Fast fashion refers to clothing made quickly and cheaply in order to capitalize on short term trends. This business model leads to the production of large amounts of waste and pollution, which is detrimental to our environment.
The production of various materials such as silk, cotton, polyester, and rayon requires many resources in order to fulfill orders of major companies in the fast fashion industry. There are various types of waste that are produced from these production processes, such as water pollution, plastic waste, carbon dioxide emissions, and clothing material waste.
92 million tons of waste are produced by the fashion industry each year.
15% of fabric used in manufacturing becomes pre-consumer waste, or production waste. This includes deadstock, new and unworn clothing; an estimated ⅓ of clothing is never sold.
The fashion industry produces 8-10% of global CO2 emissions, and 10% of total greenhouse gas emissions.
79 trillion liters of water are consumed by textile production each year. This industry is responsible for about 20% of global industrial water pollution, much of which is a result of clothing dyes and potentially toxic chemicals from the manufacturing process.
We are part of the problem.
Post-consumer waste accounted for about 60% of the 150 billion garments produced in 2012. Textiles compose about 22% of mixed waste globally.
Many brands and websites such as Zara, H&M, SHEIN, Princess Polly, Forever 21, Lulu's, and Urban Outfitters are all examples companies that contribute to the issue of fast fashion. Not only are online shopping websites an issue, but in-store brands are also part of the problem concerning the environmental impact from fast fashion.
The issue with big brands like Zara and H&M is the continuous output of new clothing items due to new trends and styles that will appeal to the mass public. These constantly emerging trends and fashion seasons cause the consumer to go into the store or online to buy new clothing that is affordable for them.
Image Credits (by order of appearance):
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https://www.adweek.com/brand-marketing/6-ways-fast-fashion-brands-can-fight-for-consumer-attention/
References:
Niinimäki, K., Peters, G., Dahlbo, H. et al. The environmental price of fast fashion. Nat Rev Earth Environ 1, 189–200 (2020). https://doi.org/10.1038/s43017-020-0039-9
Annamma Joy, John F. Sherry Jr, Alladi Venkatesh, Jeff Wang & Ricky Chan (2012) Fast Fashion, Sustainability, and the Ethical Appeal of Luxury Brands, Fashion Theory, 16:3, 273-295, DOI: 10.2752/175174112X13340749707123