European cities are taking bold steps to combat fast fashion locally, even without strong governmental directives, as highlighted in a new report by Zero Waste Europe (ZWE).
The report titled ‘Cities and Consumption: Local Solutions to Curb Textile Waste and Combat Fast Fashion’ showcases how municipalities are addressing textile waste and promoting sustainability while discussions on the EU’s Waste Framework Directive (WFD) continue. Cities are implementing measures such as restricting public advertisements to reduce consumerism, offering repair incentives to reimburse garment repairs, supporting clothing libraries and product-sharing models to minimise waste, and hosting sustainable fashion events to unite ethical fashion advocates.
Examples of local leadership include Turku in Finland, which has invested in textile circularity infrastructure and joined over 30 global mayors in signing the Slow Fashion Declaration. The city calls for systemic change and stricter regulations to challenge fast fashion multinationals. In France, Nantes provides public funding for a ‘Slow Fashion Training’ programme developed with Audencia’s Positive Impact Chair, raising awareness of fast fashion’s social and environmental costs. Meanwhile, the Flanders region in Belgium supports reuse initiatives through social enterprise schemes, offering wage support for textile collection, sorting, and reuse. Flanders has also achieved an 8 kg per capita reuse target through its dedicated reuse centres.
ZWE, a European network dedicated to sustainable resource use and waste elimination, encourages local authorities to adopt these innovative strategies. By leading at the grassroots level, cities are tackling the environmental impacts of fast fashion and inspiring systemic change.
