I would like to start by quoting Woodward as she states that “research into everyday clothing practices can be usefully developed as an approach to understanding sustainable fashion” which was the first time I had heard such a claim. This article developed by understanding on the topic we briefly mentioned in class: how do we define clothes, and fashion as whole when it engulfs everything from the mere need for survival to extreme luxury. The author encourages people to start depicting the Fashion Industry from a perspective different to what we, as a society, have constructed. By highlighting that “understanding clothing ethnographically entails seeing fashion and clothing from the perspective of the people wearing and selecting clothing, which is important in showing that the meanings of clothing cannot be reduced to an externally defined fashion system”, Woodward shines as much light of importance on the consumer side of the equation. As I start to also develop a greater understanding of the functionality and purpose of different production stages in Fashion, I realise what an elaborate maze this gigantic industry really is, which in turn brings me to the title of the article, how could one expect something to be Accidentally Sustainable? To me, the author’s tone translated a message of the importance of knowledge. The way she referred to consumers of the clothes made me realise I was not as much of a conscious consumer as I’d wish to be. Then I wondered, there must be some many more individuals that would make accounted choices only if they had access to this knowledge. The article really made me question globally as a concept too, and the extensive difference between different regions’ approaches to environmental questions. I am really glad I am able to raise these questions, because I too believe that through knowledge and understanding we can overcome some of the issues that ignorance brings.