Fast fashion has become a whirring concept at present, but what does it really mean? Why are fast fashion products cheap? How long do these products last? Is fast fashion disposable? Is fast fashion, one of the causes of climate change and environmental instability? What is the future of fast fashion?
Let me clear your doubts regarding fast fashion first and then we will look towards fashion and sustainability:
Fast fashion is basically reaching out to the creative aspects of designs and marketing of garments that accentuate making fashion trends inexpensively available to consumers.
Fast fashion avails trend duplication, instant production, and low-quality raw materials in order to bring inexpensive fashion to society. Unfortunately, the consequences are harmful to the environment and eventually the human well-being.
Nowadays fast fashion brands manufacture at least one new style collection every week.
The fastfashion categorized brands are presently replicating street-styled clothing and fashion week trends as they arise in real-time. By creating new styles weekly, these brands are able to create mass production of clothing and make sure that the customer never walks off their store without purchasing a thing or two.
The obsession for fresh looks is rising at an alarming rate. Also, it is sort of convincing to us that we are on the farther side of the ongoing trends as soon as we see them being worn by any celeb fashionista. There is absolutely no doubt that consumers have a desire for a new fashion trend every day.
With the elevated rate of production, the clothing is made in a hurried manner and major brands are selling severely low-quality products.
The fastfashion mass-production leads to leaving a lot of pieces that are often discarded away after no more than a few wears. Each speedily produced clothing isn’t built to last long and is made to seem as easy to come and go as possible.
The elements of fastfashion, be it the replication of previous trends, quick manufacturing, cheaper quality, or inexpensively priced, adds up to a large environmental impact and also to the labours involved in its production.
The fashion industry yet continues to create environmental damage, which is largely due to fastfashion. Brands use lethal chemicals, toxic dyes, and artificial materials, out of which the leftover waste material flows directly into the water bodies.
Each year, millions and millions of tons of clothing are simply thrown away, increasing fast fashion’s carbon footprints. These clothes are full of chemicals, which never break down and keep on releasing dangerous chemicals into the air.
Needless to say, that fastfashion has a huge negative impact on our planet, it also jeopardizes the health of humans who wear and make them. Some products have lethal amounts of lead in them. A large exposure to lead increases a human’s risk of infertility, heart attacks and many more. Accessorizing these poorly made products on your skin can be fatal. Although the fashion industry acts guilty of committing many environmental hazards and harm to humans, they still try to create such products to satisfy consumer needs and greed.
However, there are certain brands, communities, and individuals who are fighting for the safety of our planet and humans. To overcome a little from the environmental crisis, Slow fashion made its existence into the fashion industry, aiming towards mindful production, unbiased labour rights, natural fabric, and long-lasting garments. By purchasing a product from a responsible brand, you ensure that you are getting a quality product and are a part of those who are trying to protect the unprotected.
Well looking back, we could say that fastfashion is one of the initial causes of the man-made climate change that we are facing today. But, to lower the fatal impact of the fashion industry on the environment, certain brands came up with environmentally friendly and sustainable fashion trends which would last longer than usual, without harming the planet.
Let us look at some fashion brands that have re-considered to take steps towards sustainable fashion whilst reducing their carbon footprints:
This brand creates eco-friendly, comfy and modern basics for both- men and women.
These garments are made with sustainable materials such as using organic cotton and recycled polyester and plastic bottles to create soft eco-fabrics along with non-toxic dyes and water-conserving washes to make the final garment.
They also provide the consumers with eco-friendly packaging, which they say annually saves 2,100 trees, 400 cubic yards of landfill, 860k gallons of water and conserves 120 tons of CO2.
Since 1991, People Tree has been developing sustainable fair-trade fashion in London.
People Tree went in the opposite direction when every other brand was moving towards mass-manufactured products. The brand is still committed to using traditional artisan skills, and instead of synthetics, they use organic fabrics and natural dyes to create their designs.
They inspired patterns and contemporary designs to create exclusive, innovative pieces without compromising on their ethical, eco-friendly stance when it comes to production or the materials they use.
Matt & Nat
Matt & Nat is a fashion brand that uses 100% vegan and sustainable materials.
They have created various handbags, backpacks, belts, and shoes so you can match your eco-friendly clothing with harmless accessories.
The linings of all bags are made out of 100% recycled plastic bottles, and they integrate sustainable materials such as recycled nylon and vegan leather.
Bunko Junko is an Indian fashion brand that wants to fight back against the biggest issue of the fashion industry. The brand designs and develops stylish garments using unused textile pieces, dead stocks, and sustainable products.
Bunko Junko is a part of sustainable fashion in India due to its innovative method to save landfills, energy, water and ultimately support sustainability.
Doodlage is another home brand for us, who believes in sustainable fashion. From plastic to garment waste, they recycle everything and use it to prepare new garments. Also, instead of scraping those leftover fabric pieces into landfills, they convert them into beautiful accessories.
Also, their packaging is plastic-free, they rather use starch bags, fabric covers, and recycled papers.
Sundarii Handmade is a beautiful blend of traditional and contemporary designs.
Even though the brand is sustainably conscious, they do not fail to create garments that are trendy, reasonably priced and environment-friendly. They also use natural dyes and natural fabrics.
In order to move past fastfashion and into a more sustainable industry, some of these fashion brands have started taking initiatives. We hope many more fashion industrialists will sway their minds into thoughtful thinking towards sustainable fashion and try to lower the impact of fashion leading to a sustainable environment.