up brands are turning towards sustainability to break into the fashion industry. Admittedly, the offering form sustainable brands is still limited but the more we demand eco-fashion the more will be available. If you’re looking to shop with a sustainable eco-friendly brand, why not check out our website. All of our garments are made from end of line fabrics and upcycled items, and we also alter clothing. 

5. Bring your own bag

To reduce your plastic waste, ensure you bring your own shopping bag wherever you go. Although it may seem quick and easy to grab a plastic bag while you’re shopping, but research suggests that plastic bags release three times the greenhouse gas of reusable bags. If you want to be super eco-friendly why not buy recycled tote bags. Madia & Matilda stocks some amazing printed tote bags from British brand Graphyx which is a sustainable brand using vegetable oil based ink. 

6. Reduce your plastic use

Reducing the amount of plastic you use can have a massive, positive effect on the environment. Start today, by making easy substitutes like plastic bottles to reusable water bottles, plastic straws to paper or metal straws and reusable bags. Keep your take away tubs and Nutella jars, wash them out and use them to store bulk foods or leftovers. These simple swaps are easy to make and could help save the planet. 

7. Don’t be afraid to buy second hand or swap items

Second hand garments are not always worn out or dirty as the media would often have you believe. Second hand items can come from charity shops, websites like eBay and Facebook, or apps such as Depop or Shpock. More often than not, these clothes are hardly worn and are in very good condition. Alternatively, you could do a clothes swap organised through a local event or social media. By participating in a clothes swap you are able to get a feel of what the fabrics and styles are like before you buy. 

8. Buy British

Buying British is key to creating a sustainable shopping industry in the UK (obviously this can apply to any country you live in). Supporting local and British businesses is a great way to be kind to the world too. By buying British you are able to identify exactly where the product is produced and its components are sourced, which often leads to higher quality garments being produced. 

9. Alter and mend to get the most out of your wardrobe

A fallen hem or missing button shouldn’t mean your clothes need to be thrown away. Either learn some basic sewing skills to repair your own clothes or take them to a local tailor for a small fee. Mending or altering garments can increase their lifespan and save you money. If you buy from a clothes swap or second hand shop you can easily tailor them items to fit you and your style for little money.

Sincerely Madia & Matilda

Is Fashion Week Ever Sustainable?

Fashion week - Why Madia & Matilda is against fast fashion

What is slow fashion?

In recent years we have seen a wave of change wash over the fashion industry. Consumers and companies alike have become more aware of the effects of fast fashion on workers and our environment.

Slow fashion is how we approach and raise awareness to the way fashion is produced – taking the time to consider the processes and resources. The term Slow Fashion came about quite organically. It was coined by Kate Fletcher of the Centre for Sustainable Fashion. Slow fashion is necessary to save our environment as well as workforce welfare. In 2018, brands such as H&M reportedly burnt 12 tonnes of unsold garments despite launching their Garment Collecting programme – a global initiative to prevent customers’ unwanted items from going to landfill.

The slow fashion movement has been increasing exponentially in recent years as consumers demand higher sustainability and ethical standards.

Why we only design collections every 2 seasons

Here at Madia & Matilda, we pride ourselves on our sustainability and ethical ethos towards fashion. We only use fabrics that are end of roll, end of line or recycled from previous garments. Our items are designed and produced in house without the need for a factory or cheap labour. In order to keep our sustainable promise we only produce collections twice a year for spring/summer and autumn/winter. By producing biannually we are able to invest more time and money into our designs and quality, thus creating items that are ethically sound and adhere to our high standards.

Why we don’t participate in fashion week

Madia & Matilda consciously chooses not to participate in fashion week so as not to support the fast fashion trend. Many fashion weeks and catwalks feature garments that are produced quickly and cheaply to capture the most recent fashion trends. Not only does fashion week inspire fast fashion production but it also encourages consumers to buy into trend fads that only last a few months.

Charity fashion shows

Instead, at Madia & Matilda we dedicate our time and energy to producing eco-friendly garments that can form the basis of any wardrobe. Rather than partaking in mainstream fashion week catwalks, we only feature ourselves in charity catwalks. This year see our brand join the Durham University Charity Fashion Show - The UK’s largest student fundraiser and the biggest event in Durham’s social calendar. This year the fashion event is supporting the Environmental Justice Foundation, a charity who works at the forefront of global environmental politics to secure the rights of climate refugees and the future of our planet. If you want to attend the event you can find more information about the event here.

Madia & Matilda have also featured in many other charity fashion events including St Martins in the fields, Empire Casino London and Brighton Fashion Week.

Sincerely Madia & Matilda