Fast fashion is a business model based on quickly replicating the latest runway trends. Clothing and footwear are produced in bulk at low cost. The goal is to bring products to retail when demand is at its peak. You’ve probably heard of, or even shopped at, brands that follow this model—companies like Primark, H&M, Shein, and Zara. While fast fashion is appealing, it has numerous downsides you might not expect. Read on to find out more!
Why do we buy fast fashion?
We all enjoy dressing up occasionally and feeling like we’ve just walked off a runway. Fast fashion helps by providing the latest trends at low prices, making it easy to become hooked. The options are endless—there are countless color and texture combinations, clothing for every season and activity, and styles for any aesthetic, whether you’re goth, kawaii, business chic, fairycore, or anything else. Fast fashion offers a sea of choices to find something that suits your taste. However, if we dive beneath the appealing surface, we find that the lasting impact goes far deeper than the immediate satisfaction of a new seasonal purchase.
Microplastics, pesticides, and waste accumulation: the dark side of fast fashion
Fast fashion’s popularity is growing, and while more people are choosing sustainable options, many remain reluctant to give up fast fashion’s convenience. This means the industry is projected to continue expanding. However, there are plenty of reasons to quit fast fashion. According to Uniform Market, fast fashion is the world’s third-largest polluter, accounting for 10% of the global carbon footprint each year, with environmental impacts surpassing even those of transportation (Cardona, 2024). They also report that this industry consumes enough water annually to meet the needs of five million people and produces millions of tons of plastic and other waste that pollutes our air and oceans. For instance, did you know that 35% of ocean microplastics originate from materials used in fast fashion production (Cardona, 2024)? The main culprit is polyester, a commonly used material in fast fashion, which can release microplastics.
In addition to microplastics, pesticides used in cotton farming for this industry’s overproduction present another major problem. The culture of fast consumption and disposal, where items are sometimes worn only a few times before being discarded, leads to overflowing landfills. In the last 15 years, global clothing and footwear production has doubled, yet only 1% of these items are recycled annually (Cardona, 2024).
Not only does the fast fashion industry harm the environment, but it also negatively affects its own workers. Extremely low wages, excessive work hours, and even child labor in factories are some of the most problematic aspects of the industry’s workforce.
Sustainable fashion vs. fast fashion – is there hope?
The downsides of fast fashion outweigh the benefits, yet fast fashion brands seem to be everywhere. Is there a way to escape them? Sustainable fashion is increasingly becoming a topic of discussion. Its principles are the complete opposite of fast fashion. Sustainable fashion focuses on using existing materials to conserve resources. It emphasizes natural (eco-certified) and recycled materials, and working conditions are transparent.
For those looking to make a positive or neutral impact on the environment, it’s important to buy less, buy smarter, and buy quality.
Say no to fast fashion and preserve what you have
Every journey begins with a single step. As individuals, we may not be able to directly influence major producers, but small changes can add up to significant progress. Every little effort counts. Can we unite to start this change?
The first step we can take is to practice buying less, but opting for better-quality clothing and footwear. High-quality items may cost more than a similar piece from Shein, for example, but they’re worth the investment because they retain their shape and color longer. With quality clothing, there’s less need to frequently empty the closet and fill it with new items. Additionally, choose eco-friendly materials like hemp or organic cotton. This not only supports the environment but also benefits our health. Purchasing from sustainable and transparent brands is another good practice. The Good On You rating system highlights some of these brands, such as Anekdot, Infantium Victoria, Jackalo, Batet Noir, and others (Rauturier, 2023).
Simply searching “sustainable fashion brands” online reveals extensive lists of eco-conscious companies where you can shop without guilt. Finally—and perhaps most importantly—consider adjusting laundry habits. Washing clothes at lower temperatures and avoiding the dryer, if possible, can reduce energy use. Always check the care label to determine the best washing conditions for each piece. While these small changes may go unnoticed by others, you can feel proud knowing your habits make a difference!
ŠIZIKA workshops: standing up against fast fashion
Sunce recently introduced a new monthly activity for members and anyone interested: ŠIZIKA – a workshop for sewing, patches, and creative activities. This idea originated in celebration of Sustainable Fashion Day. The workshop encourages citizens to learn basic sewing, patching, and creative techniques to reduce clothing waste. Why throw something away when you can easily learn to repair it? With this workshop and the Swap Fair, where people can donate or take home second-hand clothes, shoes, or household items, Sunce promotes a sustainable lifestyle and raises awareness about extending clothing life. Sewing is no longer considered an outdated skill, but rather a step towards a sustainable future. So, what are you waiting for? Join us for the workshops and Swap Fair to learn useful skills and meet like-minded people. Support eco-friendly brands and research the companies where you shop. A greener world starts with you!
Sources:
Rauturier, Solene. 83 Responsible Clothing Brands from Europe You’ll Love.
https://goodonyou.eco/most-ethical-and-sustainable-clothing-brands-from-europe/ (Retrieved October 31, 2024)
Cardona, Nancy. Fast Fashion Statistics 2024.
https://www.uniformmarket.com/statistics/fast-fashion-statistics (Retrieved October 31, 2024)
