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10.4239C14.667 10.4239 14.5901 10.4389 14.5006 10.4563L14.4668 10.4626C14.2862 10.4989 13.9831 10.5596 13.5042 10.5596C12.2636 10.5596 12.1176 10.349 12.0783 9.37285H14.4503C14.9976 9.37285 15.2418 9.15664 15.2418 8.67213C15.2418 7.64237 15.0266 6.27171 13.165 6.27171C11.5931 6.27171 10.8919 7.12946 10.8919 9.05247C10.8919 10.9297 11.5452 11.6281 13.3016 11.6281C14.0318 11.6281 14.6097 11.5152 14.8366 11.4111C14.9811 11.3495 15.1138 11.2572 15.1138 11V10.8122C15.113 10.5699 14.9748 10.4239 14.7432 10.4239Z" fill="currentColor"></path><path d="M12.0846 8.41359C12.1301 7.57715 12.4701 7.20312 13.1831 7.20312H13.1838C13.8614 7.20312 14.1661 7.56532 14.1975 8.41202L12.0846 8.41359Z" fill="currentColor"></path><path d="M31.4197 13.2932H25.348L23.7136 18.0002H20.0957L26.4898 0.198242H30.7749L37.0436 18.0002H33.1032L31.4197 13.2932ZM28.4689 3.60924L26.1405 10.5302H30.6719L28.4689 3.60924Z" fill="currentColor"></path><path d="M49.178 18L45.1885 11.925H42.4616V18H38.9421V0.621C38.9421 0.621 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class="Tagstyles__AnimatedTag-sc-13ensuq-0 Tagstyles__TagBase-sc-13ensuq-1 fBpzuk BxhkT">Mielipide</span></div><a href="/web/20240323234850/https://yle.fi/t/18-206583/fi" aria-label="Lisää artikkeleita aiheesta Muoti" class="aw-l7odld jXfkxq">Muoti</a></div><h1 class="sc-aXZVg cZXpWU yle__article__heading yle__article__heading--1">Julia Thurénin kolumni: Länsimainen ihminen ei tarvitse yli viittä uutta vaatetta vuodessa</h1><p class="aw-1gybjub aw-5vja16 jxdWmn eeXVLF yle__article__paragraph">Viiden vaatteen vuosi -haaste levisi siksi, että harkinta on kivempaa kuin täysi kieltäytyminen, Thurén kirjoittaa.</p><figure class="aw-u5oz0a clzEhy yle__article__figure"><script type="application/ld+json">{"@id":"74-20070384","@context":"https://web.archive.org/web/20240323234850/https://schema.org","image":{"@type":"ImageObject","copyrightHolder":"Jorge Gonzalez / 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srcset="https://web.archive.org/web/20240323234850im_/https://images.cdn.yle.fi/image/upload/ar_1.502824858757062,c_fill,g_faces,h_423,w_636/dpr_2.0/q_auto:eco/f_auto/fl_lossy/v1643797227/39-90958061fa5a7c16248 2x, https://web.archive.org/web/20240323234850im_/https://images.cdn.yle.fi/image/upload/ar_1.502824858757062,c_fill,g_faces,h_423,w_636/dpr_1.0/q_auto:eco/f_auto/fl_lossy/v1643797227/39-90958061fa5a7c16248 1x"/><img alt="Julia Thurén. 13.4.2021." src="https://web.archive.org/web/20240323234850im_/https://images.cdn.yle.fi/image/upload/c_crop,h_2394,w_4256,x_0,y_146/ar_1.7777777777777777,c_fill,g_faces,h_431,w_767/dpr_1.0/q_auto:eco/f_auto/fl_lossy/v1643797227/39-90958061fa5a7c16248" class="aw-1l9m598 bTKagC"/></picture></div><div class="aw-45s348 glxCAO"><button aria-disabled="false" class="Buttonstyles__ButtonBase-sc-17sr1bx-0 Buttonstyles__ButtonSecondary-sc-17sr1bx-2 blJlbw iLYbQX"><span class="Buttonstyles__TextWrapper-sc-17sr1bx-7 kWJvkV yds-button__content">Avaa kuvien katselu</span></button></div></div></div></figure><div class="aw-too27b ciQxXJ"><span class="aw-z7z0zi aw-1ba4um8 hEWAhM cjLHeC">Julia Thurén</span><span class="aw-j4ghib aw-1zflyl kRcsBq jZXdbQ">vapaa toimittaja, yrittäjä, tietokirjailija</span></div><div class="aw-1hwlbbb hGamUL"><div class="aw-kzjed4 dgiUVP yle__article__date"><time class="aw-lsqctp jPSFYl yle__article__date--published" datetime="2024-02-21T06:45:36+02:00">21.2. 