Fast Fashion: What it is and Why it is not sustainable

What is Fast Fashion?

Fast fashion is a debated phenomenon in the fashion industry, characterized by the rapid production of clothing inspired by major brands, offered at low prices and with extremely short production times. The goal is to make trendy products available to consumers in the shortest possible time while minimizing costs.

The origins of "fast fashion"

The earliest traces of this model date back to the 1600s, when stores such as the Slop Shops in America sold new and used military uniforms to workers with limited resources. This primordial concept of fast fashion persists to this day, with the purchase of ready-made clothing at affordable prices. During the industrial revolution of the nineteenth century, mass production of clothes for the middle class became prevalent, with workers often exploited for cheap production.

Environmental impact of fast fashion

Fast fashion has a significant environmental impact that is incompatible with a sustainable future. In addition to massive electricity consumption and water waste, low-cost brands produce millions of tons of hard-to-dispose-of synthetic textile waste, often containing harmful chemicals.

A Greenpeace investigation of the Shein brand in 2022 found the presence of polluting materials in many garments, sometimes exceeding European legal limits.

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Social problems associated with fast fashion

Large-scale production drives many companies to package their products in developing countries, exploiting cheap labor and ignoring workers' rights. This results in low wages, poor working conditions and lack of protection for workers.

Initiatives to address the problem

Some initiatives seek to promote more sustainable fashion. The European Parliament voted for an action plan on the circular economy in 2021, aiming to reduce the use of microfibers in the environment and implement stricter standards for manufacturing consumption by 2050. Initiatives such as the Italian Detox Implementation Consortium seek to guide companies toward toxic-free production and more sustainable fashion.

Consumer Involvement.

Active consumer participation is key to promoting positive change. Conscious purchasing and preference for brands that adopt sustainable practices are key steps toward a more environmentally and socially responsible future.