Fashion Waste Serie – Conversation with Annie

love fashion hate waste

We start our blog serie about Fashion Waste with Annie Ashwell, the founder of Home Of Eco who answered our questions and contributed to our campaign #LoveFashionHateWaste.

“Did you know 300,000 tons of clothes are wasted in the UK each year? It’s unthinkable! Therefore, I’m standing with @amaella_lingerie and their #LoveFashionHate Waste campaign. There are so many amazing movements raising awareness of this issue but isn’t it great to also show our love of fashion? I adore it and would be desperately sad without it! However, the facts don’t lie and it’s leaving a devastating path of destruction behind. Consumers hold the power so why not ask more questions and slow down the demand for fast fashion?”

Discover her thoughts and tips in this interview.

Don’t hesitate to comment and share your own stories, by using the hashtag #LoveFashionHateWaste!


Do you think we talk enough about fashion waste nowadays?

There is certainly much more conversation around fashion waste now which is fantastic. Organisations such as Fashion Revolution have worked tirelessly to push this message through since the Rana Plaza collapse and it’s so inspiring to see the following they have gained and the fearless campaigns they produce. However, I strongly feel that fashion waste should be spoken about on a bigger scale to a wider audience as it has a huge impact on everyone.


What do you find most annoying about fashion waste?

For me, it’s the carelessness of it. I absolutely adore fashion but it has created a monster! There is simply no need for the production scales or speed that brands are forced to abide by today. There are a huge amount of clothes already out there being wasted which need utilising and our demand for new trends every couple of weeks needs to change.


Do you have any ideas/suggestions to reduce fashion waste? (your 5 top tips)

My top 5 tips would be:

1. Give yourself the time to make an educated purchase. Whilst this can be off putting, you will love that item so much more for the effort you have put into it’s history.

2. Buy less! This is simple but just think before you buy and question how many uses you will get from it.

3. Work on creating a capsule wardrobe. This will give you less demand to keep up with fashion as you will be wearing your own style which is actually very empowering! PS. don’t expect this to be an overnight job. I’m still working on mine!

4. Join the Fashion Revolution moment and ask, ‘Who made my clothes?’ If you discover some information about your favourite brand that doesn’t agree with your morals, don’t stop shopping with them – simply contact them asking them why. We need to spell out this concerns to brands as missed sales could be pinned on a whole host of reasons.

5. Get creative! Up-cylcing is a fantastic way to create a truly original piece of clothing that nobody has!

Can you tell us more about your “slow fashion journey”?

My journey started back when I was a fashion student and I was shocked to see my peers rushing out every week to get the latest capsule collection from a high street retailer. I tried to keep up for a short period but after a few weeks when I had a huge pile of once-worn clothes, I started to question why I was doing it and where it would all end up. This planted the seed for Home of Eco and the reason I work so hard trying to connect people to responsible brands is because it matters! We shouldn’t be supporting a fast fashion movement that causes so much destruction every step of the way.


Thanks Annie for answering our questions and contributing to AmaElla campaign against fashion waste.