For many of us, shopping is an occasional event that happens when the seasons change or when we outgrow clothes. This phenomena, as we know it, however came to be 20 years ago, when clothes became cheaper and fashion trends sped up.
What is fast fashion?
Fast fashion can be defined as the mass production of low quality clothes for even lower prices. The goal is to maximize profit on current trends by having the trendiest styles on the market on demand as quickly as possible for consumers to buy. It is called fast fashion because the styles and trends change quickly, and retail stores constantly update the clothes on their racks, but many consumers will leave garments discarded after a few wears to make space in their closet for more “trending” styles.
Problem
As consumers, we love it! We're updating our wardrobes at an affordable rate, and keeping up with current trends, without breaking our budgets. But the problem is the over-production and consumption of clothes. Factories mass-produce the clothing to create cheap clothing for cheap prices, and because of this, it encourages overconsumption, and we end up buying more than we need. “Do I need the same 3 shirts in different colors?” No, but we often fall into the trap because prices are low.
Generally, these clothes are low-quality and wouldn't last us a long time, therefore making them easily disposable, especially when it becomes “out of season” and ends up sitting at the bottom of our closets forever.
Why should I care that so many clothes are going to waste?
With all these clothes ending up in landfills, there is a significant impact on our environment. The fashion industry is the second most water-intensive industry in the world, and consumes around 79 billion cubic meters of water per year.. It takes 700 gallons to produce one cotton shirt, which is equivalent to enough drinking water to last one person 900 days.
Another energy-intensive process that stems from fast fashion is making plastic fibers, which is a process that requires large amounts of petroleum, making the industry responsible for 10% of global carbon emissions.
Likewise, fast fashion is also a major human rights concern because of their extremely low prices, but large demands. In order to produce so much at such a low cost, garments are often made in sweatshops, where workers are paid low wages and work in harmful environments that are a basis for a number of concerns regarding worker’s basic human rights, wages, and working environments.
Eco-fashion vs sustainable fashion
“Eco-Friendly fashion” focuses on leaving minimal negative —or positive— impact, whereas sustainable fashion combines eco-conscious and ethical fashion. Sustainable fashion considers the people, the planet, and the rest of the living world.
With sustainable fashion, resources wouldn’t go to waste, and the fashion industry’s carbon footprint would decrease, which would result in reducing the contribution to climate change. Of course, this change is needed on a larger scale, but we consumers can still help!
How to help!
To quote British designer Vivienne Westwood: “Buy less, choose well, make it last.”
Buy less. Fall in love with the garments you already have or make them good as new by upcycling them, like making old jeans into new shorts!
Choose well. Choose clothing with sustainable fabrics which include silk, organic cotton, and linen, and buy items with long-lasting materials that will last longer, or buy second hand. 80% of clothing in thrift stores ends up in landfills, so take them home instead! If you’re looking for specific brands, venture out to platforms like Depop or Poshmark, which encourage sustainability by reusing clothes!
Make it last. Look after your clothes by following the care instructions and mending them whenever possible. And if they have come to the end of their lifetime, responsibly recycle them.
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Published October 12, 2021
Written by Nicole Famero ~ Graphics created by Hana Eisa
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