6:45</time></div><div><button aria-label="Jaa artikkeli" aria-disabled="false" id="share-menu-button" aria-haspopup="true" class="Buttonstyles__ButtonBase-sc-17sr1bx-0 Buttonstyles__ButtonText-sc-17sr1bx-3 jrqhnK kvhUhF"><span class="Buttonstyles__iconSize-sc-17sr1bx-4 Buttonstyles__IconWrapper-sc-17sr1bx-6 cazOWd dPcqZv yds-button__icon"><svg width="24" height="24" viewbox="0 0 24 24" fill="none" aria-hidden="true" class="aw-wi5224 fZrvxl"><path fill-rule="evenodd" clip-rule="evenodd" d="M12.43 3.078a1 1 0 0 1 1.087.207l8.182 8a1 1 0 0 1 0 1.43l-8.182 8a1 1 0 0 1-1.7-.715v-3.855h-.008c-1.968.029-3.972.988-5.827 2.417L3.61 20.389a1 1 0 0 1-1.592-.981l.5-2.597.014-.062c.23-.883.58-1.911.986-2.865.4-.94.88-1.876 1.387-2.532.964-1.246 2.07-2.138 3.405-2.709 1.057-.45 2.219-.684 3.508-.76V4a1 1 0 0 1 .612-.922Zm1.388 3.298v3.48h-1c-1.529 0-2.727.202-3.722.627-.984.42-1.826 1.081-2.609 2.093-.351.454-.753 1.206-1.129 2.09a19.46 19.46 0 0 0-.874 2.525l.277-.213c2.023-1.559 4.445-2.798 7.028-2.833h2.029v3.479L19.57 12l-5.752-5.624Z" fill="currentColor"></path></svg></span><span class="Buttonstyles__TextWrapper-sc-17sr1bx-7 WDnuQ yds-button__text">Jaa</span></button></div></div></header><section class="yle__article__content"><aside class="aw-hvvcsw iWkivn yle__article__aside" aria-label="Faktalaatikko"><div class="aw-x2e1x8 cpdveM"><h2 class="sc-gEvEer dSgPhs yle__article__heading yle__article__heading--2">Kolumni</h2><p class="aw-1gybjub aw-1p7kakr jxdWmn ilDxnw yle__article__paragraph">Kolumneja kirjoittaa laaja joukko Ylen ulkopuolisia tekijöitä.</p><p class="aw-1gybjub aw-1p7kakr jxdWmn ilDxnw yle__article__paragraph"><a class="aw-iao6s4 drtaeR yle__article__link" href="https://web.archive.org/web/20240323234850/http://yle.fi/uutiset/18-166542" role="link">Lue kolumneja</a><br/> <a class="aw-iao6s4 drtaeR yle__article__link" href="https://web.archive.org/web/20240323234850/https://areena.yle.fi/audio/1-61222404" role="link">Kuuntele kolumneja Yle Areenassa</a></p></div></aside><p class="aw-1gybjub aw-1p7kakr jxdWmn ilDxnw yle__article__paragraph">Aika moni asia elämässä on sellainen, että kun siitä on niukkuutta, se tuntuu paremmalta. Oma aika (minulla on kolme lasta), suklaa (kyllä, edelleen ne kolme lasta) ja vaatteet. Jep, uudet vaatteet.</p><p class="aw-1gybjub aw-1p7kakr jxdWmn ilDxnw yle__article__paragraph">Vuosi sitten aloitimme ystäväni ja vaateaktivisti <strong class="aw-ak79eh hgoSon yle__article__strong">Aku Varamäen</strong> kanssa Viiden vaatteen haasteen.