The term “fast fashion” was first used in a December 1989 New York Times article. Today it has become synonymous with a business model prioritizing speed and trendiness over quality and sustainability. Brands like Zara, H&M, Forever 21, Shein, Temu, Boohoo, Uniqlo, Fashion Nova, Asos, and PrettyLittle Thing have thrived on this model, offering poorly made, disposable clothes at the lowest possible prices. It’s a cycle of buying, wearing, discarding, and then starting all over again with something new that we, as consumers, have gotten addicted to without considering the environmental impact.

Let’s start with the obvious. As consumers, we all wear clothes, and as Americans, we spend a lot of money buying those clothes. Most of this website will examine which brands are trying to change their supply chains and production cycles. Some are already doing better, some are trying to do better, and some aren’t doing anything. For now, we’ll look at how not only the brands but also our purchasing habits need to change.