The European Union’s decision to ban the destruction of unsold clothing, which comes into force on 19 July, is an important step. It recognises that perfectly usable garments should never become waste simply because they failed to sell.
But perhaps it also highlights a bigger issue.
If fashion is producing so much that governments need to legislate against destroying unsold stock, are we simply making more clothing than the world actually needs?
For me, this question has always been personal. Having been born in Chile, I have watched the Atacama Desert become known not only for its extraordinary landscape, but also as a destination for unwanted clothing from the Northern Hemisphere. Mountains of discarded garments have become a symbol of global overproduction, reminding us that fashion’s environmental impact often extends far beyond the places where clothes are designed or sold.
The answer is not simply finding a different way to dispose of unsold clothing. It is reducing the need for surplus production in the first place.
At Pinto Hervia, every garment begins with that philosophy. We design fewer pieces, work with carefully selected natural fabrics and manufacture in England with longevity in mind. Rather than chasing seasonal volume, we believe clothing should earn its place in a wardrobe through quality, versatility and considered design.
Sustainability is often discussed in terms of recycling, resale or circularity. These all have an important role to play. But the most sustainable garment may simply be the one that was designed well enough to be worn for many years.
The EU’s legislation is welcome. Yet the greatest opportunity for change lies further upstream, in the decisions we make before a garment is ever produced.
Because the most sustainable clothing is rarely the garment we recycle.
It is the garment we never needed to replace.