</p><p class="aw-1gybjub aw-1p7kakr jxdWmn ilDxnw yle__article__paragraph"><strong class="aw-ak79eh hgoSon yle__article__strong">Säännöt kuuluvat: osta vuodessa vain viisi uutta vaatetta</strong>, sukat ja alusvaatteet eivät kuulu lukuun ja second handia saa ostaa niin paljon kuin haluaa. Ja tuhannet lähtivät mukaan. Ehkä sinäkin?</p><p class="aw-1gybjub aw-1p7kakr jxdWmn ilDxnw yle__article__paragraph">Aku teki joulukuussa haasteeseen osallistuneille kyselyn, johon vastasi 1 245 ihmistä. Tässä kaksi yllättävintä tulosta:</p><ol class="aw-hphxnx bnFztu yle__article__list yle__article__list--ol"><li class="aw-s4jzvp hPLQYZ">Kun ihmiset ostivat vähemmän ja harkitsivat hankintojaan enemmän, tyytyväisyys uusiin hankintoihin lisääntyi. Ja tämä on se yllätys: myös tyytyväisyys jo omistamiin vaatteisiin lisääntyi.</li><li class="aw-s4jzvp hPLQYZ">Iso joukko mainitsi, että tästä on tullut elämäntapa. Viiden vaatteen haaste ei siis tunnu sellaiselta leikiltä, jonka parissa nitkutellaan vuosi ja sitten palataan vanhaan. Itse asiassa moni kertoi, että ostosten harkinta oli levinnyt vaatteista muillekin elämän alueille, kuten elektroniikkaan ja sisustukseen.</li></ol><p class="aw-1gybjub aw-1p7kakr jxdWmn ilDxnw yle__article__paragraph">Molemmat kohdat pätevät myös minuun. Tämän vuoden jälkeen en keksi ihan hirveästi syitä siihen, miksi länsimaisen ihmisen tarvitsisi hankkia vuodessa yli viisi uutta vaatetta tai kenkäparia. Ehkä jos kaikki vaatteet tuhoutuisivat yhtä aikaa tulvassa tai tulipalossa?</p><p class="aw-1gybjub aw-1p7kakr jxdWmn ilDxnw yle__article__paragraph"><strong class="aw-ak79eh hgoSon yle__article__strong">Hyvin monenlaisissa tilanteissa elävät ihmiset</strong> lähtivät Viiden vaatteen haasteeseen: Yksi oli siirtymässä sairauden vuoksi kävelystä pyörätuoliin. Toinen oli raskaana, synnytti ja ryhtyi imettämään. Kolmannen tulot ovat tulleet pitkälti uusien vaatteiden mainostamisesta. Neljäs esiintyy julkisesti paljon.</p><blockquote class="aw-5b7r8f fgSgxm"><svg aria-hidden="true" fill="var(--yds-color-text-default)" stroke="none" height="32" role="img" viewbox="0 0 31 19" width="32"><path d="M0.996094 18.9644L3.29009 0.982422H15.5741L10.3201 18.9644H0.996094ZM15.4261 18.9644L17.7201 0.982422H30.0041L24.7501 18.9644H15.4261Z"></path></svg><p class="aw-1gybjub aw-c9wyj2 jxdWmn bFuvKl">Vaikka tiedostan uusien vaatteiden, erityisesti halvan ja jatkuvasti vaihtuvan pikamuodin saatanallisuuden, on silti vaikeaa vastustaa halua ostaa silloin tällöin uusia vaatteita.</p></blockquote><p class="aw-1gybjub aw-1p7kakr jxdWmn ilDxnw yle__article__paragraph">Syitä siihen, miksi ihminen <em class="aw-18vh2pl bZqHKZ yle__article__emphasis">haluaa</em> ostaa enemmän uusia vaatteita, löytyykin sitten enemmän kuin pikamuotimerkkien viherpesuyrityksiä. Ja ihmisellä tarkoitan tietenkin itseäni.</p><p class="aw-1gybjub aw-1p7kakr jxdWmn ilDxnw yle__article__paragraph"><strong class="aw-ak79eh hgoSon yle__article__strong">Kun ostan uuden vaatteen, minulle tulee tunne</strong>, että olen uudistunut ja identiteettini on jälleen vähän eheämpi. <em class="aw-18vh2pl bZqHKZ yle__article__emphasis">There’s a new woman in town,</em> soi mielikuvissani taustalla, kun pelmahdan uusissa farkuissa työpaikan neukkariin.