The Environmental Impact of Election Apparel

Can the merchandising of elections be made more environmentally friendly?

Nicole Najafi and Kiana Toossi, founders of Merch for America, have sold out of all of their ’90s-inspired Biden-Harris sweatshirts. That’s good for the campaign and its supporters, but not so great for the environment.

“I definitely don’t want to greenwash what we’re doing here,” Najafi wrote in an email to Vogue. “So, I’ll just say this: The most sustainable aspect of these sweatshirts is that they helped elect a president who will take action on climate change.”

Fashion, especially the recent rise of “fast fashion” – inexpensive duds produced quickly by retailers such as H&M, Zara and Forever 21 to meet swiftly changing trends – has resulted in tons of greenhouse gas pollution during production and waste after the garments are discarded. According to management consulting firm McKinsey & Company, textile production still accounts for 6% of total global greenhouse gas emissions and 10% to 20% of pesticide use. It’s also responsible for 20% to 35% of microplastics that end up in the oceans.

Fortunately, there have been moves within the marketplace to reduce waste. As one example, in June, Zalando SE, Europe’s largest online-only fashion retailer, announced that brands will have to meet sustainability and social impact standards in order to be able to sell on its platform.

Here are ways to limit the environmental impact of event merchandise by extending its use. Consider these suggestions for end-buyers and their intended recipients:

1. Create classic designs: “We tried to use designs that are timeless as much as possible,” designer Abrima Erwiah, founder of voter registration initiative Fashion Our Future 2020, told Vogue. “For example, many of the masks we made didn’t say ‘Vote’ on them, but rather had the red and blue colors or had red with stars or blue with stars, designs like that, that are patriotic but at the same time not necessarily tied to an election. … We also use leftover materials and upcycled as much as possible to try to reduce waste.” 
2. Give the garments a refresh: Add designs to the merchandise to bring it back to life, says Ayesha Barenblat, founder of Remake, an advocacy organization for better environmental and social practices in the fashion industry. “If you’re crafty or creative,” she told Vogue, “I’d suggest hopping onto Pinterest, TikTok or YouTube for a world of DIY how-tos. Perhaps you could sew fun patches on it, paint it, tie-dye it – the options are really endless.” 
3. Pass them on consciously: Barenblat also suggests reselling the garment or accessory to a resale site like Depop or Poshmark, giving it to a friend or family member, or taking it to a clothing swap, even a virtual one; many general donations end up in landfills. Give it another use, such as a dishrag, knotted rug or quilt; MemoryStitch will create one for you.