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João Pedro Morgado

Is Fast Fashion Getting Faster?


Fast Fashion

Fast fashion has taken over our wardrobes, offering cheap, trendy clothing at an irresistible pace. We've all been there—buying a dress or shirt on a whim, only to wear it once or twice before it gets relegated to the back of the closet, or worse, falls apart after a single wash. This cycle not only leaves us feeling guilty about the money wasted but also perpetuates the unethical treatment of workers and contributes to environmental degradation.


The Environmental and Human Toll

“Fast fashion is very cheap prices, very low-cost materials, not paying staff the legal minimum wage for that country or region, and a heavy marketing strategy of ‘get it now or regret it,’” says Jennfer Walderdorff, a sustainable fashion consultant. This industry thrives on micro-trends and rapid production, offering consumers the latest styles at the lowest prices. But beneath the surface, the environmental and human costs are staggering. The fashion industry accounts for 8-10% of global greenhouse gas emissions, surpassing the aviation and shipping industries combined. Additionally, it takes 2,700 liters of water to produce a single cotton shirt, a resource that could sustain one person’s drinking needs for over two years. If we think about massification, one entire store, one entire franchise, worldwide, we can easily get lost in the burdens accounted.


The human cost is just as bad. Fast fashion is built on the exploitation of workers, particularly young women in developing countries, who are paid far less than a living wage and work in unsafe conditions. According to the International Labor Organization (ILO), approximately 170 million children worldwide are engaged in child labor, with many producing goods for consumers in Europe, the U.S., and beyond. To understand this number, this is equivalent to the entire population of Bangladesh. Child labor deprives these children of education and violates their rights, despite a 30% decline in such practices between 2000 and 2012. However, 11% of children globally are still trapped in this situation, often working in hazardous conditions that are illegal and unacceptable under international standards.



In Bhutan, the rise of ultra-fast fashion, particularly with brands like Shein, is becoming increasingly concerning. Young Bhutanese women, like their counterparts worldwide, are drawn to the allure of trendy, affordable clothing. However, this growing obsession is in stark contrast to Bhutan’s longstanding commitment to environmental sustainability. While the country has successfully avoided many pitfalls of the global garment industry through strict trade regulations, the surge in fast fashion consumption threatens to undermine these efforts.

This mindset shift from quantity to quality is at the heart of slow fashion.

Use The Brakes. Slow Down

Despite the challenges, adopting a slow fashion mindset is not as daunting as it may seem. The first step is to evaluate what we already own. By doing a wardrobe audit, we can identify items that can be mended, restyled, or even donated. Sustainable fashion isn’t just about buying new ethical brands; it’s about reducing consumption overall. As Roberta Lee, a sustainable fashion expert, suggests, we should aim to purchase timeless, versatile pieces that can be worn multiple times and across different occasions.


Buying secondhand is a great solution to engage with slow fashion. Thrifting allows us to find unique, high-quality items that are often more durable than fast fashion counterparts. However, it’s essential not to fall into the trap of overconsumption, even with secondhand goods. The goal is to minimize waste and make thoughtful, intentional purchases that will stand the test of time. If a piece of clothing can’t be repaired or reused, recycling is a viable option, though it is not without its challenges. Mixed-fabric garments are difficult to recycle, highlighting the importance of choosing clothing made from single, natural materials whenever possible.


When buying new, it’s crucial to be discerning. Labels can be misleading, and not all “sustainable” claims hold up under scrutiny. Instead of relying solely on where a garment is made, look at the brand’s overall practices and commitment to sustainability. Tools like the Ethical Brand Directory and Good On You can help identify companies that prioritize fair labor practices and environmental responsibility. Keep in mind that the goal is to invest in pieces that will last, rather than contributing to the cycle of fast fashion.


All in all, slowing down our fashion consumption is about more than just changing our shopping habits—it’s about fostering a deeper connection with our clothing, the environment and the people who make it. Choosing to support brands that prioritize sustainability and ethics help drive change in the industry, leveraging their business and setting them as examples in the market. As consumers, we have the power to shift demand away from the buy-use-waste culture of fast fashion and towards a future where fashion is a force for good, both for the planet and for the people.

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