Fast Fashion: The Threats of Fast Fashion

Most people prefer mass-market clothing, and it’s no surprise since it is much more affordable. Large manufacturers quickly pick up the latest trends and encourage consumers to buy more clothes.

This phenomenon is called fast fashion, which literally translates to "quick fashion"—the rapid creation of clothing and mass production at low prices. This is achieved through cost-cutting on material quality, low wages for workers (mainly in Asian countries), and marketing strategies that push consumers toward constant wardrobe updates.

While mass-market fashion shouldn’t be demonized, it’s essential to shop consciously and consider its environmental impact. In reality, the fashion industry is one of the biggest polluters on the planet.

Consequently to statistics from the American Chemical Society, since the early 2000s, sales and turnover in the fast fashion industry have doubled, while the use of synthetic materials, particularly polyester, has increased ninefold. These fabrics eventually break down into microplastics, which take centuries to decompose, polluting water bodies and soil. According to a study by the MacArthur Foundation, 1.2 million metric tons of greenhouse gases are released into the air annually due to clothing production, making it one of the biggest contributors to climate change.

Another alarming fact is that only a small portion of clothing is recycled. Large brands often burn their unsold collections or simply dump them in landfills, generating up to 53 million metric tons of textile waste each year. For instance, Louis Vuitton and Burberry have been known to engage in such practices, with Burberry facing a major scandal in 2018 for destroying unsold products worth millions of dollars.

Moreover while mass-market brands contribute significantly to textile waste, luxury brands destroy clothing to maintain exclusivity and avoid discounting their items.

How to Make Your Wardrobe More Eco-Friendly

• Buy only what you truly need – refresh your wardrobe mindfully.

Support Ukrainian brands – smaller production volumes mean better quality and economic support. Many local brands are eco-friendly, such asKSENIASCHNAIDER, Framiore, and FINCH.



• Choose high-quality fabrics – natural or durable materials last longer.



• Build a capsule wardrobe – a few timeless pieces are better than constantly chasing trends.



• Don't throw away clothes – donate them to those in need or send them for recycling.



• Shop second-hand – vintage stores give clothes a second life.Choose what resonates with your style and make conscious fashion choices.