Fast fashion is a term that you have probably heard flying about on social media, on the news, or amongst your friends. But knowing exactly what it is and why it has everyone talking can be confusing.
Whilst the fashion industry as a whole is guilty of committing crimes against the environment, this is more evident when it comes to fast fashion. As consumers, we must educate ourselves on the impacts of fast fashion so that we can encourage the fashion industry to move towards a more sustainable future.
Here is everything you need to know about fast fashion, why it is bad, and what you can do to make a positive change in the industry…
What is fast fashion?
Fast fashion is defined as cheap, low-quality, disposable clothing that is rapidly produced to keep up with the demand of the latest trends. Fast fashion brands sample the newest ideas from the catwalk and manufacture them quickly so that shoppers can buy them whilst they are still popular. In order to produce large quantities quickly, the garments are typically made from poor quality, flimsy materials that are not built to last. This, plus the fact these clothes are usually trend-led rather than timeless means that the clothes are often discarded after only a few wears.
Is fast fashion bad?
Fast fashion plays a key part in why the fashion industry is one of the world’s largest polluters. Rapid production, competitive pricing, low-quality garments, and overconsumption all have a detrimental impact on the environment and the people involved in production.
Water Consumption
Did you know that it takes up to 10,000 liters of water to produce just one pair of jeans? There are over 6 billion pairs made each year – that’s a lot of water wasted! This wastewater is often untreated and contains toxic substances such as lead, mercury, and arsenic which are harmful to aquatic life.
Cotton, a common fabric, requires an enormous amount of water and pesticides to produce. It takes 20,000 liters of water to produce 1 Kilogram of cotton. Some experts contend that cotton is the largest user of water among all agricultural commodities. Furthermore, the runoff from the pesticides contaminates rivers and lakes affecting biodiversity and threatening the quality of the soil.
Toxic chemicals and microfibers
It isn’t just the water that is wasted that is the problem. The dyeing of fabrics, often with toxic dyes, is one of the largest polluters of clean water globally.
Polyester is a popular fabric used within the fast fashion industry. It is a cheap textile that is derived from fossil fuels and contributes towards global warming. It can also shed microfibers when washed, which adds to the levels of plastic in our oceans.
Excess Waste
It is alarming to know that out of the 100 billion garments produced globally each year, 92 million tonnes end up in landfills. The continuous drive for new clothes that feel outdated after only a few wears and the low-quality materials that don’t last only exacerbate this problem.
Exploiting Workers
It isn’t just the environment that suffers when it comes to fast fashion. Many companies take advantage of cheap labor in developing countries, with garment workers often forced to work in dangerous environments for low wages. Further down the supply chain, the farmers working with the toxic chemicals produced from the materials have their physical health impacted.
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How do I know if a brand is fast fashion?
If a brand is fast fashion, chances are they will not be advertising it. Here are some ways you can spot a fast fashion brand:
- If they are launching styles every week.
- If they are producing cheaply made versions of clothing seen at a recent fashion show.
- If they use low-quality, synthetic materials that are poorly constructed.
- If their prices are ridiculously cheap. No bikini should cost £1.
What can I do?
It can be tempting to shop fast fashion. The cheap prices and wide range of options are enough to draw anyone in, but it is undeniable that change needs to happen when it comes to the sustainability of the fashion industry and this can start with us, the consumers. After all, if the demand for fast fashion is reduced, the supply will follow. Here are some actions you can take against fast fashion:
- Shop from sustainable fashion brands.
- Buy less often and buy high-quality. Trust me, you do not need to have a new outfit every time you leave the house. High-quality pieces may cost more, but they should last longer which saves you money in the long run.
- If you’ve outgrown clothes or no longer love a certain item then give them a second home – do not just throw them away. There are plenty of selling sites, such as Vinted, for clothes still in good condition or you can donate them to a local charity. Clothes that are damaged or stained can be dropped off at recycling points in supermarkets.