Fast Fashion

Last time I counted, there were about 7.5 billion people on Earth. When we think about that large number in consideration of our planet, we automatically think, “how will we be able to feed all of those people?”. Which is a horrifying reality, and a legitimate concern. However, one thing that doesn’t come to the forefront of our minds is, “how are we going to clothe all of those people?”. Especially when a majority of those people are buying clothes at an astronomical rate.

What is Fast Fashion?

By the time I’m done with this post, I hope you all think of fast fashion as being synonymous with fast food. Equally as bad for you and the environment, and kind of disgusting. But just what is fast fashion anyway?

Before the turn of the century, two shopping seasons existed in the U.S. You had Spring/Summer and Fall/Winter seasons. Since then, the fashion industry has moved away from the “seasonal” approach. Within the industry it’s widely accepted that there are roughly 52 micro-seasons for fashion in a year. One for every week. The idea is to keep the consumer constantly a day behind the latest fashion trends. Hence, the fast-fashion moniker.

If you’re already triggered at this point in the blog, please grab a drink and take some deep breaths. It gets worse before it gets better.

But, it wasn’t always that way… For all my fellow millennials out there, do you remember the time in late Summer when you were a kid? Those couple of weeks before you headed back to school. The ultimate child version of the Sunday scaries. Well, in those weeks your family did ALL of your clothes shopping for basically the entire year. Or at least until the spring time. You got your shoes, school clothes, all of it. That’s what my family did, at least. We thought about clothes differently. You had one good Winter coat, and it lasted years. Then you passed it down to the younger sibling when you outgrew it. Now, there’s a very real chance that was a result of my family being kinda poor, but I DO think that the times were a bit different.

Don’t you wish that sometimes… you could just… go back?

Nineties Fashion

On second thought, maybe fashion wasn’t any better in the 90’s. But, it was definitely slower. The fashion industry has gotten worse and worse, and it has become a huge issue. I’m not talking about the financial burden of clothes, I’m talking about the burden it’s putting on the environment.

How is Fast Fashion Harming the Earth?

I’m glad you asked.

The fashion industry is one of the leading causes of waste in all of the world. In the year 2015, 1.2 billion tons of CO2 equivalent was released as a result of the clothing industry. To put that into perspective, that’s more than maritime shipping and international flights… combined. What’s more? Only 12% of clothing is recycled into other products, and only 1% of clothing is actually recycled to be used in clothing.

One other fact that shouldn’t be lost is the process of making polyester. Polyester is made from petroleum and therefore the extraction process is very harmful. It’s now the most common fiber used in clothing worldwide.

With the population only expected to rise, and people buying clothes more than ever, something’s gotta give.

Who Are The Culprits?

Have you ever bought clothes from H&M? How about Forever 21? If you have, you’ve probably noticed that the clothes last about a week before falling apart. Something that may very well be intentional.

The psychology of what happens next is kind of interesting. It’s the sunken cost theory at play in the fashion industry. Let’s say you just spent $20 on a jacket and the zipper breaks after 2 weeks. Well, you have to go get a new one. At that point, in most people’s mind, there’s a different decision being made. “Do I pay $80 for a nice jacket, or do I buy another $20 jacket and hope the zipper doesn’t break this time.” Most people will see the $80 and add on the $20 they wasted on the original jacket. So they think “no way I can afford to spend $100 on a jacket”. They are more likely to, again, buy the cheaper jacket. When people buy cheap clothes, oftentimes this same positive feedback loop ensues. Leading to more and more waste.

Am I saying you should never shop at H&M or Forever 21? Yeah, that’s exactly what I’m saying. These companies have pledged to improve there processes. They say they’re going to be more sustainable in the future. The proof is in the pudding.

For what it’s worth, I’ve also heard that Zara, Asos, and Ripcurl should be avoided due to unethical manufacturing processes. The best advice I can give is to just do your research before making any purchase

Getting Rid of Fast Fashion… There’s Hope

While it’s a little depressing to think that so many clothing companies buy clothes from unethical wholesalers, there is hope. It seems that popular opinion of fast-fashion is changing. That’s something we can get behind.

For example, Patagonia. Ever heard of ‘em? They aren’t just talking the talk when it comes to sustainability. They’re walking the walk. In their early days, Patagonia was using the same unethical practices that you often see start-up companies use. They quickly realized how harmful cotton, grown with pesticides, is for the environment. They are quoted as saying:

“Once you start, you can’t stop. ‘Living the examined life’, said our founder, Yvon Chouinard, ‘is a pain in the ass’”.

The honesty is really refreshing. Like they say, “once you start, you can’t stop”. Since those early days, Patagonia has gone on to be one of the models of sustainability in the industry. I’m not just saying this because I like Patagonia, and no they’re not paying us to say this (trust me, I wish they were). I’m speaking from experience, my friends. I have a Patagonia pullover that’s over 20 years old. It’s one of those items that was passed down to me through the years.

Patagonia is so committed to the sustainability model, they recently started their Worn Wear side of the business. Worn Wear is a project to repair, recycle, and reuse old Patagonia gear. You can even trade in old gear and get credit towards a future Patagonia purchase. The best part is the Worn Wear truck. They’ll drive it around and do events to repair, recycle, and purchase the older apparel.

From Patagonia: Keeping clothing in use just nine extra months can reduce the related carbon, water and waste footprints by 20-30%. (WRAP, 2012)

What Can You Do?

To keep it short and sweet, just think before you buy. Do a quick Google search on the company you’re thinking about buying from.

I’m not saying that you can’t be fashionable… not at all. I like to look good as much as the next guy. I recently heard the motto “Buy Once, and Buy Well”. I think that’s perfect. If you haven’t read my recent post about minimalism, that may be a good place to go from here.

Planet Over Profit,

Jake