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WHAT ACTUALLY IS FAST FASHION?

We hear this term everywhere but do you know really what constitutes fast fashion and why it is so dangerous to the earth and humanity? Let's delve in and find out.

a man working in factory in India

Fast fashion is a term used to describe the trend of rapidly produced, affordable clothing that is designed to meet the demands of consumers for trendy and constantly changing styles. This model has transformed the fashion industry, allowing retailers to quickly bring new products to market and sell them at low prices. However, it has also created a number of social and environmental issues that need to be addressed.


The fast fashion industry is built on the premise of producing clothing quickly and cheaply. This means that companies are constantly looking for ways to cut costs and speed up production. This often comes at the expense of workers and the environment.


One of the most significant issues with fast fashion is its impact on workers. Many fast fashion brands outsource their manufacturing to countries with low labor costs, which can lead to exploitation of workers. Workers in these countries are often paid very low wages, work in unsafe conditions, and are not provided with basic benefits like healthcare or paid leave.


The fast fashion industry also has a significant impact on the environment. The constant production and consumption of clothing leads to the use of large amounts of water, energy, and chemicals. In addition, many fast fashion items are made from synthetic materials like polyester, which are not biodegradable and can take hundreds of years to break down. This has led to an increase in textile waste and pollution.

landfill from fast fashion. Why sustainable fashion is so important
As much as 92 million tons of clothing ends up in landfills every year.

Another issue with fast fashion is its impact on local economies. The constant production and consumption of cheap clothing has led to the closure of many small, independent businesses that cannot compete with the low prices offered by fast fashion brands. This has resulted in the loss of jobs and income for many people.


So, what can be done to address the negative impacts of fast fashion? One approach is to focus on creating or buying from sustainable fashion brands or choosing to shift your brand to be fully sustainable. This means producing clothing in a way that is environmentally friendly and socially responsible. It involves using sustainable materials, reducing waste and pollution, and treating workers fairly. There are many companies that are working to create sustainable fashion brands, and consumers can support these brands by choosing to buy from them.



Another approach is to promote more responsible consumption. This means buying fewer, higher-quality items that are designed to last. It involves taking care of clothing so that it lasts longer and can be worn for many years. Consumers can also choose to buy second-hand or vintage clothing, which reduces waste and supports local businesses. There are even sustainable fashion brands.


In addition, consumers can hold fast fashion brands accountable for their practices. This can be done through social media campaigns, boycotts, and other forms of activism. Consumers can also support legislation that promotes ethical and sustainable fashion practices.


Fast fashion is a trend that has had a significant impact on the fashion industry and the world at large. While it has allowed consumers to access trendy clothing at low prices, it has also created a number of social and environmental issues. There are however many approaches that can be taken to address these issues, including sustainable fashion, responsible consumption, and activism. If you would like to see how you can create or scale your own sustainable brands, book a FREE CONSULTATION with Dawn our founder and sustainability expert who can guide you from start to finish. We can create a more ethical and sustainable fashion industry that benefits both people and the planet.


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