Shop, shop, shop!

The Sustainable Development Goal 12 is the one we have less data on. If you go to the annual report published by the United Nations you will see what I mean. No reduction, no increase, just three dots telling us no one knows where we are or going to.

Today, I thought to write something quite practical based on some questions I tend to receive. They are a bunch of advices of how you could shop in a responsible way, or just how you may enjoy going shopping and caring at the same time for people, planet and profit.

First, I would like to say that Fashion rimes with Passion. Fashion is Beauty and Joy, and this means you should never, ever, low your standards. You only should buy something if you are completely in love with that piece of clothing or acessory. So, never rush to do shopping, take your time. Never buy, if you have doubts. Never buy at night or when you are not seeing the colours at daylight. You will end by buying something you will not be wearing and this is a disgrace! A lot of resources and work will be waisted, for nothing.

And thirdly, how do you take care of what you buy? Textiles and knitting may last hundreds of years (Museums and fashion exhibitions around the world provide enough evidence on that). If materials are good, if the colours look beautiful on you, you may well imagine how many times you love to wear that blouse, or trousers... so take care to make it last!

By doing these small things, the wearer, each one of us, may lead the change. If the consumer changes, industry follows. I mean it. Trust me. I am a Marketing Lecturer, after all!

And if you have doubts about how many pieces you should have and how to mix and match just look for some tips from professionals like Daria Andronescu or Lula Kiah .

There are no excuses not to progress on SDG12.