The rise of fast fashion and its cheap, endless range of clothing has been hard to go past, but there is a growing movement towards more sustainable options, particularly in the fashion industry. Understanding the difference may help consumers become more aware and make better choices.
What is Fast Fashion?
The fashion industry has evolved over time, going from two seasons a year – Autumn/Winter and Spring/Summer to now fifty-two seasons a year. Yes, that’s one every week! Fast fashion companies are releasing new ranges every single week of the year, changing our attitudes and desires towards clothing. By creating must-have pieces every week, we feel like we “need” to buy something new to keep up with the trends. To be able to keep up with this demand, the clothing produced are cheap and low-quality items.
The business model of fast fashion companies is based on speed, affordability and high turnover. The quicker they can produce the clothing and get it into the stores, the quicker the consumer can be wearing it. With the impact of social media, trends can rise and fall so quickly, so fast fashion brands need to act fast and with volume to support those following the newest trends. This cycle is then repeated over and over.
The Hidden Costs of Fast Fashion
A 2021 report from the World Economic Forum identified the fashion industry as the planet’s third largest polluter (after food and construction). The environmental impact ranges from the depletion of resources when sourcing the raw materials, to the immense amount of water required during the manufacturing process. There is so much waste and even at the end of the items life where does it go?
To be able to produce clothing at such a low price, they need to get it manufactured at the cheapest price possible. This means working with manufacturers who most likely pay their workers unethical wages, and make them work in unsustainable conditions. The cost per item needs to be as low as possible to make the companies profit worthwhile. It shows when some of the world’s billionaires own fast fashion companies!
By producing cheap, low-quality clothing, fast fashion companies have created a throwaway society, where you wear the item a few times and then it can be tossed away, or left forgotten in the back of your wardrobe as you go out and buy that new must-have item. They have transformed our relationship with our clothes and created a disposable industry where it’s cheaper to throw the item away then repair it. What happened to mending and repairing our clothes? Generations before us would invest in pieces that would be worn over and over again and then repaired and mended when a hole or tear appeared. Now when we purchase a $10 shirt, it’s cheaper to throw it away and buy another one.
What is Sustainable Clothing?
Sustainable clothing considers every aspect of the process, from sourcing the materials to manufacturing and production. Sustainable brands will value this above everything else and commit to sustainability over profit because they want to make a difference. If they aren’t passionate about this, it would be easier to compromise when things get difficult.
Some key practices of sustainable clothing includes; eco-friendly materials, ethical sourcing, fair working conditions, ethical manufacturing and circular design. It is a slow, considered approach at every stage. Slow fashion instead of fast fashion.
Fast Fashion vs. Sustainable Clothing: Key Differences
| ASPECT | FAST FASHION | SUSTAINABLE CLOTHING |
| Production speed | Rapid and large-scale | Slow and intentional |
| Materials | Synthetic and cheap | Natural or recycled |
| Labour practices | Often exploitative | Ethical and fair |
| Environmental impact | High | Low |
| Longevity | Short-term and low quality | Long-lasting and high quality |
Why Sustainable Clothing Matters
Sustainable clothing is intentional, with all processes considered before arriving at the final product. It benefits not only the people creating the item, but the environmental impact on the planet too.
Sustainable clothing is generally an investment, but has long-term value. The durability of the item and cost per wear is much higher, and by being more conscious about your purchase, you are investing in an item that you truly love and will wear again and again.
By having an ethical manufacturing process this also creates a positive ripple effect on local communities and the ecosystems surrounding them. Sustainable brands are also generally small businesses, so by supporting them, you are helping support their local communities too.
How to Transition to a More Sustainable Wardrobe
Transitioning to a more sustainable wardrobe is not just about buying from ethical brands instead of fast fashion. It encompasses a variety of different ideas, some of which you might be open to, and others you might not be. The key word here though is transitioning. It’s not a process that happens straight away, but one that evolves over time.
It’s about being more intentional and buying less, and when you do need to buy something, do your research and choose better. Support sustainable and ethical brands. Care for the clothes you already own, and repair them if you can before throwing them away. Shop secondhand or upcycle your clothes into other items.
The key here is to steer away from trends. Trends will come and go, but by choosing something timeless will ensure that it will become a treasured item in your wardrobe.
The Future of Fashion: Can It Be Truly Sustainable?
The fashion industry is constantly evolving, with continual innovations in materials and technology. There will always be new ideas, but we need to ensure that brands are held accountable for their choices, and that consumers are aware of what brands are doing.
Sustainable brands have shown that fashion can truly be ethical. It’s not an easy process, but they do it because they want to make a difference, and show the world that it’s possible.
True sustainability in the fashion industry can only be achieved by the consumer. It is up to us, and what we are purchasing. If we are supporting the fast fashion brands, they are just going to keep in creating more. If they don’t have customers, they don’t have a business.
Making Informed Choices
The real truth behind sustainability in the fashion industry is mindful consumption. The choice is ours and it’s up to us to make better ones. We might think one person won’t make a difference, but we are making the choice about the kind of world we want, and people are watching whether we realise it or not. It doesn’t have to be shared on socials, our friends and family are paying attention. Our quiet decisions are being noticed and eventually people who care will start asking questions. The change can be subtle, but it all makes a difference.
If you’re interested in how my journey with sustainable fashion began, you can read my article – Our Editor’s Challenge for 2022. And don’t forget to check out our Australian Eco Directory for all the amazing sustainable fashion brands we recommend.