Swishing

This new social movement is spreading fast with new online communities, regular swishing events and mass media coverage. It arguably helps promote the three r’s of environmental godliness: reduce, reuse, recycle. Despite this, there are some who have argued against the claim that swishing is an ecological victory. Whether green-glam or green-wash, swishing is certainly fun and I set out to find out more.

Clothes-swapping events are by no means new, but Futerra, a PR company specialising in promoting the sustainable message, came up with an idea of setting up regular events, turning it into a party and naming it something much more fabulous…hence ‘swishing’ was born! You can picture it now: great music, nibbles and champagne, but most importantly, gorgeous clothes, for free! What more could a girl want? The only rule is that everyone must bring at least one good quality item; whether a bag, belt, boobtube or bolero, one must feel proud to hand it on. Clothes and accessories are hung and strung around the party room for all to see and are allowed to rummage through for an hour or so, but not take anything. Then, the count-down to the opening of the swish begins…3, 2, 1… and boom! Anyone can grab anything they can get their hands on, to keep forever!

The benefits for us girls are clear – combining clothes with chatting, partying and a guilt-free conscience. But should it really be guilt-free? And what about the potential benefits to the environment?

We live in a consumer culture of fast fashion. The impact of buying new clothes is enormous, but all-too-often overlooked. An unimaginable 700,000 tons of shoes and clothing are thrown away in the UK each year, which goes straight to over-used landfill sites. These sites damage the surrounding environment and can release greenhouse gases, contributing to climate change. All of this is without mentioning the inhumane conditions some of the clothes were made in.

With this in mind, it is essential that we reduce the amount of clothes we buy (don’t be a fashion victim- only buy what you need and what will last fashion seasons and wear-and-tear), buy ethically (Fair Trade and organic), reuse (try swishing!) and recycle clothes (when you have tried mending them).

Swishing clearly fits into this hierarchy of waste reduction, but some are cynical and claim it is ‘greenwashing’ as it reinforces the retail habit. However, if the swish stops people buying one thing that they do not need, then the swish was a success. But why not just give those unwanted jeans to a charity shop? Well giving to and buying from charity or second hand-shops are things that can also have feel-good-factor fashion. Swishing is something that can be done in addition.

By some it is considered an art, for others it’s a fashiontastic eco-friendly activity; one thing is for certain, swishing is catching on. It will not save the world by itself; it will save money and resources, and is a small, but much-needed step towards making the world a more environmentally-conscious place.

For a fantastic fusion of bargain-hunting and ethical shopping, try a swishing party! (See swishing.org for more information).

Article written by Rosie Helson