The Sneaky Tricks Fast Fashion Uses to Pretend They're Green

What is Fast fashion?

Fast fashion describes a business approach that quickly produces low-cost clothes and sends them to market.
Several defining features underpin this approach:

Rapid Trend Imitation: Fast fashion brands track prevailing trends and styles, often emulating designs showcased on high-fashion runways or sported by celebrities. They hasten the production of these trend-inspired pieces to coincide with the peak of consumer demand.

Inexpensive Manufacturing: Achieving competitive prices means fast fashion brands rely on mass production in countries with lower labor expenses and lax environmental regulations. Consequently, this practice often sparks ethical concerns, encompassing worker exploitation and environmental harm.

Limited Lifespan: Fast fashion garments prioritise affordability and trendiness over durability. These clothes might deteriorate after only a few wears or washes, nudging consumers to purchase new clothing to match the latest trends.

High Production Volume: Profit generation for fast fashion hinges on high sales volumes. Brands churn out extensive quantities of clothing, banking on swift turnovers to sustain sales. This accelerated manufacture contributes to clothing oversupply and exacerbates the problem of textile waste.

fast fashion textile waste heap — fast fashion textile waste

The consequences of fast fashion shows in key areas:

Environmental Degradation: The production and disposal of fast fashion significantly harms the environment. This includes contributing to water pollution, emitting 2-8% of greenhouse gases, and escalating textile waste (annual material loss of $US 100 billion). Textiles account for around 9% of annual microplastic losses to the oceans.
(UN Alliance for Sustainable Fashion – https://unfashionalliance.org/)

Ethical Dilemmas: Overreliance on inexpensive manufacturing in developing nations often leads to worker exploitation. This encompasses inadequate wages, substandard working conditions, and unsafe labor practices.

Overconsumption: The fast-paced nature of fast fashion perpetuates a culture of excess consumption. This results in individuals purchasing more clothing than necessary and discarding them hastily, furthering the cycle of excess waste.

Fast fashion, with its swift production, low costs, and imitation of trends, impacts both the environment and society, underscoring the need for a shift towards more sustainable and ethical fashion practices.

Decoding Greenwashing: The Art of Deception

What is Greenwashing?

Greenwashing is the deceptive use of marketing practices by companies to portray their goods and services as environmentally friendly when they are not.

Imagine browsing online. You stumble upon a stunning dress. It boasts “eco-conscious” fabric and “sustainable” production. Sounds impeccable, doesn’t it? Yet, these buzzwords are often as flimsy as a paper bag in a storm. A 2022 study by Fashion Revolution revealed that 59% of brands make sustainability claims without evidence (Fashion Transparency Index 2022). Unless backed by credible certifications like GOTS or Fairtrade, these green claims should be viewed skeptically.

Then there’s the deceit in imagery. Picture a flowy rayon dress set against lush greenery, suggesting harmony with nature. Forget “green fabric,” Rayon’s claim to sustainability deserves a red flag. While touted as eco-friendly compared to polyester, its hidden manufacturing process creates a toxic double whammy for the environment and people.

This plant-based fabric sounds promising. It’s biodegradable and non-toxic. But the transformation from wood pulp to wearable thread? That’s where the ugly truth unravels.

Fast fashion loves rayon for its cheapness, churning out garments at the cost of our planet. The process guzzles water and energy, spewing hazardous chemicals into the air and water, and poisoning workers and local communities.

More worryingly, rayon feeds an insatiable hunger for trees. Its growing demand fuels deforestation, even impacting protected habitats. Orangutans, tigers, rhinos, and Sumatran elephants face extinction as their homes fall to fast fashion’s insatiable appetite for trees.

Rayon’s green masquerade ends here. Let’s demand transparency in fashion and choose alternatives that don’t sacrifice our planet’s well-being for a fleeting trend.

Another example is the marketing of recycled polyester as an eco-friendly component of clothing products which conveniently sidesteps the garment’s remaining conventional, resource-intensive materials. This practice is akin to boasting about organic lettuce on a burger while ignoring the factory-farmed beef patty beneath. Brands engaging in such tactics are not cool or worthy of your support.

The Concealed Costs of ‘Green’ Fast Fashion Hauls

Pulling back the curtain on these seemingly eco-friendly clothes reveals a profound cost, and it’s more than just monetary.

Environmental Degradation: Each fast fashion purchase exacts a hefty environmental toll. A 2017 report by the Ellen MacArthur Foundation revealed that the fashion industry contributes to 20% of global wastewater (Ellen MacArthur Foundation, Circular Fashion – A New Textiles Economy: Redesigning Fashion’s Future, (2017)). It also contributes to 10% of carbon emissions. This is equal to the yearly environmental impact of 53 million cars on the roads! Water-intensive cotton farms generate vast textile waste that ends up in landfills, releasing harmful chemicals into the environment. It’s far from the picturesque image of Mother Nature giving her approval.

