The Impact of Fast Fashion and the Need for Sustainable Practices: Insights from Mick Manatee

Mick Manatee, widely recognized for his exceptional creativity and determination, has channelled his passion for media and advertising into founding after-school media activities and competing in numerous business advertising competitions. Through these endeavors, he aspires to launch his own company.

Presently, Mick stands out due to his remarkable achievements across academic competitions and extracurricular engagements. Academically, Mick has showcased his versatility by securing first place in his school’s film, music, and dance competitions, complemented by impressive grades: an A* in Art and Design, and an A in IGCSE Mathematics, Physics, and Music. Extracurriculars, he has excelled in notable competitions such as the nationwide Case competition, where he devised a business plan for a well-known Thai seaweed snack brand, and the Global Youth Entrepreneurship Challenge (GYEC), a 12-hour online business idea contest that draws participants from high schools worldwide.

On a personal level, Mick’s leadership shines through in his passion for music; he not only composes his songs but also leads his band, performing at school fairs and music festivals. Additionally, he engages in music therapy, visiting elderly homes to play music and studying the impact of music on emotions.

Mick is particularly concerned about the lack of education and media coverage on sustainable fashion, which leads to Gen Z’s unawareness of its environmental and social benefits, sustaining pollution from the fashion industry. As Emeka Ogbonnaya pointed out on LinkedIn, “Without proper education on sustainable fashion and its relationship with climate change, future generations may continue contributing to waste, overconsumption, and pollution prevalent in the fashion industry.”

In response to this challenge, Mick has outlined a comprehensive solution: to create a sustainable and ethical street fashion brand that educates and empowers Gen Z to make environmentally and socially conscious fashion choices. This initiative leverages academic research, extracurricular leadership, and a personal commitment to sustainability to reduce pollution and promote the benefits of recycled materials and ethical sourcing.

Some important facts:

• The fashion industry is responsible for 8-10% of global greenhouse gas emissions and produces 20% of global wastewater​ (UNECE)​​ (UNEP - UN Environment Programme)​.

• Each year, the fashion industry contributes up to 35% of microplastics in the ocean due to synthetic fibers in clothing​ (UNEP - UN Environment Programme)​.

• The industry is expected to generate 148 million tons of fashion waste by 2030​ (UNECE)​.

• The average consumer today buys 60% more clothing items than they did 15 years ago, but each item is kept for only half as long​ (UNECE)​.

To create a sustainable and ethical Street Fashion brand that educates and empowers Gen Z to make environmentally and socially conscious fashion choices, leveraging our academic research, extra-curricular leadership, and personal commitment to sustainability to reduce pollution and promote the benefits of recycled materials and ethical sourcing.

Mick's initiative follows the ECOFASH framework:

Ethical- Promoting Responsible Practices

Create- Innovate Unique designs

Original- Embrace authenticity & indifferences

Focus- Aiming for excellence

Access- providing inclusive fashion

Sustainability- Committing to eco-fashion materials

Harmonize- Balancing style and values 

To achieve these goals, Mick's initiative includes offering custom design options and AI-driven recommendations, providing fashion sustainability badges, organizing eco-friendly challenges, and conducting virtual workshops. The project also plans to crowdsource designs and seek feedback from industry leaders and professionals.

The impact of Mick’s project is closely aligned with several Sustainable Development Goals (SDGs). For SDG 4 (Quality Education), the project aims to raise awareness, provide resources and workshops, and integrate sustainability into school curriculums. In support of SDG 8 (Decent Work and Economic Growth), the initiative will support fair labor practices and promote brands that prioritize worker rights. For SDG 12 (Responsible Consumption and Production), the project will reduce fashion waste, promote recycled materials and ethical sourcing, and educate on the impacts of fast fashion. Finally, to address SDG 13 (Climate Action), Mick's initiative will advocate for a lower carbon footprint, promote low-carbon production methods, and encourage eco-friendly practices.

Mick Manatee's capstone project reflects his dedication to sustainability and ethical practices in the fashion industry. By leveraging his academic and extracurricular experiences, Mick aims to educate and empower Gen Z to make informed fashion choices that benefit both the environment and society. His strategic roadmap and clear alignment with the Sustainable Development Goals (SDGs) demonstrate a comprehensive approach to addressing the pressing issue of fashion industry pollution, positioning his project to make a significant impact on future generations.