I need a new shirt: welcome to reality Mister “Sheik”.

Today when I was thinking about why do we buy clothes, I remember a story were I was literally shocked. I heard the story of a Sheik who lived in summer and how his way of dealing with clothes. You wonder why I was shocked? When he wears a shirt once he throws it away, because it does not matter how much money he spends on buying new ones. It costs him “nothing”, but what would it cost him to give them away to somebody who need it? What about washing them? Maybe we are all quite similar to this example of Sheik, just in a different way?

If you got speechless as I got, there is no reason, because unfortunately that is reality. Still I could not stop thinking about tons of clothes which are in good condition and are waste our world without any purpose instead of being trash, and preliminarily they pollute water and soil while getting ready to be processed.

Is that not the right time to welcome those people, who have a throw-away mentality into reality? But how, are there enough sustainable models which encourage and advise especially young people between 12-17 not to fall into the traps of professional fashion brands marketing?

On the other hand we should consider that this generation who grow up in the information age, are much more informed and encounter more choices than the consumers of previous generations. We/They are the most idiosyncratic group of people who are an important target group for fashion businesses to reach and manipulate. But researches have also shown that the Generation Y and more likely Generation Zvalue high self-esteem and care about the first impression which makes them very conscious about their appearances.

Finally, I must admit I may be also one of them who buy sometimes clothes to ‘reward’ myself.

P.S. Mister Sheik here is my address: 11 Wall Street, NY 10005, USA I need an eco-friendly shirt.  I “wanna” reward myself, but just send me a Book called The Dirty Side of Garment Industry.