"Fast fashion" is a term we often hear, but what does it really signify? As for our ethos for mindfulness and ethical production, it's crucial to understand the forces we're contending with.
At its core, fast fashion involves rapidly producing trends available at low price points. However, the current pace of producing and consuming fashion is exerting a massive toll on both the environment and the workers involved in the manufacturing process.
Historically, fashion collections were aligned with the seasons: Fall/Winter and Spring/Summer. Today, fast fashion brands churn out approximately 52 "micro-seasons" per year—that's essentially a new collection every week.
It's a harsh reality, but our consumer-driven lives constantly crave the "next best thing". This relentless production pace on supply chains means that corners are often cut. Garments are hastily made, leading to compromised quality—there's simply no time for thorough quality control when the goal is to rapidly supply the market.
The fast-fashion production model not only sacrifices quality but also sustainability, with many items being discarded after just a few uses. The urgency to produce cheaply translates into low-cost garments, pushing quality, often made in low cost fabrications and ethical considerations aside.
Here’s how you can identify fast fashion brands:
- Frequent new releases: Are new styles launched weekly?
- Poor material quality: Are the fabrics synthetic and the garments poorly constructed, designed to last only a few wears?
- Aggressive pricing strategies: Is new stock continuously released and then heavily discounted when it fails to sell?
Being aware of these signs can help you make more informed choices and support more sustainable fashion practices and brands.
