Fast fashion is the rapid design, production and distribution of clothing at extremely low prices. The fashion industry, particularly the clothing industry, is promoted across all forms of media, Instagram, TikTok and television shows such as Love Island, the constant promotion of fast fashion has severe consequences for our environment. According to Business Insider fast fashion accounts for 10% of global carbon emissions. Additionally, fast fashion contributes to significant clothing waste, exacerbating environmental issues by filling landfills and increasing pollution.
Resource intensity
Fast fashion relies heavily on the use of natural resources like water, energy and raw materials. For example, it takes 2,700 litres of water to make just one cotton shirt which is enough water for one person for 2.5 years. It takes about 10,000 litres of water to produce enough cotton for a pair of jeans. Recycled fibers make up only 8.9% of all raw materials in 2021, up 8.4% from the previous year but this is still not sufficient. The excess use of raw materials leads to depletion and pollution.
Pollution
Manufacturing fast fashion garments creates significant amounts of waste and pollutants. It is the second largest polluter in the world after the oil industry. Garments are manufactured in textile factories, and untreated toxic wastewater is dumped directly into local rivers. The wastewater contains toxic substances such as lead, mercury and arsenic which are harmful to aquatic life and ecosystems. These contaminated waters travel to the sea, polluting these waters as well. 200,000 tonnes of dye are lost to effluents every year compromising the quality of water bodies.
Carbon footprint
Fast fashion generates a large number of greenhouse gases in its production, manufacture and transportation. Fast fashion accounts for 10% of global emissions per year; the industry contributes 1.2 billion tonnes of CO2 into the atmosphere. In the UK the clothing generated by an average household is equivalent to driving an average modern car 6,000 miles. When the clothing ends up in a landfill it begins to degrade and this releases methane, another potent GHG which is 28 times more powerful than carbon dioxide.
Clothing Waste
The fast fashion model promotes rapid turnover of clothing, leading to significant waste. Due to the rapid pace that trends change at, the clothes that are bought become ‘out of fashion’ within months of buying them. This means that they are thrown out, ending up in landfills where they take over 200 years to decompose, releasing methane and carbon dioxide as they do so. Additionally, chemicals within the clothes can leach into the surrounding environment. The UK alone disposes of 350,000 tonnes (£140 million worth) of clothing in landfills each year.
Exploitation
As well as the environmental impact, fast fashion also has a disastrous social impact. Fast fashion relies on global supply chains that often result in poor working conditions and labor exploitation. According to the non-profit, Remake, 75 million people make the clothes that we wear, and over 80% of the apparel is made by young girls between the ages of 18 and 24. These workers make as little as $96 per month. This is 3 times less than what the government wage board suggests is needed to live a ‘decent life with basic facilities’. Fast fashion puts stress on mass production and keeping up with the trends above human rights and welfare.
Fast fashion has a detrimental effect on our planet and does nothing to slow the climate crisis. To play your part in fast fashion consider supporting ethical and sustainable brands, buying less clothes and instead buying better quality and donating instead of throwing clothes away.
Alternative Models for Sustainable Fashion
The fashion industry is gradually shifting towards more sustainable models, driven by growing consumer demand and increasing environmental concerns. These alternative models aim to mitigate the negative impacts of the fast fashion business model and promote a more sustainable fashion system.
- Circular Business Models: Circular business models focus on designing products and services that are restorative and regenerative by nature. This approach aims to keep resources in use for as long as possible, minimising waste and reducing the need for continuous consumption of new materials. By rethinking the lifecycle of products, circular business models help create a more sustainable fashion industry.
- Sharing Economy: The sharing economy model involves sharing products and services, which reduces the need for individual ownership and the resulting waste. In the fashion industry, this can be seen through clothing rental services and product-as-a-service models. These business models allow consumers to enjoy a variety of styles without the environmental cost of constantly buying new clothes.
- Closed-Loop Production: Closed-loop production involves designing products and systems that are made from recycled materials and can be recycled or reused at the end of their life cycle. This model significantly reduces waste and the continuous consumption of new raw materials. By adopting closed-loop production, fashion companies can contribute to a more sustainable and circular economy.
