Prochaine is Pro Change
We’ve said it before, and we’ll say it again; at Prochaine, we are pro change. Let me tell you why... Without change, the sun does not rise nor set each day, nothing happens, nothing moves forward, and nothing can progress. Change is at the core of progression.
For us, we want to change the fashion industry and our collective approach toward shopping, fashion and consumption. We are not going to sit here and tell you not to shop, because well firstly how hypocritical? But also, shopping is ok! It helps the economy, it provides an income for people to feed their families, pay their bills, and we all need to wear clothes (ok, technically you don’t have to.. But I’m not sure how your colleagues would take that), and most importantly, we all want to feel our best! What we do want to change is the fast-fashion approach of buying a top, dress, whole outfit for one occasion and then throwing it away shortly.
One of the many problems with fast-fashion, and I know you’ve heard it before, is that the prices are low because the skilled artisans who make those clothes don’t get paid. Another reason is because the fabrics used destroy the planet (did you know that 70 million barrels of oil are used every year to make polyester for fabric production) and are cheaper for companies. Now I don’t want to be that boring relative who gets stuck on a subject at a big family event.. but the final problem that I’m going to talk about is the fact that 82% of clothing sold every year ends up in landfill. That means only 18% of clothing sold every year actually gets worn, kept, recycled, upcycled, anything! When you think about it like that it’s pretty shocking and disturbing.
So rather than buying something to wear once that you only ‘kinda-like’ or that ‘doesn’t make you feel too fat’ why not spend a little more and get something fantastic? I realise that may sound very privileged, and I understand that we can’t all afford it, but if it’s something you love and save for you will wear it more. And guess what.. You’ll also get better value for money! Because with fast-fashion, the quality is as low as the price, so if you spend a little more (and I’m not talking thousands, or even hundreds more.. Just more than £1..) the item will likely last longer, be more flattering and a higher quality.
I guess, in the end, what I’m trying to say has already been put so eloquently by the wondrous Vivenne Westwood: Buy Less, Choose Well, Make It Last.
And that is why we’re so pro change, and why we want to change the industry. We are not original in this mission, but we’re determined and we hope you are too.