One of the biggest challenges facing the environment today is the so-called ‘fast fashion’ wave that has swept the clothing industry. Fast fashion is an approach to the production and marketing of clothing that aims to get the consumer to wear clothing as briefly as possible before making new purchases.

The approach appears to have been overwhelmingly successful, as the average consumer today buys more than 60% more clothing annually and keeps it for half as long compared to just 15 years ago. But this ultimately unnecessary over-consumption is disastrous for the environment. With a predicted increase of textile and clothing production of 60% over the coming decade, it’s clear that our planet won’t be able to withstand such consumption of raw materials, or for that matter the emission of about two billion annual tons of CO2 to come along with it.

Economists and environmental experts tell us we must rethink how to produce andconsume our products. A more circular economy in which goods and raw materials are used and re-used more is one way forward, but an additional part of the solution will be giving consumers a personal relationship with their apparel. As entrepreneur, economist, and lawyer, Gisa Schosswohl, says in an interview with EU Research & Innovation Magazine: “I envision a future in which the consumer is fundamentally involved in making their own clothes. By creating a direct relationship between the clothes and the consumer, the shelf life of any given clothing piece will increase exponentially.”

Precisely such a direct relationship is what we at Jet Sport help create through our custom prints that allow our customers to design their own unique creations. A standard product off the store shelf is hardly cherished and well-treated, but a custom-made product the consumer has spent time and money designing and ordering herself will be treasured and used for a long time.