- Slow Fashion: Slow fashion emphasises the importance of quality, durability, and timeless design. This model encourages consumers to buy fewer, higher-quality products that will last longer, reducing the need for frequent purchases and the resulting waste. Slow fashion promotes a more thoughtful and sustainable approach to clothing consumption.
The Role of Consumers in Promoting Sustainable Fashion
Consumers play a crucial role in promoting sustainable fashion by making informed purchasing decisions and demanding more sustainable practices from fashion companies. Here are some ways consumers can contribute to a more sustainable fashion industry:
- Buying Second-Hand: Purchasing second-hand clothing is an excellent way to reduce the demand for new, resource-intensive products. By extending the life of existing garments, consumers can help decrease the environmental impact of the fashion industry.
- Renting Clothing: Clothing rental services offer a sustainable alternative to buying new clothing. By renting garments for special occasions or everyday wear, consumers can enjoy a variety of styles without contributing to the waste associated with fast fashion.
- Repairing and Repurposing: Repairing and repurposing existing garments is another effective way to promote sustainable fashion. By extending the life of their clothes, consumers can reduce the need for new purchases and minimise their environmental footprint.
- Demanding Sustainable Practices: Consumers have the power to drive change by supporting fashion companies that prioritise sustainability and transparency. By choosing to buy from brands that are committed to ethical and sustainable practices, consumers can encourage the entire industry to adopt more responsible business models.
By taking these steps, consumers can play a vital role in slowing down fast fashion and promoting a more sustainable and ethical fashion industry.
Introduction
The fashion industry is one of the largest and most polluting industries in the world, with the fast fashion business model being a significant contributor to environmental degradation and social injustice. This model is characterised by its relentless focus on speed, low costs, and high volumes, resulting in a “take, make, dispose” approach that prioritises profit over sustainability. However, this approach has severe consequences for the environment, society, and the economy. The fast fashion industry’s rapid production cycles and disposable mentality are driving a host of issues that demand urgent attention and action. Fashion businesses need to transition to sustainable practices to mitigate the negative impacts of the fast fashion business model.
The Problem with the Fast Fashion Business Model
The fast fashion business model is based on a linear approach that prioritises speed and low costs over sustainability. This model results in a constant flow of new products, encouraging consumers to buy, use, and discard clothing quickly. While this may seem convenient, it has severe consequences for the environment, society, and the economy. The relentless push for new trends and low prices leads to overproduction, excessive waste, and the exploitation of workers. This unsustainable cycle is not only harmful but also unsustainable in the long run.
Reason 1: Environmental Impact
The fast fashion industry is a significant contributor to environmental degradation. The production and consumption of clothing result in substantial greenhouse gas emissions, water pollution, and waste. The textile industry is one of the largest polluters globally, with the production of raw materials, manufacturing, and transportation of clothing causing significant environmental impacts. For instance, the excessive use of water and chemicals in textile production leads to water pollution and resource depletion. Furthermore, the fast fashion industry drives massive amounts of textile waste, with millions of tons of clothing ending up in landfills each year, exacerbating the environmental crisis.
Reason 2: Social Consequences
The fast fashion industry has severe social consequences, including labor exploitation and poor working conditions. The industry’s focus on low costs and high volumes results in the exploitation of workers in the global supply chain. Many workers face poor working conditions, low wages, and long working hours. Additionally, the fast fashion industry is a major contributor to the global garment industry’s poor labor practices, with many workers subjected to forced labor, child labor, and human trafficking. This exploitation is a direct result of the industry’s relentless pursuit of profit at the expense of human dignity and rights.
Reason 3: Economic Instability
The fast fashion industry is also economically unstable. The focus on speed and low costs results in a volatile market, with the industry’s reliance on cheap labor and raw materials leading to a lack of investment in sustainable practices. This creates economic instability and undermines long-term viability. Furthermore, the fast fashion industry’s emphasis on fast fashion business models results in a lack of innovation and a failure to adapt to changing consumer demands. This lack of foresight and adaptability leads to economic instability and a lack of competitiveness, threatening the future of the industry itself.
