Scandinavian MANScandinavian MANScandinavian MAN
Style, innovation & equality

110m2 wall mural questions the fast fashion’s existence

”The message is bold, but this matter demands drastic measures.”

Edited by: Johan Magnusson

In a time with increasing consumer awareness on the impact of the apparel industry, yet many fashion players increasingly bending the notion of sustainability to meet demand.

The team behind Swedish Asket felt is was time to confront the harsh realities of fast-fashion and wake people up to the current era of hyper-consumption, that is inherently unsustainable.

The fashion industry produces 100 billion pieces of clothing every year.

After one year, 60% has ended up as landfill or being burnt.

The wall mural is located on Svartensgatan at Södermalm in Stockholm and will remain there for the next four weeks.

— The message is bold, but this matter (the over production) demands drastic measures. The fast fashion industry’s cosmetic actions is not enough. These companies need to change their entire business model, increase their quality to prolong their life span and secure a fair source, says Co-founder August Bard Bringéus.