Fast Fashion: It’s time to reconsider our buying habits
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 take a closer look:
The purchase:
“I love this! I can afford it! It is such a good price and so cute!”
The aftermath:
(One day, one week, or one month later…): “When did I buy this? Hmm… I don’t really need it.”
At this point, the item will remain in your already full closet, get donated, or you may even try to sell it.
Reality:
Even clothes donated with the best intentions often end up in a landfill or incinerated. Fast fashion is often poorly made and easily falls apart, so it is often not accepted for resale and ends up being thrown out and sent to the dump anyway. This is a serious problem because landfills are one of this country’s largest sources of methane gas, a potent greenhouse gas. We don’t hear or read much about methane, but it is about 80 times more powerful at warming the atmosphere than carbon dioxide (C02).
Reality:
Consider why fast fashion is so cheap. Hint: the clue is in the word fast. The rapid creation and delivery of new collections mean a constant demand for natural resources and a significant carbon footprint. The fabric must be sourced before it is dyed, washed, finished, and turned into a textile, all requiring substantial water use. Cheap clothes are often produced in developing countries without regular access to clean water, and companies often dispose of chemicals in their soil and water without proper treatment, leading to environmental degradation and health risks for local communities.
Solution:
- Think before you shop. Are you buying something because you need it or just because… If the latter, take a beat and walk away. You can always come back another time.
- Explore sustainable fashion alternatives, resale sites, or thrift shops. (See our Re-Directory to discover great sites.)
- Rent from companies like Nuuly or Rent the Runaway
- Prioritize quality over quantity. * Does anyone need one more hoodie or pair of pajama bottoms?
- And, remember, re-wearing clothes is very chic.