</p><p class="aw-1gybjub aw-1p7kakr jxdWmn ilDxnw yle__article__paragraph">Jatkuva halu ostaa uusia vaatteita onkin pöhkö homma, jonka markkinakoneisto ja vaateteollisuus on rakentanut ovelasti viimeisen <a class="aw-iao6s4 drtaeR yle__article__link" href="https://web.archive.org/web/20240323234850/https://areena.yle.fi/podcastit/1-50991338" role="link">sadan vuoden aikana</a>. Itse asiassa enimmäkseen viimeisen <a class="aw-iao6s4 drtaeR yle__article__link" href="https://web.archive.org/web/20240323234850/https://wwf.fi/earthhour/ideat/opi-lisaa-siita-miten-pikamuoti-kuormittaa-ymparistoa/" role="link">20 vuoden aikana</a>, jolloin vaatteiden tuotanto on globaalisti kaksinkertaistunut. Niinpä vaate- ja tekstiiliteollisuus tuottaakin nykyään <a class="aw-iao6s4 drtaeR yle__article__link" href="https://web.archive.org/web/20240323234850/https://wwf.fi/earthhour/ideat/opi-lisaa-siita-miten-pikamuoti-kuormittaa-ymparistoa/" role="link">4–10 prosenttia </a>kaikista päästöistä. Chilen aavikolla <a class="aw-iao6s4 drtaeR yle__article__link" href="https://web.archive.org/web/20240323234850/https://yle.fi/a/74-20047760" role="link">nököttää niin valtava vaatevuori</a>, että sen voi nähdä avaruudesta.</p><p class="aw-1gybjub aw-1p7kakr jxdWmn ilDxnw yle__article__paragraph">Sellaista mukavaa identiteetin rakentamista!</p><blockquote class="aw-5b7r8f fgSgxm"><svg aria-hidden="true" fill="var(--yds-color-text-default)" stroke="none" height="32" role="img" viewbox="0 0 31 19" width="32"><path d="M0.996094 18.9644L3.29009 0.982422H15.5741L10.3201 18.9644H0.996094ZM15.4261 18.9644L17.7201 0.982422H30.0041L24.7501 18.9644H15.4261Z"></path></svg><p class="aw-1gybjub aw-c9wyj2 jxdWmn bFuvKl">Vaatteista saa iloita.</p></blockquote><p class="aw-1gybjub aw-1p7kakr jxdWmn ilDxnw yle__article__paragraph"><strong class="aw-ak79eh hgoSon yle__article__strong">Mutta mutta</strong>. Vaikka tiedostan uusien vaatteiden, erityisesti halvan ja jatkuvasti vaihtuvan pikamuodin <em class="aw-18vh2pl bZqHKZ yle__article__emphasis">saatanallisuuden</em>, on silti vaikeaa vastustaa halua ostaa silloin tällöin uusia vaatteita. Ja nyt tulee hopeareunusta: Ei tarvitsekaan! Vaatteista saa iloita.</p><p class="aw-1gybjub aw-1p7kakr jxdWmn ilDxnw yle__article__paragraph">Saksalainen Hot or cool -instituutti <a class="aw-iao6s4 drtaeR yle__article__link" href="https://web.archive.org/web/20240323234850/https://hotorcool.org/resources/unfit-unfair-unfashionable-resizing-fashion-for-a-fair-consumption-space-2/" role="link">laski</a>, että jokainen ihminen voisi ostaa noin 5–10 uutta vaatetta vuodessa niin, että planeetta kestäisi.</p><p class="aw-1gybjub aw-1p7kakr jxdWmn ilDxnw yle__article__paragraph"><strong class="aw-ak79eh hgoSon yle__article__strong">Entä sitten ne kirppislöydöt?