On Fast Fashion And Conscious Choices
Do you know that the way that we buy and wear clothes has changed vastly in the last centuries? People used to get measured and have clothes made for them with endurable materials, that were meant to last for many years. Sometimes the garment would pass as inheritance to the new generations. It wasn’t up until 20th century that clothes started to get massively produced in standard sizing. Nowadays the fashion industry is a total different story than it used to be. Some of the changes are for the best but…not all. Well, let’s start with the more obvious problem. I’m sure that everybody is more or less familiar with the term “fast fashion”. If you have a passion for fashion, I’m sure you came across. Fast fashion describes in general the situation with the fashion industry in our days. It connects directly with mass garment production, unsafe working environments, underpaid employers, exploitation of children labor and much more.
What is it about?
When we talk about fast fashion, we are referring to a speedy process between design and production. Most of the time we have new collection every 4-5 weeks. Sometimes even in 2 weeks. These are 12 to 24 collections per year! Under these circumstances everybody can figure out that everything is happening in the lowest, humanly possible expense, with no value for the human labor, under payments, bending the law regarding working safety etc. But of course the retail price is cheap and approachable.
How it started?
It was created as a concept based of the need of the consumer. The demand for modern, fashionable clothes in a very low price so everybody can afford it. It is kind of a trap though. Because they introduce new fashion trends every other week. You go to the store, you like something, you have to buy it right now because you know that it will not be there in couple of weeks. Once you buy it and wear it once, it is already out of fashion. Once it sells, they know they have to make something new. And usually garments like that, are of such low quality that they are not sustainable, so you always need something new.
How does it work?
These companies have to cut out expenses from all their departments in order to be able to produce so many collections. They don’t need to have a designers department. Designers spend time to get inspiration and have to go though thought process of how to transform their inspiration into a fashion collection.
These industries get their inspiration from influencers, artist ideas that they come across, independent designers, they copy without owning the copyrights. Once they find something that they know is becoming popular and will sell, they produce it in high quantity so the production cost remains as low as possible. They aim to produce more than the expected sells because if the item sells fast, they don’t have time to reproduce it within the time of two weeks. If it doesn’t sell then it either goes to their outlets or to waste. They choose countries for the clothing production that have low wages for the workers and loose laws referring to work safety and human rights. When you read the garments label and it it referring to the country it was made in, this is usually the last destination that the garment arrived. When it comes to fast fashion, we cannot be sure in how many countries it was processed before its final stage where it gets labelled. Also sometimes the label doesn’t actually indicate the quality or the origin of the garment. Multiple times they buy the threads from one country, the fabric from another, they sew it to another country and they label it in another. It could be packaged or shipped from another country even. In the end, the price that we pay for this garment is not even equal to its low standards. We pay too much, even for their low prices, having no idea where it was made, under which circumstances and of what material.
How it effects the environment?
Well, new researches show that fabric wastage is the second higher cause for water pollution. The chemicals that they use to process fabrics and paint them, usually the lowest quality and standards, effects directly the health of the humans that work with them and the livelihood of their neighbours and families. In a bigger scale it creates pollution on earth and on masses of water. Many countries that used to accept fabrics for recycling, they cannot handle the amount of the garbage that is pilling up anymore and therefore they close their gates. Although many countries struggle to recycle fabric, the amount of garbage that is gathered is too much to be dealt with. Fast fashion provides accessible items in the lowest price, it makes the shopping experience something ordinary, like grocery shopping. You walk by a nice display and you can go in the store and purchase what you like because of the low cost, without any concerns. Without thinking whether you have similar items in your closet or if you really need what you just bought. Of course it is so easy to fall into this trap. I remember myself younger, having extra cash on side and buying new clothes every other day. I ended up with clothes all over the place, but yet nothing to wear, clothes that I might have worn once. Spending money left and right for no reason. When I had to move out and travel I realised the value of having a personal style and following my own fashion instincts. Buying quality clothes that enhance my personal style and stay with me for many years. My closet has become smaller but better in many ways.
What can we do?
I believe as individuals it is our duty to educate ourselves and get informed for this matter. I know that everybody, including me, we own garments that wet purchased from fast fashion chains. They are cheap and convenient for a small period of time. Now that we get more awareness of the problem, we can choose whether we want to contribute further to the matter or change our ways and find a more ethical solution. One way to do that is to discover our own unique style. Once you figure out how to express yourself through your wardrobe, it is easier to pick sustainable items that not only represent yourself better but are of high quality. You have to escape the loop of buying everything that is “in fashion” and instead pick whatever is in but will enrich your closet and make it unique. Try to find stylish things that fit with your silhouette and body type, make you feel comfortable and are made of sustainable materials. Those garments can be worn always, they never get out of fashion and they compliment you.
Another solution are the thrift stores or second hand. People with unique styles know everything about these stores! You can find treasures there. Vintage items that have significant design and quality. It is a nice way to reduce the fabric wastage.
You can also try shopping online from companies that have awareness of the fast fashion industry problem and use ethical means to produce and distribute their designs. They might be a little bit more expensive than you are used to, but on the other hand, once those jeans that you bought there last for at least 4-5 years you will know that you have made a profit. Instead of spending small amounts for 2-3 jeans every year you can spend that amount once and purchase something that was made to fit YOUR body type and will stay with you for many years to come.
Try to buy clothes that are made in countries that have standards in working conditions so you know that no adult or kid got exploited, sometimes to the death, for a cheap fashion garment.
How to tell?
Pointers that the brand is fast fashion
- Look at the label and make a small research. If the brand is producing in countries that there are no laws for workers or accidents it shows that the brand doesn't care how and where the garments are produced.
- Most of these brands are part of a larger corporation group and usually they use the same production method. Again, a small research will be very helpful.
- These brands have questionable ethical policies. Be mindful when they claim to use ethical practices. Sometimes these claims are just for marketing reasons.
- Break down the price tag. If the price of a tank top is 5$, how much the fabric cost, the thread, the sewing, the packaging etc.?
- Always keep yourself informed and aware for this matter.
