Fast Fashion VS. Sustainable Fashion: Why Consumers Should Be Encouraged, Not Shamed

Now more than ever individuals, especially younger generation individuals such as Millennials and Generation Z, demand brand transparency and gravitate toward organizations that participate in philanthropic efforts. The fashion industry, which was once so opaque, has now been exposed to the public for its substandard practices.

Fast fashion brands such as Fashion Nova, BooHoo, Pretty Little Thing, and Forever 21 allow consumers to purchase clothing that mimics designer pieces at a substantially lower cost (Darmo, 2020). However, their production techniques often come at an extremely high environmental cost and cost to the lives of those who make the clothes (Darmo, 2020).

The statistics that have been brought to light about the fashion industry have shown a lack of ethical concern for workers and the environment. Fast fashion brands use open-loop production cycles in the production of garments which directly pollute waters and land (Schlossberg, 2019). The fashion industry is also responsible for 8% of the world’s carbon emissions (UN Environment, 2019). Additionally, according to the 2020 Fashion Transparency Index, only 5 out of 250 brands surveyed “publish a time-bound, measurable roadmap or strategy for how they will achieve a living wage for all workers across their supply chains”, making it common for workers at fast fashion production facilities in emerging markets less likely to receive a living wage (Darmo, 2020).

While the easiest advice to give consumers is to “Stop shopping with these fast fashion brands”, there is no simple way for individuals to do zero-waste perfectly. The most challenging part about choosing to shop brands that promise sustainability is the cost. Sustainable brands often are more expensive as they account for fair wages and ethical production processes. For many, accessibility or means to obtain sustainable fashion is limited.

Instead of putting pressure and shaming consumers who purchase from fast fashion brands because of their economic and social status, pressure should be placed on large corporations that make it difficult for the majority of the population to lead a sustainable fashion life. Further, consumers should be encouraged to learn more about the truth surrounding the fashion industry and applauded for their small steps and efforts toward living a sustainable lifestyle personal to themselves— whether that be reusing clothing, shopping at vintage stores, or buying from sustainable brands.

References

Darmo, J. (2020, December 02). 20 Hard Facts and Statistics About Fast Fashion. Retrieved December 16, 2020, from https://goodonyou.eco/fast-fashion-facts/

Schlossberg, T. (2019, September 03). How Fast Fashion Is Destroying the Planet. Retrieved December 16, 2020, from https://www.nytimes.com/2019/09/03/books/review/how-fast-fashion-is-destroying-the-planet.html

UN Environment (Ed.). (2019, March 14). UN Alliance For Sustainable Fashion addresses damage of ‘fast fashion’. Retrieved December 16, 2020, from https://www.unenvironment.org/news-and-stories/press-release/un-alliance-sustainable-fashion-addresses-damage-fast-fashion