‘All we need is less’ – Zero Waste Europe demands urgent action on fashion frenzy stripping the planet off its finite resources


04 Sep 2023


Brussels, 4 September – A new paper by Zero Waste Europe is demanding a concerted effort by governments to bring the fashion textile sector back in harmony with planetary boundaries, outlining a list of entry points for the transition towards sufficiency. 

The paper, entitled “A Zero Waste Vision for Fashion” examines the building blocks for a sustainable transition in the fast fashion industry. Central interventions are a ban on the destruction of unsold goods, targets on waste prevention and resource use as well as financial incentives for producers. 

The global shift from a linear economy to a circular one has long been touted as the answer to combat the overconsumption of precious natural resources. However, addressing this challenge also requires an overall reduction of material use. Policymakers must recognise major polluters’ market influence and move beyond blaming consumer choices.

Theresa Mörsen, author of the report and Waste & Resources Policy Officer at Zero Waste Europe, said, “We cannot rely on so-called consumer behaviour ‘nudges’ to cut down on fashion consumption. The cause of our current waste crisis lies with the fast fashion business model that relies on selling large volumes of trendy items. We must have a robust regulatory framework that allows consumers to live well – and dress well – within planetary boundaries.”

The paper’s three pivotal interventions for policymakers are to enforce legal frameworks that work, drive change through financial incentives, and spread awareness about the sufficiency wardrobe. 

More precisely, the paper suggests setting a target for textile waste reduction of one-third by 2040 in comparison to 2020. It also calls on the EU to transform its waste legislation into a ‘Resource Framework Directive’ in line with a 1.5-degree target, taking inspiration from the EU Member States that have already ventured ahead to reduce their material footprint.

A series of initiatives could be integrated to reshape industries, such as Extended Producer Responsibility (EPR) programs that promote prevention, repair, and reuse as well as imposing environmental taxes on virgin materials, particularly virgin plastics. In recent years, the rapid growth in the fast fashion sector was fueled by cheap synthetic fibres from fossil resources and manufacturing in regions with lax labour and environmental standards. Setting the price right is an essential lever to address this. 

However, without engendering a culture of sufficiency via measures such as restricting fast fashion advertisements and making repair and reuse more attractive for consumers and businesses, the transition cannot succeed.

“While the textile sector’s transformation is a critical milestone,” Mörsen continued, “it’s important to recognise that it’s only part of a broader economic shift toward sufficiency, well-being, and resilience.”

The paper urges governments to take proactive steps to adopt best practices and realign the textiles sector with the planet’s physical limits.




Notes to Editors


  • Link to the paper: https://zerowasteeurope.eu/library/a-zero-waste-vision-for-fashion-all-we-need-is-less/
  • This paper serves as the inaugural chapter in a two-part series exploring fashion and textiles along the entire value chain. The first chapter emphasises the need to curtail production and consumption, while the subsequent instalment will delve into circularity, covering optimal design, use, reuse, recycling, and end-of-life treatment of garments.


Press contacts 


Sean Flynn, Media Outreach & Communications Officer at Zero Waste Europe, [email protected] or [email protected] / +32 471 96 55 93


Theresa Mörsen, Waste & Resources Policy Officer at Zero Waste Europe, [email protected] 


About Zero Waste Europe 


Zero Waste Europe is a European network of communities, local leaders, experts, and change agents working towards the elimination of waste in our society. Advocating for sustainable systems and the redesign of mankind’s relationship with resources, they accelerate a just transition towards zero waste for the benefit of people and the planet. www.zerowasteeurope.eu