Why Ethical & Sustainable Fashion Matters More Than Ever

How much clothing waste is produced annually in the UK?

Data from GREENMATCH, shows the UK throws away a staggering 350,000 tonnes of clothing a year - let that sink in! Most of it ends up in landfills or incinerators. What happens to your cheap clothing returns? They get bundled up and shipped abroad to third-world countries. That’s a staggering amount of waste—waste that could be avoided through better production practices, smarter consumer choices, and a shift towards ethical, sustainable fashion.

With Surf City Cycles, I am trying to do things differently. I’m not here just to make great-looking gear—I want to make as much of a difference as I can.

The Environmental Impact of Fashion

Fast fashion has a huge impact on the planet. It uses massive amounts of water, energy, and raw materials. Polyester-based clothing sheds microplastics into our oceans, and cotton farming - when not done sustainably - can be incredibly water-intensive. On top of that, most clothing is designed to be disposable, it’s cheap so doesn’t matter is a shocking approach to buying clothing.

I’m committed to using more sustainable materials, reducing waste, and making gear that lasts. With a focus on organic and recycled materials and trying to make our products have a smaller environmental footprint.

Hopefully, I can encourage people to buy less but buy better.

The Human Cost of Fast Fashion

It’s not just the environmental damage, the fast fashion industry has a long rap sheet linked to unfair wages, unsafe working conditions, and exploitation. Many major brands, including some of our high street favourites, still rely on cheap labour in factories with little regard for workers' rights.

I knew from the start that I didn’t want to be part of that system. So I work with wholesalers who partner with suppliers who share this commitment. One of the criteria I look for is being a member of Fair Wear or a similar organisation. 

Making a Difference One Step at a Time

Every item produced or purchased is a vote for the kind of world we want to live in. As consumers, we have the power to shift the industry by choosing brands that prioritise ethics and sustainability.

At Surf City Cycles, I’m trying to do my bit by:

✅ Using sustainable materials like organic cotton and recycled fabrics
✅ Minimizing waste by producing in small batches, reducing overproduction
✅ Prioritizing ethical production with fair wages and responsible factories
✅ Creating durable gear that stands the test of time

Am I doing it perfectly? No. This isn’t about being perfect - it’s about making better choices, step by step.