</strong> Moni <a class="aw-iao6s4 drtaeR yle__article__link" href="https://web.archive.org/web/20240323234850/https://www.hs.fi/mielipide/art-2000009369622.html" role="link">on kritisoinut</a> haastetta siitä, että siinä sallitaan määrättömästi second handin ostaminen. Itse en pidä tätä merkittävänä ongelmana.</p><p class="aw-1gybjub aw-1p7kakr jxdWmn ilDxnw yle__article__paragraph">Olisi planeetan kannalta erinomaista, jos ihmisten ajattelu muuttuisi niin, että kun heille tulee tarve tai halu ostaa vaatteita, he suuntaisivat ensin second hand -kaupoille. Kun tämä kiertotalouden askel on otettu, voidaan seuraavaksi alkaa miettiä sitä kirppisvaatteiden määrää.</p><p class="aw-1gybjub aw-1p7kakr jxdWmn ilDxnw yle__article__paragraph"><strong class="aw-ak79eh hgoSon yle__article__strong">Miten kävi oman haasteeni?</strong> Hankin viisi vaatetta uutena: kaksi paitaa, kahdet kengät ja yhden juhlamekon. Kirppikseltä ostin yhden puseron. Identiteettini on edelleen eheä.</p><p class="aw-1gybjub aw-1p7kakr jxdWmn ilDxnw yle__article__paragraph"><em class="aw-18vh2pl bZqHKZ yle__article__emphasis">Julia Thurén</em></p><p class="aw-1gybjub aw-1p7kakr jxdWmn ilDxnw yle__article__paragraph"><em class="aw-18vh2pl bZqHKZ yle__article__emphasis">Kirjoittaja on yrittäjä, jonka mielestä jako ylikuluttavaan vähemmistöön ja vähän kuluttavaan enemmistöön kuvaa erinomaisesti maapallon ihmisiä. Hän itse kuuluu ensimmäiseen.</em></p></section><footer class="yle__article__footer"><h2 class="aw-zh6d69 dMYkJU">Aiheesta enemmän: Paketissa 3 linkkiä</h2><h2 class="sc-eqUAAy dUJkWc yle__article__heading yle__article__heading--3" aria-hidden="true">Aiheesta enemmän</h2><div class="yle__article__links" role="list" aria-label="Aiheesta enemmän"><div role="listitem" class="aw-124ec9l cFgRwb"><div class="aw-yq4wj5 hkKela"><div class="aw-fou4nx hULxUh"><div class="aw-aqrehu kskGQO"><div class="aw-ej1jxx Vjwex"><a href="/web/20240323234850/https://yle.fi/t/18-206583/fi" aria-label="Lisää artikkeleita aiheesta Muoti" class="aw-l7odld jXfkxq">Muoti</a></div><h3 class="aw-x9ikft cGmEmT"><a href="https://web.archive.org/web/20240323234850/https://yle.fi/a/74-20074553" class="aw-3ocnud eBKakF">Vanhan kansan taito voisi ratkaista yhden maailman suurimmista jäteongelmista – tällaista on vaatteiden upcyclaus</a></h3><time class="aw-4gocmc guzJZN">20.2.</time></div></div><div class="aw-vhyz8i mQzOb"><div class="aw-8sjfvz juaHCW"><div class="aw-1njknqq euollB"><picture><source data-testid="source-for-S" media="(max-width: 767px)" srcset="https://web.archive.org/web/20240323234850im_/https://images.cdn.yle.fi/image/upload/ar_1.0,c_fill,g_faces,h_104,w_104/dpr_2.0/q_auto:eco/f_auto/fl_lossy/39-124454365cdd3d3ec66e 2x, https://web.archive.org/web/20240323234850im_/https://images.cdn.yle.fi/image/upload/ar_1.0,c_fill,g_faces,h_104,w_104/dpr_1.0/q_auto:eco/f_auto/fl_lossy/39-124454365cdd3d3ec66e 1x"/><source data-testid="source-for-M" media="(min-width: 768px)" srcset="https://web.archive.org/web/20240323234850im_/https://images.cdn.yle.fi/image/upload/ar_1.7777777777777777,c_fill,g_faces,h_110,w_196/dpr_2.0/q_auto:eco/f_auto/fl_lossy/39-124454365cdd3d3ec66e 