By the 2020s, the world has witnessed a boom in overconsumption. An onslaught of fast fashion is on the rise, driven by the middle-class’s need to buy more clothing which would be cheap and trendy. Without considering the larger impacts of their consumption choices, the middle-class and wealthy assist in promoting the growth of capitalist corporations. Brands tailor their apparel to match current trends, driving up demand and tempting buyers into purchasing products. Fast fashion might seem “aesthetic” on the outside, but the inner works of fast fashion prove detrimental to everyone. While individuals cannot stop multinational businesses, they should still avoid fast fashion brands.
What is fast fashion?
Fast fashion is loosely defined as a brand which produces a mass amount of clothing catered towards certain catwalk trends, and then sells them at a low cost. Fast fashion is not only a list of companies but also a business model with efficient supply chains, manual labour in sweatshops, and bulk manufacturing industries. The clothing is not of ideal quality, since they are so widely available. Customers expect the clothes to last for a shorter amount of time since they come in bulk, and they will then go back and purchase more after the next trend goes viral. Companies know the clothes won’t stay popular for long. Fast fashion has become a frequent buzzword in sustainability groups due the severe negative impact it has. Examples of fast fashion companies include H&M, Urban Outfitters, GAP, Fashion Nova, Zara, etc.
The Oppression of Garment Workers
Though fast fashion may be sported by smiling models and Instagram influencers, don’t forget the faces behind the textiles. One in every six workers worldwide is a part of cheap labour in the fashion industry; 80% of these workers are women. The women working originate from countries such as Bangladesh, China, Vietnam, and Indonesia, and are typically living in poverty. Girls as young as age 10 are forced into working in the industry. Naturally, workers are not being treated in an ethical way. We hear stories from Bangladesh about women not receiving bathroom breaks and thus ending up with bladder infections. Chemicals such as benzothiazole, which is damaging to the skin, are found in the apparel. Furthermore, none of the workers earn a living wage. Not even 1%. Harassment and abuse rules the workplace.
Strains on the Environment
The environment continues to deteriorate at an alarming rate and fast fashion holds responsibility for plenty of the damage, reported as being one of the 5 most polluting industries in the world. The amount of carbon emissions produced by the fast fashion industry is more than air travel and maritime shipping combined. 1.7 millions tons of CO2 are produced. If the industry does not cut by half its activities, greenhouse gas emissions caused by fast fashion can rise by 50%. Greenhouse emissions trap heat, contributing to climate change and cause respiratory disease correlated with air pollution. Since fast fashion factories are located in developing countries, the worst of the environmental effects occur among the impoverished workers who have to deal with contaminated rivers and oceans due to fast fashion corporations.
Alternatives
Never think that there is nothing one person can do to help. Although ultimately an average person cannot escape corporations, ethical choices for those who can afford it exist. The concept of “slow fashion” promises a fight for labour, better quality garments, and mindful manufacturing. Buy from brands clear about their manufacturing methods. Look up local businesses or independently-owned stores. Support brands who care about sustainability and eco-friendly textiles, not just as a marketing stunt but in a genuine way. Shop from second-hand and thrift stores in order to prolong the life of clothing. Businesses should also be clear about the way they treat their workers and their employment policies. Avoid all multinational corporations. Some sustainable brands include:
Dorsu
Outland Denim
Mayamiko
ARTICLE 22
Conscious Step
The Burden is on the Wealthy
Boycotting is a helpful option for those able to afford more ethical alternatives. If able to find and purchase from better quality, locally-owned, stores, do that. However, the final point should be that this is an issue of large corporations which can’t come to an end by individual choices. Many financially struggling people have come to rely on fast fashion due to availability and prevalence. Unfortunately, current society is one where consumers of a lower socioeconomic status are forced into buying low-quality products. Poor people should not be shamed for fast fashion purchases. The shame is on the wealthy who continue to promote, expand, and directly contribute to exploitation of workers. The fast fashion industry must come to an end.
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