Have you ever questioned why you see brand new styles every time you walk in front of a large clothing retailer? This is a result of fast fashion. Brands produce low-priced clothes frequently and efficiently as possible. In the past, there were two seasons in which clothing was released, “Spring-Summer” and “Autumn-Winter”. Therefore, the consumer would be limited as to new releases, as they would only be able to access what was released within those two fashion seasons. Now, brands have evolved, and as fast fashion has changed, these seasons have been divided into 52 micro-seasons, where there is almost always a new trend each week. Retailers make new designs every week in order to put out new labels every week which can simply result in more profit. However, to keep up with fast production and cheap production companies use cheap economical labour. Moreover, fast production can lead to environmental pollution which can cause catastrophic effects to the environment. There is also the question of ethics, in that one must question whether dyes were used on animals, as well as whether workers were fairly paid. If not, it is an abuse of human rights.

The result of fast fashion is retailers’ supplies are too high for their demands resulting in larger obsolesce costs. Since the supply is drastically high, retailers embolden consumers to purchase in bulk, without thinking about the prices of the clothes. This leads to consumers buying clothes which they don’t genuinely need. Mostly, this result in the overabundance of inexpensive items meaning that we regard clothing as disposable and cheap. What happens to our unwanted pieces of garments? Charity shops are oversupplied with unwanted clothes, which a minute number are given a second chance. However, most of the items are incinerated which produces carbon dioxide emissions in landfill sites or exported abroad which damages the environment substantially by increasing the amount of pollution in the air.

Fast fashion contributes no benefit to the environment. The excessive number of textiles needed to keep up with the growing trend is staggering it results in the production of CO2 and large amounts of greenhouse emissions. In addition, to polluting the air the discouraging trend contributes in polluting the earth’s water. The mind-boggling statistic it takes 2700 litres of water to make one cotton t-shirt. The statistic is alarming considering how many cheap cotton t-shirts we see on sale in retailers. Also, the cheap textiles used in Fast Fashion (Polyester) shed microfibres that contribute to ocean pollution.

To conclude, to help create a more sustainable world and wardrobe, you do not need much to get started. To begin use your brain more when buying clothes, for example, questioning whether you the item is necessary? Stop consuming from your gut. Take the time to look at what is currently in your wardrobe, what you need and where you are going to buy it. See the value in the clothing you already own and always keep these three rules in mind when consuming: buy organic, buy local, buy consciously.