2x, https://web.archive.org/web/20240323234850im_/https://images.cdn.yle.fi/image/upload/ar_1.7777777777777777,c_fill,g_faces,h_110,w_196/dpr_1.0/q_auto:eco/f_auto/fl_lossy/39-124454365cdd3d3ec66e 1x"/><img alt="Beda Suni esittelee VAINin upcycling-mallistoa" src="https://web.archive.org/web/20240323234850im_/https://images.cdn.yle.fi/image/upload/ar_1.7777777777777777,c_fill,g_faces,h_110,w_196/dpr_1.0/q_auto:eco/f_auto/fl_lossy/39-124454365cdd3d3ec66e" class="aw-1l9m598 bTKagC"/></picture></div></div></div></div></div><div aria-hidden="true" class="aw-4s1vft kcSOOZ"><hr class="aw-mkek3u lkNxNt"/></div><div role="listitem" class="aw-124ec9l cFgRwb"><div class="aw-yq4wj5 hkKela"><div class="aw-fou4nx hULxUh"><div class="aw-aqrehu kskGQO"><div class="aw-ej1jxx Vjwex"><a href="/web/20240323234850/https://yle.fi/t/18-206583/fi" aria-label="Lisää artikkeleita aiheesta Muoti" class="aw-l7odld jXfkxq">Muoti</a></div><h3 class="aw-x9ikft cGmEmT"><a href="https://web.archive.org/web/20240323234850/https://yle.fi/a/74-20073938" class="aw-3ocnud eBKakF">Vaatteiden second hand -kaupasta paljastuukin ongelma – hyvät vaikutukset pahimmillaan kumoutuvat</a></h3><time class="aw-4gocmc guzJZN">16.2.</time></div></div><div class="aw-vhyz8i mQzOb"><div class="aw-8sjfvz juaHCW"><div class="aw-1njknqq euollB"><picture><source data-testid="source-for-S" media="(max-width: 767px)" srcset="https://web.archive.org/web/20240323234850im_/https://images.cdn.yle.fi/image/upload/ar_1.0,c_fill,g_faces,h_104,w_104/dpr_2.0/q_auto:eco/f_auto/fl_lossy/39-124237065c90d53e9441 2x, https://web.archive.org/web/20240323234850im_/https://images.cdn.yle.fi/image/upload/ar_1.0,c_fill,g_faces,h_104,w_104/dpr_1.0/q_auto:eco/f_auto/fl_lossy/39-124237065c90d53e9441 1x"/><source data-testid="source-for-M" media="(min-width: 768px)" srcset="https://web.archive.org/web/20240323234850im_/https://images.cdn.yle.fi/image/upload/ar_1.7777777777777777,c_fill,g_faces,h_110,w_196/dpr_2.0/q_auto:eco/f_auto/fl_lossy/39-124237065c90d53e9441 2x, 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kirjoittaa.","type":"text"},{"type":"aside","content":[{"level":2,"text":"Kolumni","type":"heading"},{"text":"Kolumneja kirjoittaa laaja joukko Ylen ulkopuolisia tekijöitä.","type":"text"},{"text":"[Lue kolumneja](http:\u002F\u002Fyle.fi\u002Fuutiset\u002F18-166542) \n[Kuuntele kolumneja Yle Areenassa](https:\u002F\u002Fareena.yle.fi\u002Faudio\u002F1-61222404)","type":"text"}]},{"text":"Aika moni asia elämässä on sellainen, että kun siitä on niukkuutta, se tuntuu paremmalta. Oma aika (minulla on kolme lasta), suklaa (kyllä, edelleen ne kolme lasta) ja vaatteet. Jep, uudet vaatteet.","type":"text"},{"text":"Vuosi sitten aloitimme ystäväni ja vaateaktivisti **Aku Varamäen** kanssa Viiden vaatteen haasteen.","type":"text"},{"text":"**Säännöt kuuluvat: osta vuodessa vain viisi uutta vaatetta**, sukat ja alusvaatteet eivät kuulu lukuun ja second handia saa ostaa niin paljon kuin haluaa. Ja tuhannet lähtivät mukaan. Ehkä