Reframing Consumption Through an African Craft Lens
Exploring Consumerism in Fashion: Key Ideas from Elizabeth Joy
In our debut issue of Unrushed, we explore Elizabeth Joy’s thought-provoking article “How Much is Enough?”. She discusses how our consumer culture constantly pushes us to desire more — more clothes, more trends, more novelty, even when it’s harmful to the planet and unfulfilling for the soul.
Key Takeaways from the Article
– Fashion mirrors our consumption habits, we’re encouraged to keep buying, regardless of need.
– Overconsumption exists even in sustainable fashion. Swapping fast fashion for ethically made pieces doesn’t solve the deeper issue of consumerism.
– The solution lies in shifting from quantity to quality and from trend-chasing to conscious ownership.
How Slow Fashion is Rooted in African Craftsmanship
For many African artisans and slow fashion brands, the idea of ‘enough’ has always been connected to intentionality and storytelling. We don’t create our pieces for mass production or to follow fleeting trends, we craft them to last, to connect, and to carry cultural memory.
But African makers aren’t immune to the pressures of global consumerism. Imported fast fashion continues to flood markets from Lagos to Nairobi, making it harder for locally made goods to be seen and valued. Even small brands feel the need to keep up, sometimes compromising their roots to match fast-paced demand.
This conversation reminds us that we must reclaim the values of sufficiency, tradition, and sustainability, not only in how we shop but also in how we create.
The Craft Angle: Enough is in the Making
In our Lagos-based workshop at O’Eclat Designs Co., we often pause to ask: “Are we creating just to sell, or are we crafting to serve?” Our answer shapes how and what we make.
To us, ‘enough’ means:
– Producing only in small batches
– Championing indigenous fabrics like Aso Oke and Adire in ways that honour their origins
– Choosing timeless designs over seasonal trends
Every handbag we create is made with skilled hands, locally sourced materials, and deep respect for both tradition and innovation.
Call to Thought: What Does Enough Mean to You?
Is ‘enough’ the number of pieces in your wardrobe? Or is it about how each one makes you feel, who made it, and what it represents? Let us know in the comments, we’d love to hear your thoughts.
