Fast fashion may seem cheap, but it's taking a costly toll on the planet and on millions of young customers
Fast fashion is everywhere—in just about every mall, in the feeds of influencers on social media , and in ads constantly popping up online.
Its focus on the continual production of new clothing is marked by speedy fashion cycles that give . Fast fashion is intended to quickly copy high-end designs, but with low-quality materials, resulting in poorly made clothing intended to be worn once or twice before being thrown away.
One of fast fashion's leading companies, Zara, has a mission to put clothes in stores 15 days after the initial design. Another, up to to its website daily.
While others in the fashion industry are working toward more sustainable clothing, fast fashion is focused on profit. The market's value was and growing quickly. It's a large part of the reason global .
The big winners in this game are the corporations. The industry has a reputation and for excessive pollution and . Consumers are pulled into an to buy more as cheap clothes fall apart fast.
Fast fashion also has a growing impact on the global climate. It is responsible for an , and its emissions are as the industry expands.
I teach courses that . The industry's growth seems unstoppable—but a combination of legislation and willpower might just rein it in.
Understanding the harm
About are made from synthetic textiles derived from plastics and chemicals that start their life as fossil fuels. When this synthetic clothing is laundered or thrown in landfills to decompose, it can release microplastics into the environment. Microplastics contain chemicals including phthalates and that can affect the health of humans and animals.
Natural fibers have their own impacts on the environment. Growing cotton requires large quantities of water, and pesticides can run off from farmlands into streams, rivers and bays. Water is also used in chemically treating and dyeing textiles. A 2005 on cotton's water use estimated that, on average, a single (2,650 liters) of water from crop to clothing rack, with about 300 gallons (1,135 liters) of that water used for irrigation.
The chemicals used to process textiles for clothing for the fashion industry also contaminate wastewater with . And that wastewater in many countries, affecting the environment and wildlife.
Fast fashion's high output also . More than of textile waste ends up in landfills globally each year, by one estimate, as it slowly decomposes. Only a .
From fashionista to environmental guardian
In many cultures, people's to fashion choices, reflecting culture and alliances.
The allure of buying new items comes from many sources. Influencers on social media play into FOMO—the fear of missing out. Cheap items can also lead to impulse buys.
Research shows that shopping can also create a . However, fast fashion's into "," causing them to dislike purchases they previously enjoyed, so they quickly replace them with new purchases.
Famous personalities may be helping to push back on this trend. Social media explodes or Kate Middleton, , wears an outfit more than once. The movement is starting with small steps, by urging consumers to plan to wear every piece of clothing they buy at least 30 times.
Upcycling—turning old clothing into new clothing items—and buying sustainable and high-quality clothes that can last for years is being and other organizations, including .
Some influencers are also . Research has shown that for making more sustainable choices. The largest market for fast fashion is , many of whom are also concerned about climate change and might reconsider their fast-fashion buys if they recognized the connections between fast fashion and environmental harm.
Some governments are also taking steps to reduce waste from fashion and other consumer products. The European Union is to last longer and prohibiting companies from throwing out unsold textiles and footwear. France has pending legislation that, if passed, would and their products, require them to post the environmental impact of their products, and levy fines for violations.
Changes in consumer habits, new technologies and legislation can each help reduce demand for unsustainable fashion. The cost of cheap clothes worn a few times also adds up. Next time you buy clothing, think about the long-term value to you and the planet.
Provided by The Conversation
This article is republished from under a Creative Commons license. Read the .
