Cotton On, Fashion Nova, Forever 21, Gap Inc, Missguided, Nasty Gal, Romwe, Topshop, and Zaful. These are just a few of the shops and online retailers that would be categorized as “fast fashion” brands. Fast fashion is defined by The Good Trade as an industry that “utilizes trend replication, rapid production, and low-quality materials in order to bring inexpensive styles to the public.” This phenomenon began in the 1960’s and has since skyrocketed in size. This business model has led to the creation of “micro-seasons,” where brands are constantly putting out new collections as often as biweekly. The incredible speed and quantity at which these companies are pushing out apparel has led to lower quality products and therefore very cheap costs. Because these brands only care about getting clothing out in stores before the trend fades away, oftentimes this leads to little or no product quality control, resulting in more unsatisfactory customer experiences and mismanufactured merchandise.
(Photo via Medium)
Unfortunately, product quality and customer satisfaction are not the only things impacted by fast fashion. While fast fashion keeps prices low for the consumer, overseas workers are paying the price. These workers are often made to work in sweatshop-like conditions, resulting in long hours, exposure to dangerous substances, no access to necessary facilities, and sometimes even abuse. Factories that produce fast fashion pieces also have an impact on the environment surrounding them. The dyes and chemicals used in production can often taint nearby water sources, harming not only the Earth, but the community that utilizes that resource. Cotton, the most popular clothing material, now takes an immense amount of water to keep up with demand and requires dangerous pesticides that can leave farmers harmed. The detrimental environmental effects don’t stop after production. In the US alone, over 11 million tons of wearable items are thrown out every year.
(Photo via Urban Outfitters)
(Photo via ASOS)
(Photo via H&M)
So now the big question: how can I start shopping more ethically? When shopping, you can look for companies with a Fair Trade certification, meaning every product made is subject to a high environmental, human rights, and economic standard. These companies work to limit their carbon footprint, provide a safe work environment for their employees, and ensure that their workers are paid enough to enjoy a high-quality life. Some companies who are Fair Trade certified are J. Crew, Obey, Madewell, and Patagonia. You can also look for big name companies who have sustainable lines. These lines are either made by sustainable materials, recycled and vintage goods or completely vegan. The images I included are from 3 different companies with different price ranges and sustainability methods. H&M’s Conscious line is my personal favorite, as it is the most affordable and uses sustainable materials to make clean, fashionable basics. ASOS Vintage Marketplace is in a middle price range and features a large selection of beautiful vintage items that fit every style. Urban Outfitters Renewal is towards the upper end of the price range, but for a pricier item, you get a one of a kind vintage or upcycled piece.