Shopping at Target Doesn’t Make You A Bad Person.

Today, I'd like to dispel a myth. Why can I do this? 'Cause I was one of the people perpetuating it—well, up until recently that is.

I had definitely backed myself into an uncomfortable corner: I thought that the opposite of the evils of consumerism and fast fashion was shopping exclusively at ethical brands.

But, that’s not true.

That’s like saying that the opposite of eating poorly is buying strictly organic and locally-sourced food. But, the problem is that you can have a bad diet by eating large quantities of exclusively organic food too. This means that the heart of the problem isn’t the type of food being bought, but the habit of eating itself.

Bad shopping habits can look just the same. You don’t end the cycle of endless American consumerism by being a consumer at simply better brands. You can have a shopping problem by shopping excessively at the best of brands as well.

Picture these two scenarios:

You need a black tank top for the summer. You walk into Target with that tank in mind. You go in, try on a few, leave with the tank for $10 and grab some toilet paper on the way out. Done.

You need a black tank top for the summer. You’re on your computer one evening and you see there’s a sale at Everlane. Quality, ethical clothing? Check. And now there’s one of those rare sales? (The temptation heightens). You get online and browse and then buy 2 t-shirts, a dress, and a pair of loafers cause they’re Everlane and beautiful and you’ll wear them... eventually…

One of these scenarios isn't conscious shopping. And surprisingly it isn’t the one that happened at Target. You can shop intentionally at any store, and you can also shop like a trapped consumer at an excellent brand. The truth is, it's not about the brands, nor is it about trendy words and phrases like capsule wardrobe and minimalism.

The opposite of consumerism is a healthier shopping routine with a renewed mindset of buying intentionally, and new habits of consciously thinking about our closets and purchases.

Don't worry, we love and appreciate ethical brands. We’re just dispelling the myth that transforming the fashion industry means only buying ethically made, high-end pieces. The truth of the matter is that transforming the fashion industry simply means continuing to shop with intention - at any store! It begins (whether at Target or Everlane) by looking at a dress you don’t need and choosing to walk away…