The association of social and employment integration and waste management organizations, AERESS, is launching a new awareness campaign to highlight the social and environmental impact of clothing consumption and to promote more responsible alternatives among the public. The initiative will be disseminated starting March 16th through social media and various digital content.

The campaign aims to encourage reflection on the consequences of so-called fast fashion, a consumption model characterized by the accelerated production and acquisition of garments. Among the associated impacts are the high consumption of natural resources, greenhouse gas emissions, and the growing generation of textile waste.

According to data released by the organization, the textile industry is responsible for approximately 20% of global water pollution and nearly 10% of global carbon emissions. Furthermore, washing synthetic garments generates around 35% of the microplastics that end up in the oceans. In addition, 87% of textile fibers end up incinerated or in landfills at the end of their useful life.

The increase in consumption is also reflected in Europe. In the European Union, textile consumption rose from 17 kilograms per person in 2019 to 19 kilograms in 2022, which, according to the organization, is equivalent to adding a large suitcase of new clothes to your wardrobe every year.

The campaign will include the regular publication of key data, an interactive questionnaire, and practical content aimed at promoting more sustainable consumption habits. Recommendations for the public include reducing clothing purchases, opting for secondhand garments, extending the lifespan of clothes through care and repair, and donating unwanted clothing to facilitate its reuse.

The initiative also seeks to highlight the work of La Recuperadora and the organizations that make up AERESS, which are dedicated to the collection, sorting, and reuse of used clothing. These activities take place in specialized facilities where garments are prepared for reuse or recycling.

In addition to the environmental impact, the organization highlights the social dimension of this model. The revenue generated from the management and reuse of textiles is reinvested in social and employment integration programs. According to AERESS, for every 1,000 tons of clothing collected, approximately 30 jobs linked to the social economy are created.

Emma Erwin, a project manager at AERESS, emphasizes the importance of these types of initiatives in promoting changes in consumption habits. “Seeing how participants in a questionnaire about the impact of clothing became aware of its effects demonstrates the importance of raising awareness about more sustainable options,” she notes.