Exploitation of Labor: The human toll behind fast fashion is grim. Low prices come at the expense of garment workers in developing nations. They toil under unsafe conditions for meager wages. A 2021 Human Rights Watch report documented instances of child labor, forced overtime, and unsafe working conditions within fast fashion supply chains. Bangladesh, India, China, Cambodia, Vietnam, Honduras, Guatemala, and Ethiopia are some of the countries where these abuses occur (International Labour Organization: https://www.ilo.org/declaration/lang–en/index.html). While you wear that trendy top, someone else might be paying the real price for their health and well-being.

Fast fashion breeds textile waste. Clothes designed for short-term use lead to overflowing landfills. This releases harmful chemicals and microplastics into the environment. The toxic dyes and finishing agents used in production pollute waterways, harming ecosystems.

In the realm of fashion, the joy of snagging a discounted “eco-friendly” linen dress might be short-lived. The revelation is jarring: they could’ve cultivated the so-called “organic” cotton using water-intensive methods and exploited cheap labour. That dress could end up filling a landfill in less than a year. Ouch.

What is Sustainable Fashion?

Defining sustainable fashion is a labyrinth of various criteria. Phrases like ‘plastic-free,’ ‘organic,’ and ‘recycled’ add to the complexity.’ These terms clash, creating ambiguity. For instance, some see recycled plastic items as sustainable. Others argue that plastic continues to harm the environment. Retailers brand items as ‘sustainable’ while the products could still have a detrimental environmental impact.

The fashion market labeled as sustainable has seen a significant surge recently. It is hard to determine the global market value but the global eco-fiber market is estimated at 43.1 billion and expected to grow by up to 10% annually for the next decade (Eco Fiber Market Size, https://www.grandviewresearch.com/industry-analysis/eco-fiber-market). This report covers the entire industry and includes production for industrial and medical use etc.

For a fashion brand to earn the label of sustainability, it must meet specific criteria:

-Use of organic and natural materials such as organic cotton and biodegradable fabrics.

-Resource efficiency.

-Focus on reducing emissions in production and packaging. Adopting circular economy practices and closed-loop systems.

-Ensure fair, social, and ethical production. Guarantee fair working conditions and wages across the supply chain.

-Implementation of eco-friendly technologies and practices to curtail water and energy consumption.

These criteria embody a comprehensive approach to sustainability in the fashion industry. The approach encompasses environmental, social, and ethical considerations. Fashion brands can contribute to a more sustainable and eco-friendly industry by adhering to these benchmarks.

What is Eco-Friendly fashion?

Distinguishing between sustainable and eco-friendly fashion highlights a critical difference. It lies in their focus and scope. Eco-friendly fashion typically minimizes environmental impact but may not be completely zero waste. Sustainable fashion prolongs a product’s life cycle. It incorporates social concerns and ethical issues. Sustainable fashion inherently integrates environmental, social, and ethical considerations. In summary, eco-friendly fashion prioritises reducing environmental impact. Sustainable fashion embraces a holistic approach, considering environmental, social, and ethical facets.

Empowering the Eco-Conscious Fashionista: Transforming Phony to Fabulous

Before denouncing clothing altogether, consider this: you can be both stylish and sustainable. Here’s your guide to becoming an eco-warrior with an enviable wardrobe:

Spotting the Eco-Phonies:

Question buzzwords: Don’t be swayed by “eco-friendly” or “sustainable” claims. Demand transparency and look for credible certifications like GOTS, Fairtrade, or OEKO-TEX Standard 100.

Conduct thorough research: Delve beyond a brand’s website. Explore independent reports and watchdogs like Fashion Revolution to verify their claims.

Beware of greenwashing imagery: Picturesque landscapes and organic textures don’t always mean sustainable practices. Scrutinise the brand’s actual production methods.

Building a Sustainable Wardrobe:

Prioritise secondhand shopping: Give pre-loved clothes a chance by exploring thrift stores, vintage shops, and online marketplaces. Not only is it cost-effective, but it also reduces waste.

Invest in quality over quantity: Opt for well-made pieces crafted from natural fibers like organic cotton or linen. Choose brands emphasizing ethical production and craftsmanship, as quality pieces become timeless favorites.

Embrace DIY: Get creative and upcycle old clothes. Transform a vintage dress into a trendy top or breathe new life into worn-out jeans with patchwork. It’s not just sustainable but also a fun way to express your style.

Support ethical brands: Choose brands transparent about their supply chains, materials, and fair labour practices.