Two years later and there are still countless examples of how our lives have changed since March 2020. The pandemic, and as a consequence the lockdown, has altered our reality, thus affecting our consumption habits.
Without being an exception, the fashion industry and the textile sector were severely affected by this global situation, and according to a study by The Boston Consulting Group, we are dealing with a 35%-40% drop. As a result, many companies had to look for a way to “reinvent themselves” in order to adapt to the new situation.
But not all areas of fashion suffered the same impact.
Positive impact
It is true that many sustainable fashion businesses were born or even reemerged during this period of pause in which we have been involved.
For this article, we have relied on Nuria Neira (@nurianeiraconsulting), an emerging and sustainable fashion and beauty consultant. Nuria tells us about a very positive impact on sustainable and local fashion, as for her during the lockdown there was a change in our routine, the big pause; “during the pandemic we human beings have had time, which is something we never had before. Time to reflect, and time to rethink our way of life, and that’s where fashion also came in.” That has altered the trajectory of many sustainable fashion brands, especially thanks to digital platforms and social networks.
In October 2021, Nuria published her book La nueva era de la moda: La guía definitiva para la moda emergente, where the values of this booming sector are highlighted; a fashion that Nuria says: “is here to stay and to be the only type of fashion that has a place on this planet”.
Another factor resulting from the lockdown that has favorably influenced the revival of local fashion has been the proximity to our households.
Reinvention and adaptation
But not all ” local stores” had the same luck. From Guasinei (@guasinei), ethical and sustainable garments made in Andalusia, Javier Ros shares his experience with the pandemic and the lockdown: “we haven’t sold a single garment for almost two months”. These were times of uncertainty, especially economic, which led many consumers to be more cautious with consumption.
So they decided to reinvent themselves to adapt to this new situation and Guasinei started to manufacture and design reusable and customized masks, being one of the first in Seville to have hygienic masks with these features, thus opening the doors again to consumers, both individuals and companies.
Thus, they used the idea of a new product that would become a must-have from the beginning of the pandemic to the present day: “this act of innovation, which was great, has helped us to make the brand known”.
This is an example of recovery and revival from the pandemic and the lockdown.
The Green Side of Pink encourages you to go out and discover sustainable fashion stores in your area. Local fashion has a very positive impact:
It helps reduce the environmental impact, in terms of production, transportation, packaging, etc. It also improves the local economy, creating jobs and helping to enhance the value of the area, supporting fair and responsible trade. On the other hand, it also increases cultural and creative diversity, giving the area a personal and original touch, by representing some particularity. Without forgetting that these are products made to last, timeless and unique, where production is limited, which makes them exclusive.
