Breaking Fast Fashion for a Sustainable Future
Fast fashion refers to the mass production of inexpensive clothing items that rapidly follow current trends. This industry is notorious for producing a high volume of waste as it constantly churns out new collections to keep up with the latest fashions. Despite its popularity due to affordability and accessibility, fast fashion comes with significant environmental and social costs. It is possible to enjoy fashion without damaging our planet or harming human and animal life. Read on to learn about the impacts of fast fashion and how we can collectively work to end this harmful practice.
Beyond What We Can See
The transient nature of fast fashion means that clothes are often designed to be discarded quickly. For example, in Australia alone, over 500 million kilos of clothing end up in landfills yearly (Rauturier, 2023). This issue extends beyond waste; fast fashion exploits labor, harms animals (mainly due to water pollution), and promotes a “throw-away” culture among consumers.
How to Identify Fast Fashion
One of the most common fabrics in fast fashion is polyester, derived from burning fossil fuels. Polyester production contributes significantly to environmental pollution and the shedding of microfibers, which further pollute water systems. Here are some tips to identify fast fashion clothing:
Rapid appearance of new styles both online and in stores.
Offshore manufacturing.
A wide variety of styles that align closely with current trends.
Looking Towards the Future
There are global efforts underway to reduce the impact of fast fashion. According to Earth.org, the UN launched The Alliance for Sustainable Fashion to curb environmentally harmful practices (Maiti, 2024). Brands like Adidas are experimenting with reducing returns to enhance customer satisfaction, and Ralph Lauren aims to use 100% sustainably sourced materials by 2025. France is working on the Anti Ultra Fast Fashion Bill, which will ban advertising for fast fashion products and impose economic penalties on environmentally damaging fashion items (Wijngaarden, 2024).
France will apply criteria such as the volume of clothes produced and the turnover speed of new collections to determine what constitutes fast fashion under this new law. Notably, the Chinese company Shein, which produces around 7,200 new clothing items daily, is a prime example of intensive fashion production. Once the law is enacted, precise criteria will be published in a decree, and fast fashion producers will be required to inform consumers about the environmental impact of their products. An ecological surcharge of €5 (£4.20) per item is planned from next year, rising to €10 by 2030, though the charge cannot exceed 50% of an item's price. Proceeds from this charge will subsidize sustainable clothing producers, making it easier for them to compete. A measure to limit advertising for fast fashion was also approved, despite opposition from conservative lawmakers who argued it could spell the end of fashion.
Global Impact and Preparation for U.S. Small Businesses
France’s pioneering legislation sets a precedent that could influence regulations worldwide. Manufacturers everywhere may need to adapt to similar regulations, potentially reshaping the global fashion landscape. Small business owners, particularly those in the fashion industry, can prepare for these changes and seize abundant business opportunities within sustainable fashion. Here are a few:
Thrift Shopping:
Online Platforms: Create or invest in online platforms that facilitate the buying and selling second-hand clothing.
Physical Stores: Establish brick-and-mortar thrift stores strategically, providing customers with a curated selection of pre-loved clothing items.
Community Events: Organize community events such as clothing swaps or thrift fashion shows to promote the culture of thrift shopping and encourage sustainable consumption habits.
Artisanal Startups:
Incubator Programs: Launch incubator programs or accelerators specifically tailored to artisanal and handmade clothing businesses. Provide mentorship, funding, and resources to help these startups thrive in the competitive fashion industry.
Marketplace Platforms: Develop online marketplace platforms dedicated to artisanal fashion, connecting artisans with consumers who prioritize quality, craftsmanship, and sustainability.
Collaborations: Forge partnerships with artisanal brands to co-create exclusive collections or limited-edition pieces.
Educating Customers:
Content Creation: Produce educational content through blogs, social media, and video platforms to raise awareness about the environmental and social impacts of fast fashion.
Workshops and Events: Host workshops, webinars, and seminars focused on topics such as sustainable fashion practices, garment care, and upcycling techniques.
Partnerships: Collaborate with influencers, organizations, and educational institutions to amplify your message and reach a wider audience.
How Can You Help?
Here are three key steps you can take to help mitigate the fast fashion epidemic:
Shop Second Hand: This practice slows fast fashion production, is budget-friendly, and supports recycled fashion.
Shift Consumption Habits: Buy less, consider renting outfits, and choose high-quality, timeless pieces.
Educate Yourself: Learn to identify fast fashion companies, research slow fashion alternatives, and investigate your favorite brands' environmental impacts.
Overall, by tapping into the growing demand for sustainable fashion solutions and championing initiatives that promote ethical consumption, businesses and individuals can make a positive impact on the planet and unlock lucrative opportunities for growth and innovation.
References :
Guardian News and Media. (2024, March 15). France’s lower house votes to limit “excesses” of fast fashion with environmental surcharge. The Guardian. https://www.theguardian.com/world/2024/mar/15/france-fast-fashion-law-environmental-surcharge-lower-house-votes
Maiti, R. (2024, March 4). Fast fashion: Its detrimental effect on the environment. Earth.Org. https://earth.org/fast-fashions-detrimental-effect-on-the-environment/
What is fast fashion and why is it so bad?. Good On You. (2023, August 7). https://goodonyou.eco/what-is-fast-fashion/
Wijngaarden, M. (2024, March 25). Upcoming legislation in the EU explained: The end of fast fashion?: Sustainable fashion blog: Project CECE. Sustainable Fashion Blog | Project Cece. https://www.projectcece.com/blog/634/eu-legislation-sustainable-fashion-summary/
