Critical Cost Of Fashion – Style Vs Sustainability

Have you ever noticed you are able to buy runaway looks from Milan, London or New York Fashion shows just a few days after it ends at astonishingly cheap rates? These knock offs are produced much faster and at a very cheap rate, that is fast fashion. Basically, theses garments are made through cheaply produced fabrics and are pumped out to stores few days after fashion shows to maximize on current trends. Recently, the term fast fashion has become quite popular among conversations surrounding fashion, sustainability, and being conscious of the environment.

The fast fashion model involves a process of rapid designing, production, distribution, and marketing of clothing, which means that retailers are able to pull large quantities of greater product variety and allow consumers to get more clothes at cheaper prices.

Fast Fashion And Environment

Excessive usage of water leads to depletion of non-renewable sources and emission of greenhouse gases. This industry is the second largest consumer of water and also the largest polluter of water. Synthetic materials like Microplastics are the major culprits that cause microfibers to enter the ocean. Plastic degrades slowly in the ocean, which affects the marine ecosystem. The production of plastic fibre into textiles is an energy-intensive process that requires large amounts of petroleum and releases hazardous matter and acids like hydrogen chloride. Producing clothes needs lots of natural resources, which leads to the creation of greenhouse gas emissions that are responsible for climate change.

More than 70% of apparel is made by young women and children in sweatshops in countries like Argentina, Bangladesh, Brazil, China, India, Indonesia, Philippines, Turkey, Vietnam.

In poor countries with weak or no labour laws and little government control, working conditions are poor, unsanitary, and dangerous as a result, if workers try to challenge their work conditions, they jeopardize their only source of income. It is necessary for workers to put in 15 to 17 hours per day, seven days a week, and endure verbal and sometimes even physical abuse from managers. An example of this is the Rana Factory Case of Bangladesh.

How Do You Realize A Brand Is A Sweat Shop ?

A great way is to verify a brand’s level of transparency; if a brand is not open about their product, they are definitely a red flag. The best way to learn more about a brand is to visit its website and read their brand ethics, morals, and find out where do they make their products. Websites like Fashion Revolution produce an annual Fashion Transparency Index reviewing the world’s biggest fashion brands.

As suggested by Vivienne Westwood, we can start by “buying less, choosing well, and making it last.” Avoiding brands like Shein, Zara, H&M, and Forever 21 and buying clothes from local brands, thrift stores, and buying clothes from ethical and sustainable brand.

As consumers, we have the power to create lasting and meaningful shifts in the fashion industry – moving it from the nightmarish fast fashion to a sustainable and ethical model through more mindful choices about how and where you shop. Together we all can overcome the fast fashion problem.