sinäkin?","type":"text"},{"text":"Aku teki joulukuussa haasteeseen osallistuneille kyselyn, johon vastasi 1 245 ihmistä. Tässä kaksi yllättävintä tulosta:","type":"text"},{"type":"numbered-list","items":["Kun ihmiset ostivat vähemmän ja harkitsivat hankintojaan enemmän, tyytyväisyys uusiin hankintoihin lisääntyi. Ja tämä on se yllätys: myös tyytyväisyys jo omistamiin vaatteisiin lisääntyi.","Iso joukko mainitsi, että tästä on tullut elämäntapa. Viiden vaatteen haaste ei siis tunnu sellaiselta leikiltä, jonka parissa nitkutellaan vuosi ja sitten palataan vanhaan. Itse asiassa moni kertoi, että ostosten harkinta oli levinnyt vaatteista muillekin elämän alueille, kuten elektroniikkaan ja sisustukseen."]},{"text":"Molemmat kohdat pätevät myös minuun. Tämän vuoden jälkeen en keksi ihan hirveästi syitä siihen, miksi länsimaisen ihmisen tarvitsisi hankkia vuodessa yli viisi uutta vaatetta tai kenkäparia. Ehkä jos kaikki vaatteet tuhoutuisivat yhtä aikaa tulvassa tai tulipalossa?","type":"text"},{"text":"**Hyvin monenlaisissa tilanteissa elävät ihmiset** lähtivät Viiden vaatteen haasteeseen: Yksi oli siirtymässä sairauden vuoksi kävelystä pyörätuoliin. Toinen oli raskaana, synnytti ja ryhtyi imettämään. Kolmannen tulot ovat tulleet pitkälti uusien vaatteiden mainostamisesta. Neljäs esiintyy julkisesti paljon.","type":"text"},{"style":"short","text":"Vaikka tiedostan uusien vaatteiden, erityisesti halvan ja jatkuvasti vaihtuvan pikamuodin saatanallisuuden, on silti vaikeaa vastustaa halua ostaa silloin tällöin uusia vaatteita.","type":"quote"},{"text":"Syitä siihen, miksi ihminen *haluaa* ostaa enemmän uusia vaatteita, löytyykin sitten enemmän kuin pikamuotimerkkien viherpesuyrityksiä. Ja ihmisellä tarkoitan tietenkin itseäni.","type":"text"},{"text":"**Kun ostan uuden vaatteen, minulle tulee tunne**, että olen uudistunut ja identiteettini on jälleen vähän eheämpi. *There’s a new woman in town,* soi mielikuvissani taustalla, kun pelmahdan uusissa farkuissa työpaikan neukkariin.","type":"text"},{"text":"Jatkuva halu ostaa uusia vaatteita onkin pöhkö homma, jonka markkinakoneisto ja vaateteollisuus on rakentanut ovelasti viimeisen [sadan vuoden aikana](https:\u002F\u002Fareena.yle.fi\u002Fpodcastit\u002F1-50991338). Itse asiassa enimmäkseen viimeisen [20 vuoden aikana](https:\u002F\u002Fwwf.fi\u002Fearthhour\u002Fideat\u002Fopi-lisaa-siita-miten-pikamuoti-kuormittaa-ymparistoa\u002F), jolloin vaatteiden tuotanto on globaalisti kaksinkertaistunut. Niinpä vaate- ja tekstiiliteollisuus tuottaakin nykyään [4–10 prosenttia ](https:\u002F\u002Fwwf.fi\u002Fearthhour\u002Fideat\u002Fopi-lisaa-siita-miten-pikamuoti-kuormittaa-ymparistoa\u002F)kaikista päästöistä. Chilen aavikolla [nököttää niin valtava vaatevuori](https:\u002F\u002Fyle.fi\u002Fa\u002F74-20047760), että sen voi nähdä avaruudesta.","type":"text"},{"text":"Sellaista mukavaa identiteetin rakentamista!","type":"text"},{"style":"short","text":"Vaatteista saa iloita.","type":"quote"},{"text":"**Mutta mutta**. Vaikka tiedostan uusien vaatteiden, erityisesti