Fast fashion refers to low-quality, cheap, mass-produced, and machine-made items (especially clothes) that end up in landfills soon, meaning that they have a low lifespan.
It has a negative impact in the environment, product quality, and supply chain workers. The quick methods utilized in the fashion business necessitate the use of low-cost labor and artificial materials derived from destructive agricultural practices, hazardous chemicals, and synthetic fabrics. Consequently, the fashion sector is the world's second largest polluter of freshwater sources.
Greenwashing, sometimes known as "green sheen," is a type of marketing used to deceive the public into believing that an organization's products, goals, and policies are ecologically beneficial. Even though promoting a fake ecological image for a company is illegal, many fashion firms offer greenwashed products to gain consumer trust and increase earnings. Companies such as H&M, Zara, and Uniqlo have been exposed for making use of greenwashing throughout the years.
After all, it is tacit that fast fashion is extremely harmful to the environment. However, people are still driven to opt for fast fashion rather than buying a garment of better quality, since that often means a much higher price. Fast fashion attracts a large number of consumers because of its affordability and accessibility, while simultaneously allowing users to have quick access to the latest trends.
Another positive aspect that fast fashion brings is economic growth - due to its high demand, the productivity in the involved factories increases. Moreover, even though there isn’t yet a wide range of eco-friendly options, some fast fashion brands are starting to take this issue more seriously. For example, Zara is aiming to only use sustainable textiles and materials by 2025, and Adidas aims to reduce water consumption in their production and provide fair labour practices.
However, it is important to recognize the downsides of participating in this controversial industry. Therefore, next time when shopping, it is recommended to buy staple garments of better quality instead of following trends, since they will last for a long time and are very versatile. Also, avoiding overconsumption is a crucial step in the journey to a better and more sustainable environment - so try to only buy clothes when they are needed.
Photo Source: Alivre Lima
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