Fashion with Higher Consciousness
Under the spotlight that illuminates pollution, the textile sector and the fashion industry step out of the shadow of glamour and trends, revealing themselves as some of the most problematic and largest polluters in the world.
With the expansion of fast fashion, clothing is increasingly treated as a disposable product with an extremely short lifespan. This linear economic model “buy–use–throw away” driven by mass production and aggressive marketing, generates enormous amounts of waste and depletes resources at an alarming rate. Textile production is a water-intensive process that requires high water consumption, extensive use of toxic chemicals, and significantly contributes to greenhouse gas emissions. As an additional threat, synthetic materials (polyester and nylon) release microplastics that enter aquatic ecosystems, move through the food chain, and ultimately end up in the human body.
Awareness challenges: An incomplete picture of the harm
The initiative “Fashion with Higher Awareness,” implemented by the Institute for Good Governance and Environmental and Climate Change Policies (IPEC) in cooperation with NGO Info-centre, within the EU-supported project “Alliances for Active Citizenry,” explored the level of awareness among Macedonian citizens regarding the environmental consequences of the textile and fashion industry.
The online survey, conducted from 28 October to 1 November 2025, reveals that although citizens recognize the harmfulness of this sector, they lack concrete and precise information about its full environmental footprint. The demographic structure shows a predominance of women (93.5%), with men accounting for 4.8% and 1.6% identifying as “other.” Nearly half of respondents are over 45 years old (48.4%), followed by those aged 36–45 (37.1%). Young people up to 25 years old account for only 4.8%.
When asked about the ways in which the textile industry pollutes, 72.8% believe it generates waste and contributes to soil degradation, while 67.7% point to water and soil pollution with toxic chemicals. More than half (58.1%) recognize high water consumption, and 25.8% associate the industry with greenhouse gas emissions. However, only 20.9% are aware that all of these factors together contribute to the catastrophic environmental impact of textile production.
Alarming figures: Water as the hidden victim
Differences in perception are most pronounced regarding the water footprint. For example, the majority of respondents (58.1%) incorrectly estimated that producing one cotton T-shirt requires about 100 liters of water. This contrast sharply with the real figure—approximately 2,700 liters—identified by only 11.3% of respondents.
Knowledge about materials is also incomplete. While 61.3% recognize the environmental advantage of organic cotton, a surprising 19.9% believe synthetics are the best option. Awareness of viscose is limited—58.1% mistakenly think it is produced synthetically from plastics (instead of a biodegradable material derived from wood pulp). Nevertheless, a majority (62.9%) correctly understand polyester’s role in releasing microplastics, especially during washing.
Fashion habits: Desire for change and an age gap
It is encouraging that citizens show strong interest in changing fashion habits. A high percentage (74.2%) say they always ask themselves whether they really need an item before purchasing it. Only 19.4% buy impulsively or on sale, and 3.2% do so to feel happy or follow trends.
Awareness of careful choice is directly linked to age. Older respondents think about quality and are ready to introduce changes when buying clothes, while younger people most often buy impulsively—positioning them as a priority group for future educational campaigns.
Overall, more than half of respondents (59.7%) express a desire to adopt more sustainable habits but note a lack of ideas and inspiration. The potential for circular fashion is significant—69.4% would wear second-hand clothing—indicating strong motivation, further confirmed by the fact that 91.9% want to read more about sustainable practices.
The survey shows that the country has a solid foundation for introducing and expanding sustainable fashion concepts. Although knowledge gaps exist, citizens are motivated for change but need more information, education, and systematic, structured support.
Roadmap to sustainability: Recommendations for action
Based on the survey results and insights, IPEC offers several recommendations for citizens, institutions, and the fashion industry.
Educational campaigns are needed to raise public awareness of real resource consumption and the environmental footprint of clothing (water and energy use, chemicals), as well as the harmful effects of microplastics and synthetic fibers. It is especially important to design campaigns and initiatives for young people through digital platforms, social media, and interactive approaches to sustainable fashion. In addition, organizing workshops and public events will help directly introduce concepts such as circular fashion, reuse, upcycling, and sustainable materials.
Encouraging conscious purchasing is the foundation of sustainable fashion. Before every new purchase, we should ask ourselves: “Do I really need this?” Citizens should be guided toward quality, timeless clothing that can be worn longer and does not go out of style—reducing impulsive consumption, especially among young people.
Buying and using second-hand clothing, as well as clothing swaps at private and public events, extends the lifespan of garments and reduces waste. It is also crucial to promote the use of organic and biodegradable fabrics—particularly organic cotton and viscose—in clothing production and use.
Supporting local eco-businesses that apply sustainable practices is essential for developing circular models, as is encouraging the repair and upcycling of existing clothing instead of discarding it.
Developing policies that stimulate responsible consumption and a circular economy in the textile sector is necessary for long-term impact. Institutions should support local initiatives and businesses through financial and administrative incentives.
For a lasting effect, IPEC emphasizes the need for a combined approach: citizens adopting conscious and sustainable fashion habits, businesses applying circular and eco-friendly practices, and institutions supporting them through policies and incentives. Only through such joint action can the country build a sustainable and circular fashion culture with tangible positive effects on the environment.
Author: G.N.
This article was prepared with the support of the European Union within the project “Alliances for Active Citizenry.” The content is the sole responsibility of the author and does not necessarily reflect the views of the European Union.