halvan ja jatkuvasti vaihtuvan pikamuodin *saatanallisuuden*, on silti vaikeaa vastustaa halua ostaa silloin tällöin uusia vaatteita. Ja nyt tulee hopeareunusta: Ei tarvitsekaan! Vaatteista saa iloita.","type":"text"},{"text":"Saksalainen Hot or cool -instituutti [laski](https:\u002F\u002Fhotorcool.org\u002Fresources\u002Funfit-unfair-unfashionable-resizing-fashion-for-a-fair-consumption-space-2\u002F), että jokainen ihminen voisi ostaa noin 5–10 uutta vaatetta vuodessa niin, että planeetta kestäisi.","type":"text"},{"text":"**Entä sitten ne kirppislöydöt?** Moni [on kritisoinut](https:\u002F\u002Fwww.hs.fi\u002Fmielipide\u002Fart-2000009369622.html) haastetta siitä, että siinä sallitaan määrättömästi second handin ostaminen. Itse en pidä tätä merkittävänä ongelmana.","type":"text"},{"text":"Olisi planeetan kannalta erinomaista, jos ihmisten ajattelu muuttuisi niin, että kun heille tulee tarve tai halu ostaa vaatteita, he suuntaisivat ensin second hand -kaupoille. Kun tämä kiertotalouden askel on otettu, voidaan seuraavaksi alkaa miettiä sitä kirppisvaatteiden määrää.","type":"text"},{"text":"**Miten kävi oman haasteeni?** Hankin viisi vaatetta uutena: kaksi paitaa, kahdet kengät ja yhden juhlamekon. Kirppikseltä ostin yhden puseron. Identiteettini on edelleen eheä.","type":"text"},{"text":"*Julia Thurén*","type":"text"},{"text":"*Kirjoittaja on yrittäjä, jonka mielestä jako ylikuluttavaan vähemmistöön ja vähän kuluttavaan enemmistöön kuvaa erinomaisesti maapallon ihmisiä. Hän itse kuuluu ensimmäiseen.*","type":"text"},{"type":"links","links":[{"external":{"url":"https:\u002F\u002Fweb.archive.org\u002Fweb\u002F20240323234850\u002Fhttps:\u002F\u002Fyle.fi\u002Fa\u002F74-20074553"},"internal":{"id":"74-20074553"},"title":"Vanhan kansan taito voisi ratkaista yhden maailman suurimmista jäteongelmista – tällaista on vaatteiden upcyclaus","datePublished":"2024-02-20T14:10:16+0200","subject":{"description":{"fi":"kulttuuriset ilmiöt","sv":"kulturella fenomen","en":"","ru":null,"se":null},"exactMatch":["freebase:\u002Fm\u002F032tl","wikidata:Q12684","leiki:focus100k_na_2543","finto:http:\u002F\u002Fwww.yso.fi\u002Fonto\u002Fkoko\u002Fp35570"],"updated":"2022-10-02T20:48:02+03:00","alternativeIds":["18-209869","18-1755","18-147779","18-22355","18-37244"],"title":{"fi":"muoti","sv":"mode","en":null,"ru":null,"se":null},"types":["MainConcept","Concept"],"id":"18-206583","contentHits":3581},"headline":{"video":{"caption":"VAIN-muotitalon tuotantopäällikkö Beda Suni kertoo, mitä upcycling-materiaaleja valitessa tulee ottaa huomioon. 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Emphasis is on optimizing certain aspects of the supply chain in order for these trends to be designed and manufactured quickly and inexpensively to allow the mainstream consumer to buy current clothing styles at a lower price. This philosophy of quick manufacturing at an affordable price is used in large retailers such as H&M, Zara, Peacocks, and Topshop. 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