The True Cost of Fast Fashion

Let's start with the basics…

What is fast fashion?

Fast fashion refers to the mass production of trend-driven clothing that's made quickly and cheaply. Think of brands like Shein, Primark, PLT, and Zara.

Why is it a problem?

Fast fashion is not built to last and comes with numerous hidden costs.

Environmental cost:

The Fast fashion industry is currently responsible for:

• 10% of global carbon emissions, which is more than the combined emissions from international flights and maritime shipping.
• Over 20% of global water pollution is due to the dyeing and finishing processes.
• 10% of microplastic pollution in oceans, primarily from synthetic fibres like polyester.

Social cost:

• Approximately 80% of apparel produced is made by young women between the ages of 18 and 24, earning as little as $96 per month, equivalent to £71.61 per month.
• Ethical scandals such as the 2013 Rana Plaza factory collapse, which resulted in 1,134 deaths and injured 2,500 others, highlight the poor and hazardous working conditions workers face.
• Evidence of forced and child labour in the fashion industry was found by a US Department of Labour report.

Gen Z's Role

Gen Z is uniquely positioned to drive change in the fashion industry. Our awareness and passion have led journalists to refer to us as the 'sustainability generation' however, convenience still tempts us with social media trends, an increase in FOMO, and the fact that most of us earn a minimum wage. Fast fashion feels like the only solution, but it is not.

Through a few small actions, we can start to shop more sustainably and smarter:

• Research brand transparency reports - I recommend Fashion Revolution’s Fashion Transparency Index; their most recent edition was in 2023.
• Think twice before you buy – Do you really need it? Will you still be wearing it in a month?
• Promote sustainable alternatives – encourage your peers to adopt sustainable shopping practices as well. You can make a difference by sharing a new sustainable brand you've discovered or information you've found in transparency reports, every little effort counts.

Small Changes, Big Impact

Remember, sustainable fashion is not about perfection. It's about progress. Here are some impactful changes:

• Buy less, choose well
• Invest in quality over quantity
• Support ethical brands
• Shop secondhand first
• Care for your clothes properly