Learning from the Past:Why the Second World War 'Make Do and Mend' Scheme Provides a Poor Model for the Future of Sustainable Fashion

This paper seeks to understand why the British ‘Make Do and Mend’ scheme, and the specific period of 1940s austerity with which it is related, holds such power in contemporary sustainability discourse. It argues that looking back at the history of this period and asking questions about its legacy provides a powerful critique to those who present it as a deceptively simple solution to a complex problem. It further hypothesizes that studying the history of ‘Make Do and Mend’, along with consumer behaviours during the Second World War, lays bare the flaws within some contemporary sustainability initiatives. These flaws highlight the disconnect between production and consumption activities, ultimately hindering progress toward a more sustainable fashion industry.