Combatting Fast Fashion in a Consumerism Driven Society
Every second, the equivalent of one garbage truck full of textiles is burned or dumped in landfills around the world. Behind this staggering waste lies an industry that has fundamentally transformed how we think about clothing—turning garments from long-term investments into disposable commodities. Fast fashion, the business model that churns out cheap replicas of runway trends at breakneck speed, has created an environmental and social crisis hiding in plain sight in our closets. Fast fashion is a significant source of both water pollution and greenhouse gas emissions. A study found that in 2015, Americans threw out nearly 12 million tons of clothing and shoes—three times the amount in 1990; 69% of that ended up in landfills. A UK study suggests that around 300,000 tonnes of clothing end up in household bins yearly, with approximately 80% of this incinerated and 20% in landfills. We have seen a rise in online retailers, such as Fashion Nova, Misguided, and Lulus, which have thrived by appealing to younger audiences through Instagram. There is a lack of robust alternatives as the industry fails to keep up with the environmental concerns of consumers, making it difficult to move forward without scientific advancement. In addition, large corporate retailers are not seeking to change their fundamental business model or create cultures of sustainability. Retailers will continue to push overconsumption on shoppers to increase profit since, as Elisabeth Rosenthal notes, “Neither manufacturers nor customers understand much about how and when clothing purchases degrade the environment”. The current framework values stakeholder relations above the nature of social and environmental impacts. The fast fashion business model relies on continual expansion and disposable products. One must also note that it is, in part, a gendered issue as women participate in the fashion industry more than men. A study found that women’s clothing sales in Britain rose 21% between 2001 and 2005 by 24 billion pounds. Another study stated that 50% of women’s income goes toward purchasing clothing, usually fast fashion. Additionally, fast fashion and overconsumption contribute to class disparities. This is all a result of consumers choosing what’s easy over what’s right. Some have argued that Forever 21 going bankrupt in 2019 means the industry is moving forward (Bhattarai); however, correlation does not necessarily equate to causation; for example, the fast fashion powerhouse H&M sales have been increasing steadily since 2020 after experiencing a drop in 2019. The bottom line is that much change still needs to happen. Children too, are often the victims of cheap labor exploitation methods. So how do we combat fast fashion? Many brands have begun improving the sustainability of their products. Given this fact, you should take the time to research brands and products before making purchases. Consumers should be more conscious when purchasing high-quality clothing produced more environmentally and humanely. Supporting small businesses is a further viable alternative. Purchase of used and vintage clothing from new resale sites such as ThredUp, Poshmark, and theRealReal is another option people have taken advantage of as their user bases are steadily increasing. Rental Plans are another viable option, as clothing rentals are an effective way to combat the waste and environmental damage caused by fast fashion. Companies like American Eagle Outfitters and Ann Taylor are implementing this. Not only does this help the environment, but it also offers economic relief to consumers accustomed to purchasing clothing quickly that needs to be replaced. One start-up founder went as far as to claim, "renting clothes is going to replace fast fashion”. Another way to combat fast fashion is to buy clothing from companies with transparent sourcing and responsible labor practices. Experts agree that sustainable materials implement less wasteful production of distribution processes and address the industry’s unfair labor practices'. Examples of these sites include Reformation, Allbirds, Everlane, and Rothy’s. There is also an element of hope on the corporate scale, with fast fashion chains responding to consumer demand. Inditex (Zara’s Parent Company) is transitioning to use only organic, sustainable, or recycled cotton, linen, and polyester by 2025, while Asos had plans to reduce greenhouse gas emissions by 2020. But these performative sustainability initiatives don’t work because of many additional branding elements to the public, making your action as an individual even more important. It is believed that the ultimate solution is to buy less and own less clothing, but many propose alternate solutions. For example, one expert suggests “more use of the items they already own, shopping secondhand and mending items instead of throwing them away”. Finally, in order to encourage these changes in consumer trends – namely, shopping more sustainably, buying second-hand clothing, and renting clothes – activism and policy changes should arguably focus on specific, individual markets rather than one broadly sweeping undertaking. This way, trends and characteristics of individual markets can be considered. Ultimately, fighting fast fashion isn't just an environmental imperative: it's economically smart. Rental services, secondhand shopping, and investing in quality pieces all save money while reducing waste. In a world where the true cost of cheap clothing is finally coming to light, the most expensive purchase might be the one that seems like a bargain. The most sustainable closet is often the most affordable one in the long run.
