CollAction, the world’s first official crowdacting platform, is organizing the Slow Fashion Season 2020 to take a stand against the negative impact of the (throw away) fashion industry. After an impactful Slow Fashion Season 2019 where approximately 15,000 people committed to not buying new clothes for 3 months, the initiative returns for June 21st to September 21st 2020 with the aim of 25,000 conscious fashion commitments. 

The fashion industry is responsible for enormous amounts of water consumption, water pollution, waste, illegal working conditions, and global greenhouse emissions. The amount of water the fashion industry consumes each year could fill 32 million Olympic size swimming pools (Global Fashion Agenda, 2017) and it accounts for 8% of global greenhouse emissions according to Environmental Impact of the Global Apparel and Footwear Industries by Quantis (2018). Research states that consumption is expected to increase from 62 to 102 million tons in 2030, which equals to 500 billion t-shirts (The Boston Consulting Group and the Global Fashion Agenda).

Supported by the Conscious Fashion Campaign, in collaboration with the United Nations Office for Partnerships, Slow Fashion Season is challenging their community to question what going back to ‘normal’ looks like: Do we want to continue these destructive high consumption lifestyles or are we ready to look for new ways of connecting with each other and the materials we use; driving collective action towards the achievement of the Sustainable Development Goals. 

Slow Fashion Season 2019 focused on not buying any new clothes. With the impact of COVID-19 on our local economies this year, Slow Fashion Season 2020 introduces supporting local/sustainable brands as a part of the guidelines with the remaining trading clothes, DIY/upcycle and buying second-hand/vintage.

While the absolute number of mass market products made from sustainable materials remains low, there has been a five-fold increase over the past two years (McKinsey, 2019). As the economy starts to rebuild Slow Fashion Season is asking people to support the new forms of fashion and make conscious choices.

Ron van den Akker, co-founder of CollAction says about Slow Fashion Season: “We want to make people aware that there are other solutions – that another lifestyle, or way of consuming is possible. And that doing the right thing doesn’t have to be boring or painful – it can be fun and creative, especially when supported by our growing community of CollActivists. We can wait for governments, the industry, or other people to act. Or we can set an example with our actions, together.”

Kerry Bannigan, Founder, Conscious Fashion Campaign adds: “The work of the Slow Fashion Season initiative highlights the influence of coordinated action enabling the acceleration of the Sustainable Development Goals. In the wake of the Covid-19 pandemic, the 2030 agenda for prosperity for people and planet requires mass responsibility and commitment to sustainable choices to build back better together.”

CollAction hopes to initiate collective behavioral change and give a clear signal to the throw away fashion industry and policymakers. With Slow Fashion Season, the goal is to get 25,000 people to take action in Summer 2020 – in the Netherlands and abroad. The registration for the Slow Fashion Season is open at  until 23:59 on 20th of June 2019. 

About CollAction is the first official crowdacting platform in the world and offers a new solution to collective action problems, like climate change, traffic jams, and plastic pollution. Introduced by CollAction, crowdacting means: “taking action collectively and conditionally with the purpose of achieving a positive impact on the world and its inhabitants. With crowdacting, people commit to taking action when a predetermined target number of people is reached. The concept is very similar to crowdfunding, but people commit to actions, instead of money. CollAction aims to make the world an even better place by developing and maintaining a platform that facilitates crowdacting: CollAction is a non-profit mostly run by volunteers. 

About the Conscious Fashion Campaign: 

The Conscious Fashion Campaign, in collaboration with the United Nations Office for Partnerships, engages leading global industry events, initiatives and activations to facilitate collective action towards the achievement of the Sustainable Development Goals. The campaign coordinates advocacy, education and engagement of fashion industry stakeholders to implement responsible business practices that are mindful of social, economic and environmental impact. The Conscious Fashion Campaign actively supports the Decade of Action and Delivery for Sustainable Development by bridging the gap between the United Nations and fashion industry leaders to enable the Sustainable Development Goals to scale and create effective strategic multi-stakeholder partnerships. 

About the United Nations Office for Partnerships:

The United Nations Office for Partnerships serves as a global gateway for catalyzing and building multi-stakeholder partnerships to advance the implementation of the Sustainable Development Goals (SDGs). UNOP provides a platform for effective partner engagement and works to leverage the assets and expertise of a broad range of partners in furtherance of the SDGs. As a member of the UN Fashion Alliance and the advisor to the Conscious Fashion Campaign, UNOP facilitates awareness, advocacy and engagement to achieve the SDGs within the fashion and textile industry.