Ethical Alternative Clothing

One thing that really surprised me when I started trying to shop more ethically was that the alternative clothing market, generally speaking, is no better than the rest of the fast fashion brigade. With the exception of a handful of notable brands, clothes marketed to consumers who want to stand out from wearers of 'mainstream' fashion are produced in the same environmentally unfriendly ways and in the same brutal conditions as other big-name companies. Hopefully this is an area where we will begin to see change, as we all become more aware of where and how our clothes are made, and as more and more consumers begin to speak up.

I must admit, I find it really ironic - and annoying - that clothes marketed towards the peace-loving hippie, the fiercely creative goth or the anti-capitalist punk are often produced in ways that are the antithesis of all those values. From ripping off indie designers and artists (Dollskill) to mass-produced punk clothing (what is the actual point?!), styles that were once proudly handmade or stood for something genuinely radical have become yet more fodder for the great consumption machine.

I kind of didn't get for a long time how radical were the advent of hippie and then punk fashion, but when I started to understand that before the sixties there was essentially one correct way for women (and men) to be attired within the boundaries of one's social class, defined for you right down to your hairstyle, make-up and undergarments, I began to see how shocking a statement the miniskirt and Mohawk really were. 

It seems to me that very little in fashion is genuinely shocking now (when I first dyed my hair blue, aged twelve, a lot of people pointed or gawked, which seems hard to imagine nowadays! Teenage me would have been very, very excited about the rainbow of make-up and hair colours that are now readily available on the high street), and the boundaries between what is 'mainstream' and what is 'alternative' seem to be getting blurry. Alternative, now, just seems to mean doing a different kind of consumption. You buy from Killstar instead of ASOS, Camden Market instead of Selfridges. But it's still about having a certain look, and about consuming, whereas back in the mists of time, those 'alternative' subcultural markers were often a political statement.

It's not that I think being different, or looking different, is only for activists and anarchists. But I find it interesting to note how clothing as a form of cultural shorthand has changed in just a couple of generations, and how pervasive is consumer culture that even the styles of sixties and seventies countercultural movements are now mass-produced.

However, it's not all negative. DIY fashion is still a thing, and there are hundreds, if not thousands of small makers and artisans selling their wares at markets up and down the country, as well as on eBay and Etsy, many of whom source their materials ethically and sustainably and strive to pay a fair wage to their workers. Of course, the second-hand market is a treasure trove for those seeking a more different or unusual look. I've found that since I started to follow bloggers like Sheila Ephemera and Vintage Vixen, I can more easily see potential amongst the charity shop rails. Vix's blog actually helped remind me of what I loved about clothes in the first place. As she says, "I don't follow fashion and if I look ridiculous so what? Not being noticed and blending in with the crowd is my idea of hell." This kind of individual self-expression, the skill and artistic eye required to develop a really unique look, is to my mind much more 'alternative', creative and meaningful than buying an entire outfit from Hell Bunny and calling it a day.

My personal idea of a way of dressing that is alternative in a meaningful way (rather than simply as visual code for Being Different - not a bad thing in itself, but less important to me now than it was ten years ago, and easily subsumed by the modern tidal wave of personal branding) would be something like that expressed by Nimue Brown in her post In Search of Greener Clothes. I've been thinking about this sort of thing as I move from trying not to shop at all to learning to shop mindfully and in moderation - I want to own and wear clothes that make me feel good, that make my heart happy, and I completely identify with Nimue's comment, "I have a horror of looking like the sort of person who has bought all their clothes from a supermarket." 

There's an excellent article about ethical goth clothing on the Domesticated Goth blog, which I recommend for further reading on this subject.

I generally try not to post shopping links on this blog, for what I think are fairly obvious reasons, but a handful of alternative ethical and/or sustainable brands I am generally happy to purchase from are:

Gringo

Wobble and Squeak

Wanderlust and Faeriedust

Celtic Fusion Design (although I'm getting towards the top end of their sizing, which is a bit of a shame)

Gippies range by GutsyGingers (their own designs - the name 'Gippies' being a blend of goth and hippie)

AltShop UK

MoonMaiden

I haven't personally purchased from these (yet), but my research also turned up the following:

Foxblood

Church of Sanctus

The Last Kult

Holy Clothing

Noctex