Sustainability is a topic that humans have been needing to have a conversation about for a few decades now. The topic has certainly been on the mind of progressives for a while, but only in the past two or three years has the topic been a conversation the general public has been having. Many have taken to making small changes in their daily routines, like giving up plastic straws or turning the lights off when they leave the room. Others have completely changed their way of living. In order to make a tangible difference in the world, a significant number of people will have to change a significant amount of their lifestyle, and this extends to organizations as well. However, any change, big or small, is better than no change.
The specific topic I want to discuss is sustainability within the fashion and retail industry. As a Fashion & Retail Studies minor as well as a Logistics Management major, the discussion of how we can make fashion more sustainable through its production, manufacturing, and distribution has been on my mind for quite some time. This has always been a topic I’ve been very passionate about. It’s unfortunate that this topic is only just gaining publicity, but hopefully, the industry will be able to combat the malpractices it has been seeing through fast fashion before it’s too late.
I will first be discussing the phenomenon of fast fashion and how it has hurt the economy as well as the environment and how it has violated human rights. I will then be discussing ways each individual can do their part in saving the environment by something as simple as what they wear. I will give examples of brands that do a great job of sustainably sourcing their products and how to look for them.
“Fast fashion” is a phrase coined to represent clothing that is inexpensive and moves almost as quickly from the runway to a consumer as it does from the consumer to the consumer’s garbage. The goal of fast fashion is to imitate trends seen on the catwalk and within celebrity style. The way in which fashion presented itself to follow each of the four seasons is no longer. Now brands are delivering new styles sometimes multiple times a week to meet consumer demands. As stated in an article from The Good Trade, “fast fashion utilizes trend replication, rapid production, and low-quality materials in order to bring inexpensive styles to the public.” Some of the biggest and most popular culprits of this practice are Forever 21, H&M, Topshop, Romwe, ASOS, Fashion Nova, Pretty Little Thing, Missguided, Shein, Nasty Gal, and Zara. These companies have all been accused of using harmful materials in the production of their goods as well as mistreating their workers.
As a consumer, we now expect that the quality of a product is as low as its cost, but that doesn’t deter most consumers from still buying the product. These products aren’t built to last and are thrown away after just a few wears. These companies are only concerned with their profit, a mistake many brands make, and make millions just based on the frequency their products sell.
Toxic chemicals, dangerous dyes, and synthetic fabrics are being used to create these items of clothing. These materials all eventually seep into the water in the foreign countries in which these items are being produced as well as into the water at each consumer’s home when the items are washed. This in and of itself is enough to harm the environment, but that is not where the concerns end.
Approximately 11 million tons of clothing are thrown away each year in the United States alone. These items are full of lead, pesticides, and numerous other chemicals that are harmful to the environment as these almost never break down and release their toxic chemicals into the atmosphere. The fashion industry is one of the largest producers of waste in the world.
Besides the concern of the quality of the goods the consumer is receiving, there are also many allegations of brands not paying their workers a living wage. In fact, the garment workers franticly putting these products together are most certainly being paid below minimum wage. The high amounts of lead in these products are dangerous when exposed to humans and the exposure to workers can lead to heart problems and infertility. The exposure to harmful chemicals is only the beginning. Factory workers’ health is jeopardized significantly through long hours, a lack of resources such as food and water, and even physical abuse. No one should have to work in those kinds of conditions, especially those being paid less than minimum wage. There are often no other options for work other than those with less than acceptable conditions for these workers. Fashion cannot be free. These are the costs of purchasing that $3 t-shirt you see at Forever 21.
What can we, as consumers, do to combat this phenomenon? For starters, stop shopping at known fast fashion retailers. While prices may be higher at other retailers, there is a better chance you’re getting a higher quality product that will last longer. However, price is not the only indicator of a sustainably sourced product. A few ways to easily check the quality of a piece of clothing are to check the stitching, hold it up to a bright light to make sure it isn’t see-through, and check if any spare buttons or thread are attached. Look for recyclable materials like nylon, polyester, cotton, wool, linen, hemp, Tencel, and Monocel. Another simple way to combat fast fashion is to stop buying so much stuff. Even ethical brands contribute to the environmental footprint in some capacity.
A great way to reduce your personal environmental footprint while still being able to shop for clothes is by checking out second-hand stores or services. Your local thrift store most likely has an incredible amount of hidden gems that can be easily upcycled and turned into something trendy. Services like Poshmark, Depop, Mercari, and thredUP have thousands of options to choose from. Lots of these items are brand new or have only been worn a couple of times. Brands like Rent the Runway offer clothing subscription services or clothing rental options, which is a great way to circumvent buying an expensive dress that you’ll only wear once or twice. Overall, choose quality over quantity and buy basic fashion staples rather than following every microtrend on your Instagram feed.
Some ethical brands I like to support are Rent the Runway, Reformation, H&M Conscious, Everlane, Patagonia, and Athleta. There are hundreds of brands just like these and you can easily check the level of environmental consciousness of your favorite brands through a simple Google search. It is also a good idea to check out brands that have a charity component to them in which a percentage of their sales are going back to an outside organization.
You, as a consumer, should care about this. Ways to personally fix this problem are easy, but the hard part is that the solutions are very personal. There’s no way I can come knocking on your door and just tell you to stop buying fast fashion. You have to make that decision for yourself. Hopefully, with the data and the knowledge I have presented you with in this study, you can clearly see that it is beneficial to change your habits, even if it is just slowly at first.
Climate change is clearly a problem as I sit here writing this while it is snowing outside. On April 17th. With the forecast of 50 degrees tomorrow. I’m asking you all to do your part. If we don’t make changes, the environment will disintegrate more than it already has. The data, research, and evidence is out there, but word of mouth is the most effective way to get people to care about this issue. When you go shopping with your friends, instead of stopping in Forever 21, ask if you can check out a different store. When your friends ask why, feel free to quote anything I have stated here. Post about your sustainable style. Bring this topic up in sustainability discussions you’re having in your classes. Sustainability is about a lot more than just not using plastic straws.
Next time you go shopping, think more sustainably. Celebrities like Emma Watson have taken to the 30 Wears campaign, which is a mental test you take when you’re shopping. Hold up a piece of clothing and ask yourself, “Will I wear this at least 30 times?” If the answer is probably not, you should put it back on the rack and find something that won’t sit in the back of your closet for months. Think about what, and who, your clothing is really costing.
Sources:
https://www.thegoodtrade.com/features/what-is-fast-fashion
https://www.minimalismmadesimple.com/home/-fast-fashion-brands