Moving away from fast fashion

What to do with expensive clothes you no longer want without adding to the global pile? It’s a question addressed by a new concept store in Limassol. ALIX NORMAN finds out more

Did you know there are 52 micro-seasons per year?! Not in terms of weather (though it’s been a strange one of late!), but in fashion. Many of the larger clothing brands produce a new clothing line each week; pieces that are poorly-sewn from inferior fabric, and last a couple of washes at most. And while this is a travesty for the workers (who are paid unfair wages, and slave away non-stop in awful conditions) it’s also dreadful for the planet: synthetic fabrics, toxic dyes, and dodgy manufacturing processes make for massive amounts of ecological damage.

In the US alone, this ‘fast fashion’ makes for a huge amount of wash-wear-and-toss wastage; 11 million tonnes (the weight of 1,000 Great Pyramids of Khufu!) each year. So how can we be part of the solution, rather than the problem? Jelena Drazdauskaite of the newly-launched Pop Up Box Commission Boutique believes she has the answer…

“The endless consumption cycle never stops,” acknowledges the Estonian entrepreneur. “We buy new clothes and throw away our old ones all the time. And thanks to promotions and discounts, that amount is growing by the day. Textile production – which is one of the main causes of global water pollution – has doubled over the last 15 years and by 2030 the amount of clothing and footwear produced annually is set to reach 100 million tonnes. So, instead of throwing out your old clothes, why not sell them on?”

While cheaper pieces are ideal for thrifting, gifting or upcycling, says Jelena, it’s sometimes hard to know what to do with the more expensive items in your wardrobe. And that’s where POPUPBOX comes into its own. Created especially for brands, it’s the solution to what to do with the clothing you no longer need.

“Almost all those who like to dress beautifully will accumulate, over time, a huge number of expensive designer items,” says Jelena. “Maybe you’ve gained or lost weight, perhaps you feel you’re a little too old for a certain style, maybe your lifestyle has changed. But you’ve got all these lovely clothes just sitting there, nobody to pass them on to, and you don’t want to contribute to the wastage. What on earth should you do?”

While apps such as eBay and Vinted thrive on pre-loved designer items, it’s often a challenge, says Jelena, to set up an account and deal with the postage and packing – especially when our local post offices are currently under siege! And it’s unlikely you’re going to want to welcome strangers into your house for a quick try-on – not only is it often a waste of your time, but who knows what state of health they’re in!

Instead, POPUPBOX is offering what Jelena suggests is a timely solution. “The main feature of our store is that we lease a box to our customers; an open cabinet with a shelf where you yourself exhibit your things at a price that suits you. And then you can put anything you like in that box: clothes, bags, shoes, wallets, glasses, belts, hats, accessories…

“You can share a box with a friend who’s in a similar situation, or add items from the whole family – your husband’s Tod’s, your NUNUNU baby items, your mum’s Chanel… There’s plenty of space for all sorts of pre-loved items,” she continues. “You can probably fit 30 or 40 things in one box.”

As well as providing the space, POPUPBOX also offers a number of additional services. “We provide various types of hangers, anti-theft equipment, and expansive fitting rooms,” Jelena reveals. “We’re also able to iron and steam your items, and we have a personal stylist available who will help you sort through your wardrobe and look out the pieces you no longer need. And we take on the business of promotion,” she continues. “We have a Facebook page and an Instagram account on which we compose several ‘looks’ each day, ensuring we use pieces from all our clients in order to attract buyers’ attention.”

All this does come at a price. Box rental is €100, and the store will take a 10 per cent commission on whatever is sold. But with hundreds of items having found a new lease of life since the store’s inception, it’s a great way to make a little profit and help the planet.

“We opened five months ago and have already managed to help many sellers shift items they no longer need, and assist lots of buyers in updating their wardrobes,” Jelena smiles. “But the most important thing is that we know we’re helping the planet. Unfortunately, few people think about the amount of resources that go into making clothes, whether they’re fast fashion or more expensive pieces. The manufacture of jeans alone requires 20,000 litres of water, and their decomposition can take decades, during which carbon dioxide, toxic compounds and microplastics will be released into the atmosphere!

“There’s certainly nothing wrong with reusing and restoring things,” she acknowledges. “In fact, nowadays, it’s actually the height of fashion to own vintage, pre-loved pieces. There’s definitely a global trend towards sustainability in the clothing market, and conscious consumption is massively popularising second-hand stores which help to extend the life of your clothes while reducing new purchases.

“The whole idea behind POPUPBOX,” she concludes, “is to get away from that idea of ‘fast fashion’. Because the fewer clothes we buy, the less waste we generate. And that means nothing but good for our planet!”

For more information, call 96 093010, or visit the Facebook page POPUPBOX_cyprus, or the Instagram account popupbox_cyprus. The POPUPBOX store is located at 72B Ayios Athanasios Avenue, Limassol and opens between10 am and 6pm Monday-Friday, and from 11am to 4pm on Saturday