What is fast fashion? Passion Lilie answers all your questions!

As a sustainable clothing company, addressing the issues caused by the fast fashion industry is central to our mission. However, we understand that not everyone is as immersed in the fashion world as we are. That's why we've created this cheat sheet with everything you need to know about fast fashion and how we can improve the fashion industry as a whole.

Before we dive in, we want to clarify that this information is not meant to shame anyone who shops or has shopped for fast fashion clothing. We recognize the challenges of meeting basic needs, and in many cases, fast fashion may be an essential solution for those needing affordable clothing. It's important to note that these brands thrive on overconsumption, and it's often those of us who buy more than we need who perpetuate this cycle.

What IS fast fashion? 

Fast fashion refers to cheap, trendy clothing produced in high volumes. This phenomenon has surged alongside social media, with influencers and celebrities driving the demand for new clothes at an unprecedented pace. Fast fashion brands release new collections weekly, if not daily, offering trendy pieces designed to be worn a few times before being discarded. This disposable approach has transformed how we consume and perceive fashion.

Fast fashion brands offer clothes meant to be worn a few times before shoppers move on to the next trend cycle. They achieve rock-bottom prices by producing clothes in massive quantities, using low-quality materials like polyester and acrylic that deteriorate quickly. The industry's practices often involve inhumane working conditions and unlivable wages for employees.

The fast fashion industry’s unforgivable human rights violations and the massive waste they produce demand our attention. As consumers, the most impactful action we can take is to stop purchasing fast fashion clothing. We know it’s tempting when inflation is high and the cost of everything seems to be rising, but the best solution is to stop feeding the machine.

How does fast fashion impact the environment?

The mass production strategy of fast fashion has a staggering environmental impact. The fashion industry is the second-largest consumer of water worldwide and is responsible for producing more than 20% of the world’s wastewater.

Gone are the days when clothes were made from natural fibers and worn for years before wearing out. Now, a dump truck full of textile waste is emptied into a landfill every minute of the day. That’s enough to fill 1.5 Empire State Buildings every day! Fast fashion clothes, made from non-biodegradable fabrics, will remain in landfills for an average of 200 years.

Fast fashion also significantly contributes to global pollution. The industry relies on artificial dyes and cheap, synthetic fabrics like polyester, which release microplastics and harmful chemicals into local ecosystems and contribute to plastic pollution in our waterways. You can read more about the problems with microplastics here.

This toxic waste directly impacts humans when it’s ingested by marine life like oysters, mussels, and small fish, then eventually consumed by us. At every stage of its life cycle, textile waste can cause disease and disability, and contribute to premature death. Consuming textile waste through the food chain can result in endocrine malfunction, premature birth, obesity, infertility, cancer, and more.

The disposable nature of fast fashion clothing also generates a substantial carbon footprint. Just think: making a pair of jeans produces as much greenhouse gases as driving a car more than 80 miles. According to a report by Business Insider, the fashion industry comprises 10% of total global carbon emissions – a figure expected to skyrocket to 60% by 2030. From the cultivation of raw materials to the transportation of finished products, the fashion industry’s carbon footprint is alarmingly high.

How does fast fashion hurt people?

Beyond its immense environmental toll, the fast fashion industry has severe social consequences. The drive to produce cheap clothing often involves exploiting workers, particularly in developing countries. Garment workers endure long hours, low wages, and unsafe working conditions. Fast fashion brands frequently engage in unethical practices such as child labor and forced labor. The pressure to meet tight deadlines and low prices creates a breeding ground for human rights abuses.

Of the more than 60 million garment workers worldwide, the vast majority earn 2-5x less than a livable minimum wage. Workers go without adequate sleep, health care, food, education, and the ability to save or plan for the future. They work in dangerous, often deadly conditions. Factory fires are common and large-scale disasters like the Rana Plaza factory collapse in 2013 are always a high risk. 

The harmful impact extends to farmers and surrounding communities, where pesticides and chemicals used to increase crop yields cause deadly illnesses and contaminate local ecosystems. The emphasis on rapid fashion cycles stresses the supply chain, sacrificing human welfare for profit.

How do we identify fast fashion brands? 

Fast fashion brands are identifiable by the vast amount of options they provide, the (lack of) fabric quality, and, most tellingly, the cost of their products. It’s simply not possible to sell a dress for $12 while paying fair wages, providing safe working conditions, and using eco-friendly materials.

Many fast fashion brands provide vague information about their production processes, shifting blame onto suppliers and subcontractors and denying responsibility for inhumane working conditions. A recent trend among fast fashion brands is to claim sustainable practices, but a closer look often reveals greenwashing – a marketing tactic that falsely advertises environmental benefits. Brands attempt to sell products by using terms like “ethically sourced,” “eco-friendly,” or “carbon neutral” without any evidence to support these claims. Greenwashing is a tactic that distracts consumers from the company’s less-than-ethical pursuits, like their use of forced labor or child labor.

Some examples of fast fashion brands we avoid at all costs are Shein, Temu, Zara, H&M, Gap, Old Navy, Victoria’s Secret, and ASOS. These companies add hundreds of products to their websites each day, primarily use synthetic fabrics, and offer little or no transparency about their labor force and working conditions.

Garment workers in fast fashion factories report physical and sexual abuse, child workers as young as 12 years old, forced unpaid labor, and even deadly working conditions. When we’re tempted by fast fashion, we consider the people behind the clothing and decide it’s simply not worth the cost.

 What are some solutions to the fast fashion problem?

Buy less and choose well.

The most significant step we can take to end fast fashion is to curb our consumption. We can empower ourselves by recognizing that we don’t need a new outfit for every occasion and that whatever our favorite influencer is loving this week is not a necessity. When we do need new clothes, we can purchase from ethical, sustainable businesses or thrift stores, subscribe to clothing rental companies like Rent The Runway and Nuuly, or check second-hand apps like ThredUp and Poshmark.

Here are some tips to avoid supporting fast fashion brands:

• Research brands: Before purchasing, research the brand's sustainability practices, labor policies, and material sourcing.
• Invest in quality: Choose well-made pieces from brands that prioritize durability and ethical production.
• Embrace secondhand fashion: Shopping at thrift stores, consignment shops, or online resale platforms is a great way to find unique and sustainable clothing.
• Support sustainable brands: Look for brands that use organic materials, fair labor practices, and transparent supply chains.
• Repair and mend: Extend the life of your clothes by repairing small tears or alterations.

By being mindful of these factors and making informed choices, we can contribute to a more sustainable fashion industry.

Ready to ditch fast fashion for good?

We've got you covered! Explore our collection of sustainable clothing made with ethical practices and check out our blog for all of your sustainable fashion resources.

Sources:

• https://blogs.gwu.edu/law-gwpointsource/2023/10/02/fast-fashion-polluting-our-water-millions-of-clothing-items-at-a-time/
• https://earth.org/fast-fashions-detrimental-effect-on-the-environment/
• https://www.wri.org/insights/numbers-economic-social-and-environmental-impacts-fast-fashion
• https://cleanclothes.org/poverty-wages
• https://www.europarl.europa.eu/topics/en/article/20201208STO93327/the-impact-of-textile-production-and-waste-on-the-environment-infographics