Conscious consumption day

See, many aware individuals have already understood that excessive consumption in fashion is a burden on our environment. However, not everyone has yet perceived that climate regulations will reach the fashion industry starting next year, permanently changing it from both the producer’s and consumer’s perspective. Many of us have also not considered the power consumers have with their everyday choices. And what exactly is wise fashion consumption?

Curious listeners can gather more information on this topic at the Conscious Consumption Day, jointly organized by Viru Keskus and the Estonian Fashion Festival, which will take place at Viru Keskus on Thursday, September 26th.

The full-day program includes showcases of sustainable fashion brands, solutions for textile waste issues, and care services that extend the lifespan of your beloved products. On the Food Hall stage, at 2:00 PM and 6:00 PM, there will be screenings of the thematic film “Stracci,” which raises sharp issues in the fashion industry while offering possible solutions. The film is in Italian with English subtitles.

The highlight of the day will be thematic panel discussions held from 3:00 PM to 6:00 PM with Estonia’s leading scientists, innovative fashion creators, and brand representatives.

In a discussion moderated by Liisu Lass at 3:00 PM, you’ll hear from Kerli Kant-Hvass, a circular economy developer, along with Tiia Plamus, head of the Textile Technology Laboratory at TalTech, textile and circular economy researcher, and associate professor of textile technology, as well as visions from UPN Kymmene’s Vice President Kaupo Kukk about the legal regulations ahead of us and the innovations that can help achieve these challenging goals.

At 4:00 PM, the panel will continue as Cärol Ott, the designer awarded the most sustainable designer of EFF 2024, alongside Katrin Kuldma, a veteran of Estonian quality fashion, Sportland Group’s ESG manager Nelli Pormeister, and Kristel Martis, marketing and communications manager of Viru Keskus, will discuss how fashion consumers can make better decisions in a rapidly changing environment and what the role of companies and brands has been and will be in the future.

At 5:00 PM, Kaie Kaas-Ojavere, co-founder of the company KIUD, together with designer Karin Kreek from the Estonian fashion brand WOOLISH, retail manager of the Uuskasutuskeskus (Re-use Centre) Kerli Reinsberg, and founder and director of the Estonian Fashion Festival Key Külaots, will dive into tips for caring for your beloved garments and solutions to the textile waste issue.

Participants can also engage in practical re-design workshops, where Cärol Ott will conduct a value-adding recycling workshop alongside the talented Aljona Eesmaa, Kitty Florentine, and Marta Lotta Kukk in front of the audience. All those interested can participate in a workshop on visible mending, conducted by Marta Konovalova. The workshops will take place in the atrium of Viru Center from 6:00 PM to 8:00 PM.

Come, listen, and think along!