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Why The Industry Needs Sustainability
The global fashion industry is huge—and growing fast. Revenue worldwide is expected to increase by US$0.2 trillion between 2024 and 2028, reaching a peak of US$2 trillion. That’s an annual increase of over 11%.
It’s safe to say the market has influence. But whether it’s using that influence to do right by the planet and people is another question, one we will unpack
below.
What Is Fast Fashion?
Fashion trends evolve at a lightning pace. What was in today will be out tomorrow, and style-conscious consumers love to keep up. The average American household, for example, spends about $120 each month on clothing.
Fast fashion is a way of making clothes quickly and cheaply. Brands design, produce, and sell clothes rapidly to reflect the latest trends. They produce astronomical volumes of clothing in short time periods to meet spikes in demand.
Anything that isn’t sold is tossed. It’s thought of as collateral damage, and it’s built into the cost. Manufacturers move on to the next big thing without a second thought, and the cycle continues. Clothing stores like Zara, Shein, and H&M are a few examples of fast fashion providers.
To recap, the key characteristics of fast fashion are
Quick production timelines that keep up with fast-changing trends
Low prices that appease consumers
High volumes of clothes that are produced and sold
These three features make fast fashion incredibly attractive. The average consumer can purchase affordable, accessible, on-trend clothing online or in-store—and they can do this every time a new trend drops.
Brands make money, and shoppers get what they want. So what’s the problem? It looks like a win-win, but those low price tags and ultra-fast turnaround times come at a cost
While fast fashion businesses and consumers might feel like they are winning, this isn’t the case for the employees making the clothes or the environment.
Clothes production is incredibly resource-intensive. It’s a process that uses a lot of water. For example, it takes about 713 gallons or 2,700 liters of water to make a single cotton T-shirt.
This water cannot always be reused either. Factories often discard used, dirty water into natural waterways. The chemicals from fabric treatment and dyes pollute rivers and streams.
In addition, fast fashion contributes a significant amount of waste to landfills. Trends come and go, and consumers are all too ready to throw away a cheap dress that’s considered out of style. That’s why about 85% of all textiles end up in landfills each year.
Then there’s the problem of energy usage. Synthetic clothes, in particular, demand high amounts of energy during production, and this often comes from burning fossil fuels, which contribute to climate change.
Synthetic clothing causes other issues too. Washing fibers like polyester releases tiny plastic particles—known as microplastics—into local water systems and eventually the ocean. These microplastics can be harmful to sea life.
Many fast fashion clothes are manufactured in developing countries, where brands take advantage of lower wage expectations. Workers are generally young women, and they put in long hours—between 14 and 16 hours per day, seven days a week. They earn very little, and in many cases, it’s not enough to meet their families’ basic needs.
Moreover, some factories have poor working conditions. Others have been caught out using child labor.
In 2013, a factory building collapsed in Bangladesh, one of the world’s top textile manufacturers. Over 1,100 people—most of whom were garment workers— tragically lost their lives. Many more were injured.
Sustainable fashion is an approach that aims to reduce the negative impacts of clothing production.
Leaders in this space are innovating to come up with ways of making clothes that are kind to the environment and fair to workers without inflating prices beyond the reach of consumers. The key characteristics of sustainable fashion are
Eco-friendly materials like organic cotton and hemp
Fair labor practices that make sure employees are paid fairly and have safe working conditions
High-quality garments that last longer and can be recycled
Building a culture of sustainability means getting everyone on board. This includes training employees and involving them in sustainability efforts. Here are some practical tips
Producing clothing sustainably is more expensive, and brands pass these costs onto the consumer. The good news? Consumers are willing to pay 9.7% more for sustainability.
For sustainable fashion to be a realistic solution to the world’s fast fashion problem, brands will need to tread a fine line. It’s about finding a balance between aligning manufacturing processes with core values while, at the same time, ensuring the end product meets pricing expectations
The fashion industry must change, and the sooner it becomes more sustainable, the better. But it’s not only brands that have a role to play. Consumers are responsible too. Here are some simple actions they can take
Buy fewer clothes.
Choose quality over trendiness.
Support brands that use eco-friendly materials and commit to fair labor practices.
Every choice we make and every dollar we spend can help protect the environment and protect workers around the world.
What do you say? Let’s make the fashion industry a force for good.
