Reusable fashion has gained popularity on a worldwide scale in the last few years. But the idea has been in existence in Nigeria for years. It has been the norm for Nigerians to wear already used clothes or hand-me-downs from siblings. A clothing material bought in a family has various uses. Firstly, it is used by the intended person it was bought for. Secondly, the cloth is passed down to any younger person t would fit. Finally, once the cloth is unwearable, becomes a washcloth,
With the idea of ethical fashion becoming a hot topic in recent times, more people are starting to see the benefits of sustainable and eco-friendly fashion. Consumers are now going for pre-existing clothes that are still in decent shape and condition. They are no longer buying clothes just for the sake of buying. They are not making purchasing decisions based on the newest trends in the market. More consumers are minimizing their closets and focusing on just wardrobe-essentials.
The last couple of years has seen a new Nigerian fashion consumer emergency. With the middle class (and to some extent, lower-class) having more spending power than in the past, Nigerians are now willing to test various luxurious brands in the market. The arrival of this new customer has been a plus in the Nigerian fashion industry. Reports suggest that in Nigeria, the average customer is buying 50 percent more clothes in 2019 than in 2002. The emergence of fast fashion brands has given people wild scale access to different clothing lines at pocket-friendly rates. Because of this, Nigerians buy more but only retain it for a while before buying again.
But the question now is, shouldn’t we go back to how things were? With an increase in “green messages” worldwide, many consumers in Nigeria are turning to ethical fashion. They are embracing the concept of buying and using already-used clothes. This new type of Nigerian customer believes in ridding their closets of apparels they no longer use: they hand them down to siblings, donate to orphanages, or sell. In turn, they also engage other pre-owned apparel sold by other consumers.
Picking already used clothes or pre-owned apparel has revolutionized the fashion industry. It has dramatically reduced the demand and pressure on manufacturing new fashion products. In turn, this reduces the strain on environmental resources. Since the fashion products are reused, the clothes are retained in the market cycle for a much lengthier timeframe. All of these reduce fashion waste and environmental impact.
The fashion world will have to step up and produce fashion, which is sustainable and wild appreciated. The work is not left for the fashion industry alone. The world needs to promote sustainable fashion. Nigerians need to go back to the system of sustainability to help preserve the fashion industry and environment