“There are already enough garments in the world to clothe the next six generations,” Zero Waste Europe declared on November 14. Faced with the environmental and social impact of fast fashion, European cities are setting up innovative local initiatives to reduce textile waste and promote more sustainable consumption patterns.
A new report from Zero Waste Europe, entitled “Cities and Consumption: Local Solutions to Reduce Textile Waste and Combat Fast Fashion,” reveals that despite the lack of strong government guidelines, European cities are taking the initiative to adopt fast fashion tackled at local level. This report highlights concrete examples where municipalities are providing solutions to the textile waste crisis and provides recommendations for local policymakers committed to this cause.
The urgency to act
The urgency of these local initiatives is reinforced by alarming statistics. Since 2000, global fiber production has increased significantly, contributing to a textile waste crisis. On average, an EU citizen throws away 16 kilos of textile waste per year, amounting to a total of 6.95 million tonnes in 2020. Despite the fact that there is already enough clothing to clothe the next six generations, production continues to increase and continue the recycling rates of textiles are hopelessly low, only 12 percent. This emphasizes the need for system change, in which municipalities play an increasingly important role.
The most important initiatives of European cities
Zero Waste Europe’s report highlights a variety of innovative and practical measures being implemented by cities to combat textile waste and encourage more sustainable consumption behavior. These initiatives are transforming the way citizens interact with fashion, from reducing overconsumption to promoting reuse and recycling.
Advertising Restrictions
Cities such as Lille, Grenoble and Lyon have imposed restrictions on advertising in public spaces to reduce consumer pressure, discourage unnecessary purchases and encourage more conscious consumption. It is reminiscent of the call by scientists from the University of Amsterdam to ban fast fashion advertisements.
Incentives for repairs
In Austria, local governments have introduced financial incentives to cover the costs of clothing repair, encouraging citizens to repair rather than replace clothing, providing a direct benefit against the throwaway culture. An honorable mention, although it does not appear in the Zero Waste Europe report: An incentive for clothing repair has also been introduced in France and in Amsterdam people with a City Pass receive a discount on clothing repair.
Product-as-a-service models
The clothing library Det Kollektive Klædeskab in Copenhagen embodies a shift towards a circular economy, promoting a model in which clothing is shared rather than purchased. This innovative approach provides better access to clothing while significantly reducing waste. Not mentioned in the report, but not to be missed: the Netherlands also has several clothing libraries and Belgium, for example, has the online library Dressr.
Sustainable fashion events
Cities such as Ghent and Geneva host sustainable fashion events, such as the Fair Fashion Fest and GardReObes, which bring together ethical fashion brands and environmentally conscious consumers. These events raise awareness and promote sustainable alternatives in the fashion industry.
Notable case studies
Some cities and regions have gone a step further by introducing infrastructure and policies that support the circular economy and slow fashion.
Turku, Finland
This city has invested in infrastructure that supports the circularity of textiles and is part of a global coalition of mayors advocating slow fashion. The city has signed the ‘Slow Fashion Declaration’. Turku is also calling on international bodies such as the EU and the G7 to adopt regulations that support slow fashion companies and challenge the dominance of fast fashion.
Nantes, France
In collaboration with Audencia’s Chaire Positive Impact, Nantes has provided public funding for a “Slow Fashion” training program, which raises awareness of the environmental and social impact of fast fashion.
Flanders, Belgium
This region is making significant progress in textile reuse through support. The region aims to reuse 8 kilos of textiles per inhabitant, supported by special recycling centers. The region offers wage support for collecting, sorting and preparing textiles for reuse. This removes obstacles for the recycling industry.
Challenges and perspectives
While these initiatives show significant progress, there is still much to do to address the systemic problems of fast fashion. Despite the lack of strong legislation at EU and national level, cities and regions like those mentioned in the report are beginning to lay the foundation for future action.
Theresa Mörsen, head of waste and resource policy at Zero Waste Europe, highlighted the ambitious nature of these efforts, noting that while each approach varies from place to place, they all show significant potential for a broader impact on sustainable consumption.
Jack McQuibban, head of local implementation at Zero Waste Europe, added that while it is not cities’ responsibility to curb the unsustainable practices of fast fashion companies, many cities are already setting important precedents. They promote lifestyles based on sufficiency, respecting planetary boundaries and striving for greater sustainability.
To proceed
The rapid increase in textile waste, coupled with inadequate current recycling rates, highlights the urgency to act. As discussions within the EU continue on the future revision of the Waste Framework Directive (WFD), European cities are already taking concrete measures to tackle the problem of textile waste and promote more sustainable consumption practices.
Zero Waste Europe continues to call on governments to adopt stricter policies and regulations to guide fashion brands towards more sustainable practices. Thanks to initiatives like those presented in this report, cities are showing that local action can have a powerful and positive impact on the environment and the economy.
This article previously appeared on FashionUnited FR. The article was translated using an AI tool called Gemini 1.5. .The article is supplemented with local examples.
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