...because of excess and waste. Here are two ways modern fashion contributes to both.

In 2023, the University of Waterloo estimated that Canadians throw away more than 1 billion (1,000,000,000) pounds of clothing each year. A staggering 85% of it ends up in landfill, usually in poor countries desperate for the revenue they earn from accepting our garbage. 

Why do so many underdeveloped countries lack fresh drinking water? Because it takes more than 1200 gallons of water to make a single pair of jeans which is equivalent to the amount of gas it takes to fill 100 cars.

In Canada, fashion retail (new clothing) is a $28B industry. The secondhand/resale market is a quarter of the size, but it's growing fast! It's 2x bigger than it was only a few years ago.

The concept of a circular economy, where buying secondhand clothing is second nature,  is central to sustainable fashion. Unlike the traditional linear model of "take, make, dispose," a circular economy emphasizes the reuse, recycling, and repurposing of materials. According to the Ellen MacArthur Foundation, transitioning to a circular economy in the fashion industry could reduce greenhouse gas emissions by 44% by 2030. This shift is essential for mitigating climate change and promoting environmental sustainability.

Lastly, good vintage fashion equates to well-made, high-quality garments because they've stood the test of time through repeated wearings and washings. Undoubtedly, the superior craftsmanship and materials of vintage clothes far exceed the fast fashion alternatives. 

We hope you feel good shopping at Public Butter while doing some good for the planet.