February 8, 2021
There is much information regarding the vast amount of waste and corresponding pollution associated with the fashion industry and the significant harm it contributes to the environment. In recent times, fashion houses have been keeping production schedules with constant movement, producing new collections as the previous ones hit the floor. The question at hand is, “who are they doing this for and why?”
According to a recent article by Business Insider, fashion houses, on the average, went from creating two collections per year in 2000 to five in 2011, with some of the fast fashion leaders producing as many as 12 to 24 per year. On average, people have bought 60% more clothes in 2014 than they did in 2000 yet they only kept them for half as long.
These actions by the fashion industry are clearly a response and reaction to human behavior. Consumers have come to constantly desire the next best thing and expect the “deals” and discounts that devalue whole collections of items for the sake of making room for the next. Society has made these choices of consumption which have had a substantial negative impact on our planet and now we must ALL do our part to right our wrongs. There is no legitimate reason to create the need for waste and, let’s face it, that is exactly what is happening. As Gabriela Hearst stated so eloquently during a live Vogue Global Conversation interview, “Waste does not exist in Nature.”
We all have the power to help remedy this situation and we must move in the direction of change. First and foremost, we need to STOP THROWING EVERYTHING OUT! Back in the glory days of fashion, much of the influence came from Europe where there was a traditional appreciation for the quality and artistry of fashion pieces. The idea was to buy quality items and wear them often, for a long time. People would buy less but they would seek beautiful and special things that they appreciated and cherished for years. Consequently, designers would be in the best position to create goods with craftsmanship, superior quality and the attention to detail we used to value so much.
I approach my personal fashion and style in this manner. My closet is my lifetime’s collection of carefully curated items, each with their own story and memory. I don’t buy things; I COLLECT fashion. I cherish and wear each piece in a multitude of ways for years, incorporating and reincorporating those same pieces to fit my personal style and state of mind. I wear what I love and what is my best expression, regardless of what others are wearing. My style is a form of art and my closet is my beautiful and very valuable treasure trove of color, texture and memories.
At AMATOSTYLE, we also appreciate and value this perspective. We personally seek to make durable pieces, of superior quality, meant to be worn for years. As such, we stand behind our pieces and will service, free of charge for the first year, any piece which requires it. After the first year, we offer a reconditioning service to “touch up” your well-used and well-loved pieces so that you can continue to use them for as long as you wish.
We are particularly proud of the fact that our collections include pieces that can be added to and interchanged with our other pieces. For example, our "Domenica" and "Tourna" tassel necklaces have interchangeable cords available separately for purchase. Our belts are reversible and additional interchangeable leather belts, in many beautiful colors, are also available for purchase. With these additional selections, you have the ability to change the colors of your pieces and transform them from one color story to another and thus, from one season to another. This enables you to use and enjoy your pieces, in so many ways, for a very long time.
True sustainable fashion is fashion that SUSTAINS ITSELF. This means that it does not invite the desire or the need to be thrown away. AMATOSTYLE hopes to contribute to the movement toward much needed change by continuing to create quality pieces with passion and our usual attention to detail and craftsmanship. Our goal in doing so, is that you never desire to throw them away. We hope instead that, you choose to add them to your permanent collection of treasures, drawing upon them for years to come. Together, in some small way, we may help to combat the needless waste and its deleterious effect on this beautiful planet we are privileged to share and responsible to protect during our time here.
 See https://www.businessinsider.com/fast-fashion-environmental-impact-pollution-emissions-waste-water-2019-10 , 10/21/19, Last viewed 2/7/21.
 Business Insider, 10/21/19, Last viewed 2/7/21.
 Gabriella Hearst, live Vogue Global Conversation interview, April 14, 2020.