Fast fashion is one of today’s major environmental and social challenges. It contributes to climate change, excessive resource use, growing textile waste and unfair labour practices. While many young people are deeply concerned about sustainability, the allure of cheap prices, constant advertising and social media trends can make fast fashion hard to resist. The new Erasmus+ project Sustainable Advocates aims to address this gap between values and everyday behaviour, helping young people to better understand the real impact of their clothing choices and encouraging more responsible consumption.
“Fast fashion is designed to be quick and disposable, but its impact on people and the planet lasts much longer. Through Sustainable Advocates, we want to give young people the knowledge, digital tools, and confidence to question their habits and make more responsible choices that they can carry into both their personal and professional lives,” says a representative of WeLearn.
Coordinated by Valmiera Development Agency (Latvia), the project will run from September 2025 to November 2026, in partnership with Sustainability InnoCenter (Sweden) and WeLearn (Ireland). Together, the partners will create engaging infographics about fast fashion and its sustainable alternatives, organise a 30 – day “No Fast Fashion Challenge” for young vocational education and training (VET) learners, and share their experiences via social media campaigns and digital storytelling. The project will also produce policy briefs based on its findings to help educators and decision-makers integrate sustainability and responsible consumption into VET education.
“Young people often care about sustainability, but they don’t always have the tools to turn good intentions into everyday action. Sustainable Advocates helps bridge that gap in a practical and accessible way,” says a Valmiera Development Agency representative.
“By combining behavioural insights, digital tools and real-life challenges, we want to make sustainable fashion choices easier and more appealing for young people,” adds a partner from Sustainability InnoCenter.
As a result of the project, young VET learners will gain greater awareness, critical thinking skills, and practical knowledge to make more sustainable fashion choices. Educators will receive ready-to-use learning resources, while policymakers and stakeholders will benefit from evidence – based recommendations. Ultimately, Sustainable Advocates aims to reduce overconsumption and textile waste, while supporting Europe’s transition towards a more sustainable and responsible fashion system.
Prepared by,
Valmiera Development Agency