In this chapter Fletcher dives deeply into fashion, and the fashion industry, the purpose of this chapter is because "To bring more sustainable change we have to better understand the function of clothes" (Fletcher, p.119). Fletcher changes topics for the majority of this chapter and discusses needs, ethics , and reversing the escalators of consumption. In the chapter conclusion, "Reversing the escalators of consumption" Fletcher reviews the main escalators of consumption such a, "the pressure to compare ourselves to others, the rolling replacement of things, the cultural obligation to experience everything an buy things accordingly, constant consumption as a part of a continuous process of identity formation" (p.130, Fletcher). Fletcher later discusses opportunities to reverse this mass consumption. While Fletcher's break from writing about sustainable textiles and the environment was extremely unexpected and odd at first, however; it adds another dimension to the argument for not only sustainable textiles but also to reducing our consumption as a species.
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