How Ghana’s Gen Zs are rewriting sustainability through style

On November 15, 2025, the Tidal Rave Festival in Accra's La Beach brought together young people for music, fashion and the excitement of the event. Yet, beneath the vibrant atmosphere, a generational shift towards sustainability was taking place. Rather than being introduced to eco-consciousness through scientific lectures or global policy debates, young festival-goers were encountering it in the form of second-hand clothing, custom-made denim, and innovative ways to transform beach waste into art.

Among those showcasing sustainable style choices was Ivy, a nuclear energy enthusiast. She opted for second-hand denim shorts under a brown dress, motivated by her growing awareness of fast fashion's detrimental impact on the environment. "I'm very particular about the things I wear, and I've also become really aware of the fact that fast fashion is destroying our environment," Ivy explained.

"If I can find something that I can wear after someone has worn it and it's still in good shape and it still makes fashion sense, I'm definitely going to do it because it helps keep the environment safe."

The fashion industry is a significant contributor to global greenhouse gas emissions, accounting for 8-10% of the world's carbon footprint. By choosing second-hand clothing, Ivy was taking a small but meaningful step towards mitigating these emissions. Her reasoning extended beyond her own generation to future generations as well.

"I think we often think that we live in this world, and once we go, maybe the world leaves with us," she said. "But it's going to be here for a long time. Our kids are going to be here. The people we love and care about are going to be here. So it would just be good to leave them an environment worth living in."

For some festival-goers, sustainability was a means of expressing their creativity. Dancer Melisa donned second-hand clothing and customised denim trousers she had personally designed. She described the experience as an opportunity for artistic expression: "I just wanted to be creative today," she said. "My creative self just wants to put things together and see how I can come out with them.

This was just plain, and I had to cut it and then make these designs out of it. It makes me feel proud. I just love being creative. I'm an artist."

This creativity around sustainability could hold a key lesson for the broader movement. Young people may not always be drawn to sustainable fashion due to environmental jargon. However, they may be more receptive when it offers them an avenue for individuality and self-expression. By incorporating sustainable choices into their everyday lives, Gen Zs in Ghana are rewriting the narrative around style and environmental responsibility.