The fast fashion industry has played a huge part throughout our lives, whether we know it or not. The first fast fashion brands began in the mid-twentieth century, with familiar favourites like H&M, Zara and Primark all running on the same principles: trendy, affordable, and quick. Sounds great, right? But, as it turns out, very cheap clothing has a shocking environmental impact. This cycle of overconsumption is getting out of control, and it’s up to us to take back the reins.
So, say you need a new top for a party next weekend. No problem; you can get a lookalike of the latest celebrity outfit for just a few quid online. Online retail super giants such as She-In, Boohoo and Missguided have taken consumerism to a new level, with garments becoming cheaper and more disposable than ever, and a speedy production line to allow the latest trends to be easily available to the public. With consumerist culture permeating every corner of our society, it’s really no wonder that a 2019 Oxfam study found that the UK alone buys an average of 2 tonnes of clothing every minute. Not only do we over consume, but we also waste vast amounts of clothing; in the UK, around 11 million garments are sent to landfills each week. This data is very revealing, and should encourage us to consider what clothes we really need.
As well as producing a huge amount of waste, the fashion industry has a shocking environmental impact, making up about 10% of Earth’s total carbon footprint. This is due to a number of factors, including factories running on fossil fuels, vast volumes of water needed to grow cotton, plastic microfibers in synthetic fabric, and the energy needed to distribute all these clothes worldwide. Did you know that to grow enough cotton for a single jacket, you need 10,3030 liters of water? To put that number into perspective, that’s equivalent to 24 years’ worth of drinking water for 1 person. There are so many ways in which the fashion industry is exacerbating the effects of climate change, yet we are the ones who are fueling this damage.
Additionally, fast fashion is having devastating and immediate social repercussions for the first-line victims of the industry. Fashion is the world’s 2nd biggest polluter of water, primarily due to the dangerous chemicals often used in dyes. The disposal of these chemicals into freshwater sources has been linked to miscarriages, birth defects and cancer for the people living near factories. It’s even said that, in the Citarum River in Indonesia, local residents can tell what the “’it’ colour of the season will be based on the colour of their water. We rarely stop to consider these consequences when ripping open an online shopping delivery, but we mustn't forget the human sacrifices behind each and every piece of clothing purchase.
So wherever possible, we must try to invest in greener alternative brands, and support their mission for the greater good of the planet. There are a plethora of great ethical brands out there, an example being the Canadian brand Tentree. Tentree seeks to use high-quality materials, and plants 10 trees for every item sold, aiming to plant a total of 1 billion trees by 2030. On the other hand, if you’re looking for something a bit more affordable, charity shopping or thrifting is the way to go. If you haven’t yet had a rifle through the racks of your local Cancer Research or Oxfam, it’s definitely worth taking a look; you’re sure to find something that takes your fancy, and you will also be donating to a great cause in the process. Other online alternatives such as Depop and Ebay are a convenient way to refine your search for pre-loved clothes, or sell on items you no longer want.
It really is time for us to make the switch away from fast fashion, and work towards a more sustainable future. Like all good habits, it may take a while to get used to: but once you start, you’ll never want to turn back. The key message is that the clothes we wear, and where we get them from, matter. They are not just a disposable commodity to be nonchalantly discarded after a few wears. So next time you see a ludicrously cheap item on the racks in Oxford Street, be willing to challenge your urge to consume. Consider the story behind each garment, and remember that cheap clothing always comes at a price.
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