Reset the trend is the new slogan of the European Commission’s campaign to engage Europeans in the fight against fast fashion and raise public awareness about Sustainable and Circular Textiles.
The EU has launched a multilingual campaign to promote the environmental, social, economic, and health-related benefits of shifting to sustainable textile production. The motto #ReFashionNow highlights the opportunities that open up for both businesses and consumers through more sustainable fashion.
Reset The Trend reveals that on average a person throws away 11.3 kg of worn clothes each year which results in millions of tons of clothes, being worn and thrown away each year. The EU points out that every second lorry load of discarded clothes is burnt or buried in a landfill.
An official of EU Environment, Oceans, and Fisheries said the world has changed and it makes no economic sense to throw away used clothing. He said this practice is also harmful to the planet. With its new strategy, the EU wants to be part of the solution by promoting sustainable and circular textiles. He said the EU wants everyone to own the ReSet the Trend.”
The new campaign was launched at Antwerp in the presence of all stakeholders including fashion designers, fashion sustainability experts, professionals from the textile sector, industry representatives, and students. They discussed ideas on adopting the best sustainable practices.
The EU Strategy for Sustainable and Circular Textiles was launched last March with proposals to make all products more environmentally friendly, circular, and energy efficient. The wide strategy aims to make textiles more durable, repairable, reusable, and recyclable; to tackle fast fashion, textile waste, and the destruction of unsold textiles; and to ensure that production respects human rights.
The textiles sector after food, housing, and transport has the fourth highest impact in Europe on the environment and climate change. It stands third highest for water and land use and fifth for use of raw materials.
