Alana McPake

University of Glasgow

Sustainability’, ‘eco’, ‘zero waste’ – once the terminology of a concerned few; now key concepts in global consumer conversations. Awareness of the negative impact of mass production and consumption on our natural and social environments is growing, and corporate and individual outlooks alike are evolving. Yet many of the practices championed in media and consumer fashion discourse are adaptations or revivals of historical practices. By charting clothing production and consumption attitudes and practices in Britain since WWII, we can better understand how we arrived at this stage and ask whether today’s challenges truly can find their solutions in the past.