The Conscious Consumerism Guide

Hey guys!!

Seriously, hey. How are you. Really strange times we are living in, acutely painful but also simultaneously hopeful. So it’s okay if you’re not feeling *awesome*. But we over here at Apocalypse have decided to forge on, trying to create meaning and maybe enact some sort of positive change in this life.

And this month is Earth Month. Which is a ridiculous concept if you think about it too long, (shouldn’t the Earth be paid attention to, like, always?) but is a good reason to talk about some of our favorite topics, like sustainability, conscious consumerism, and environmental justice.

We’ve got some fun things on our docket this month, such as a Q&A series with some of our favourite sustainable makers, so watch out on our Instagram. Love ya.

spring cleaning anyone?

Boulder has gotten a little taste of springtime this past week, and it’s making us eager to overhaul our wardrobes in preparation for #vaccinesummer. However, we also like to ascribe to a little wardrobe-math game in which every piece that we take in, gets matched by a piece going out.

Okay, we might slip up every once in a while. I, personally, have a pants addiction that is seemingly impossible to satiate. However, there are some thought exercises that we like to use over here at Apocalypse that keep us conscious in our consumerism and minimize our role in the clothing crisis. Scroll on for tips for consciously consuming!

when shopping in general:

A graphic guide to whether to buy a piece or not whoing three woman carrying an excessive number of shopping bags. Text reads, "1. do you already own a similar piece?" Followed by two columns. On the left, "no? Neat! Have you been wanting something like this? Will it fit well in your closet? If so, it seems like a good find."
On the right, "yes? Do you wear it often? How similar is this piece? (think color, detailing, fit...). If you don't find yourself wearing the garment you already have, wait for something of more value to your closet."

A graphic depicting step 2 to whether you should buy a piece or not. It includes a cutout photo of Alicia Silverstone with a pink fuzzy pen and a contemplative look. 
The question is "2. can you think of 3 outfits that incorporate this piece?"
The left side says, "no? Okay — might not be a good choice. Are there similar styles or pieces that will be more foundational to your closet? You might get more use out of those."
The right side reads, "yes? Great! Are they outfits you see yourself wearing? Be honest with yourself. Are they comfortable outfits? Are you excited to wear them? If so, it sounds promising!"

when shopping new:

A cutout photo of the 4 women from Sex & the City holding hands while walking. 4 handbags of various styles and colors. Text reads, "can you find this piece second-hand? If you're shopping for something specific, ask yourself if you might be able to find the piece (or a variant of it) second hand! Depop, Poshmark, TheRealReal, Heroine & Grailed are all great places to find gently used designer items, if you know what you're specifically looking for. While sustainable brands are awesome and a necessary part of the slow fashion ecosystem, they are still producing new clothes. Buying second hand means one less piece produced, which means less pollution and waste."

The 3 friends from the movie Clueless holding up "W" signs with their fingers.
Text reads, "does the price reflect ethical production? While it's always nice to get a deal on a new garment, the price is ultimately reflective of the materials and process that went into the piece. Smaller, more sustainable brands often have higher price points due to the use of high quality (often natural) fibers. They also likely pay their workers a more livable wage. The extremely low prices seen at fast fashion brands are reflective of cheap materials and labor, which contribute to environmental and racial injustice."

when shopping second-hand:

Three clothing tags depicting size, where made, and type of fabric. Two women walking with multiple luxury brand shopping bags. Text reads, "what materials is the piece made of? The materials and construction of a piece will be a good indicator of its longevity (aka, how long you get to keep wearing it!) Natural fibers, like cotton and wool, are more durable. Look out for sustainable materials such as tencel. Some polyester blends improve the longevity of the piece, but avoid high percentages or polyester, as it contributes to microplastics in waterways."

Four women wearing trench coats and headbands of various colors walking together. Text reads, "would you buy this piece if it were full price? AKA, are you buying it because its a realllly good deal so you might as well? If you find yourself getting something because you'll probably wear it and it's so cheap that it's okay if you don't... Don't buy it! This mindset perpetuates fast fashion and poor working conditions for cheap clothing."

Of course, this isn’t an exhaustive guide, and using that big ol’ brain of yours will always be critical in making the best fashion decisions. But, we hope this helped a little. Love you guys. Bye!

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