Is fast fashion slowing down?

In response to the detrimental effects of fast fashion, are brands ready to change their approach for the sake of our environment?

With a noticeable slow-down in production, simplified supply chains, and a shift in mindful consumption to mitigate environmental impact, it would seem that global manufacturing practices are finally showing some respect for people, animals and the environment.

Making change

The World Resources Institute tells us of the importance of companies adopting business models that promote clothing reuse and extend the lifespan of garments. The UN’s Alliance for Sustainable Fashion aims to address the destructive practices of fast fashion to drastically reduce its environmental and social impacts.

Big brands such as Adidas are now exploring personalised gear to minimise returns, enhance customer satisfaction, and reduce excess stock, whilst Ralph Lauren pledges to utilise 100% sustainably sourced materials by 2025. This has got to be good news!

However, closer to home, Government intervention is crucial to combat the fashion industry’s detrimental effects. While UK ministers have been hesitant to address the environmental impact of fast fashion, French President, Emmanuel Macron has forged alliances with 150 brands to promote sustainability in the fashion sector.

Water: Before the down-turn, fast fashion’s excessive water consumption was shocking. The fashion industry ranks as the second-largest consumer of water, with a single cotton shirt requiring approximately 700 gallons and a pair of jeans consuming 2,000 gallons. Textile dyeing, a crucial process in garment production, further exacerbates water pollution, with leftover dyes often discharged into waterways.

Energy: The production of common synthetic fibres, is energy-intensive and reliant on petroleum, emitting volatile particles and acids like hydrogen chloride. Even conventional cotton production involves the use of pesticides, posing health risks to farmers.

Environment: To mitigate the environmental toll of fast fashion, using sustainable fabrics such as wild silk, organic cotton, linen, hemp, and lyocell presents a viable alternative. These materials offer reduced environmental impact throughout their lifecycle, contributing to a more sustainable fashion industry.

Patsy Perry, a senior lecturer in fashion marketing at the University of Manchester, advises that “less is always more” when it comes to reducing the environmental footprint of fast fashion.

Be part of the solution – not the problem

The fashion industry still stands out as one of the leading contributors to global pollution. Carbon emissions from new clothing purchases in the UK alone exceed the impact of flying around the world 900 times each month.

Change is imperative, and we need it now.

The UK ranks highest in clothing consumption per person in Europe due to our reluctance to wear an outfit multiple times and our love of shopping for cheaper clothes. This cycle of overproduction and consumption needs to change; second-hand retail offers a viable solution, allowing consumers to change their shopping habits and keep textiles out of landfill. Second-hand retailers have seen remarkable growth, outpacing the wider retail market in the UK by 21 times over the past three years.