Some impacts that harm the planet are easy to see, and others sit right before our eyes, overlooked. Environmentalists and conscious consumers have placed appropriate blame on oil and gas industries, single-use plastics, and unsustainable agriculture. However, there is a lurking and severe environmental foe that we are all guilty of participating in fast fashion.
Fashion production makes up 10% of humanity’s carbon emissions annually, a value greater than all international flights combined: so why is it not discussed more? We’re here to dive into the fast fashion industry, educate our readers, and teach approachable techniques that anyone can use to combat fast fashion.
In order to know how to combat fast fashion, it is important that we all understand what it is, why it is so successful, and how it damages the environment.
The term “fast fashion” actually never used to exist prior to the Industrial Revolution. Clothing was always an extensive and careful process. Then, individuals had a good relationship with their local tailors and seamstresses. The entire process from start to finish was a slow one. Collections of clothing would only display four times per year; or once per season. People purchased new clothing items infrequently, perhaps no more than a few garments per year. Not only was this all that many could afford, but it was also, to their perspectives, all they needed.
Materials used in production were of high quality and durability: often leather, wool, or fine threads of silk. People had a higher appreciation for their clothing, not only for the much higher price tags but to ensure the longevity of their clothing items.
After the Industrial Revolution, this process changed. It became more capitalistic, fast-paced, and competitive.
The addition of new technologies like sewing machines, textile machines, and ready-made clothing factories was able to accelerate the clothing making and distribution process dramatically in the apparel industry.
Today, fast fashion is a highly profitable business model based on replicating trending high-fashion and casual designs and mass-producing them at a low cost. Most are created using synthetic fibers for their cheap and abundant supply. These include nylon, polyester, and other materials derived from petroleum. Synthetics offered a cheaper alternative to natural fibers, with now over 60% of our clothing containing synthetic materials.
Famous fast fashion stores and brands (Forever 21, Zara, H&M, etc) created business models to market inexpensive, trendy, 
and fashionable clothing to the global market. This industry is profitable due to their rapid production times, inexpensive and exploitative labor in developing countries, and their efficient marketing campaigns. The time it takes for a product to go through the supply chain, from design to purchase, is called a ‘lead time’. Based on findings from 2012, Zara was able to design, produce and deliver a new garment in two weeks; Forever 21 in six weeks and H&M in eight weeks.
This rate is likely to be higher today.
In order to learn how to combat fast fashion, it’s important to cover the negative impact the industry has on the planet. Fast fashion companies use incomprehensible amounts of resources to operate their supply chains. In addition, fast fashion companies are known to be massive polluters of chemical and industrial waste.
In 2015 alone, the sector used 79 billion cubic meters of water for the production of fibers and the dyeing process of fabrics. This is equal to roughly 20,869,592,136,294 gallons; enough to cover the entire state of Arizona in more than a foot of water. To further the perspective, one cotton t-shirt uses enough drinking water to sustain one human being for three years; at roughly 713 gallons.
Meanwhile, UN estimates suggest that globally, 80-90% of wastewater is returned to the environment untreated. Wastewater expelled by these industries is deregulated, especially in developing countries, where companies comply with minimal or zero environmental regulations. This wastewater laced with toxins and industrial chemicals is free to enter nearby water bodies; streams, lakes, rivers, and oceans.
The fast fashion industry is also a leader in carbon emission generation and energy use. From the production of fabrics, 
powering machinery, shipping products, and all of the hidden but significant energy uses, the fashion industry is responsible for 10% of annual global carbon emissions. At this pace, The Alliance for Sustainable Fashion says if the current trajectory continues, the industry’s share of annual carbon emissions will soar to 26% by 2050. Excess carbon dioxide emissions are responsible for climate change, as well as other environmental damages, like ocean acidification.
Waste is a large environmental concern when it comes to clothing. The average American household produces 70 pounds of clothing waste every year. As a whole, the textile industry occupies roughly 5% of all landfill space. In America alone, this translates to 10.5 million tons of clothing thrown away annually.
Discarded clothing items are typically sent to landfills, where they degrade and release microplastic fibers in the process through wind, rain, and other elements. Microplastics are typically released into the environment during washing cycles as well. It is estimated that one piece of clothing can release upwards of 700,000 fibers in a single wash.
For these reasons, we recommend participating in slow fashion, the opposite of fast fashion.
According to the ethical fashion and sustainability blog, Good On You, slow fashion “encompasses awareness and approach to fashion that considers the processes and resources required to make clothing. It advocates for buying better-quality garments that will last longer, and values fair treatment of people, animals, and the planet along the way.” Adding as well that, “slow fashion hones in on reducing consumption and production more specifically.”
Choosing what brands to purchase from and support is important for a slow fashion future. Sustainable brands have wide varieties of practices and missions that make them sustainable, do your research to support those that align with your sustainable values.
Limiting the frequency of how often you shop, as well as the quantity of what you buy, can drastically decrease your personal clothing waste over your lifetime. Minimalism is an excellent approach to get you started, which advocates for only purchasing what you need, and making it last.
Supporting brands and businesses that use repurposed or recycled materials in their production is a great way to reduce waste and microplastic pollution.
Purchasing second-hand clothing and items whenever possible helps give a longer life to items already in the supply chain. This helps conserve resources and energy over time by reducing demand on fast fashion companies.
Plus, second-hand options are always cheaper and can help you save a substantial amount of money over time.
Old clothes that have either been too badly stained or damaged to repair can be repurposed. They can be donated to a clothing recycling service, or can be creatively turned into rags or cleaning wipes that are not only washable and reusable but are another money-saver!
Clothing rental services are on the climb. They ensure that you always have fresh, trendy styles without the harsh environmental impact. You can customize your new outfits on a weekly or monthly basis, and these services pay close attention to your personal style to offer you the best clothing matches. Companies like Rent the Runway, Stitch Fix, and Armoire are all great options.
Donating clothes has its place, but it is certainly not a be-all-end-all. Your clothing should be purchased in a meaningful way, where the goal is to hold on to your items for a lifetime. Instead of always purchasing the latest trending styles, purchase classic designs that are sure to work with your style in a timeless way.
Shopping locally, whether that be through thrift stores or small businesses offering new designs, is a great way to reduce your carbon footprint. Supporting local businesses helps your local economy, instead of continuing to fund the billion-dollar fast fashion industry. It also offers a great way to connect deeper to your community.
Support labels that offer high-quality pieces. They are much more likely to withstand wear over time, making your dollars stretch further. The longer an item lasts, the last waste you create. High-quality items are more carefully designed and manufactured.
Finally, consider asking yourself a few simple questions before purchasing new items. Being, how many ways can you wear a piece? Does it fit just right? And will it last 30 wears and washes while still keeping its quality? If so, consider our previous, actionable points, and then arrive at a decision if the item is worth your money and environmental impact.
Consider these steps on your journey in learning how to combat fast fashion. Your involvement will inspire others along the way, and make you feel great knowing that you are doing your part to support slow fashion, and all of the benefits that come with this behavioral and societal shift.
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