By bringing awareness of people on the fashion industry and more sustainable options we aim to initiate an environmental impact which lowers CO2 emissions, water pollution and resource exploitation. The simple act of questioning the necessity of goods and trying to consume less and more sustainably can have a huge impact on both the environment and people involved in production. Aims of the project “Rethinking consumption: personal choice as an action” are to tackle the issue of overconsumption and ways it is seen as an expression of freedom; to question it and find a sustainable balance in everyday life through exploring alternatives, such as swapping, repurposing, cherishing what is already there; to make these alternatives available to the communities in European and partner countries with different economic system experiences that have led to capitalism; to use online communication tools, such as social media, to get young members of the community involved in the topic and to help them believe that their choice matters.