Reasons to Avoid Fast Fashion Brands

Sustainable Fashion

June 15, 2020 | Kathryn Kellogg

Last Updated on October 16, 2024

If you want to do better for the environment, it’s important to be aware of fast fashion brands and why you should think twice about supporting them! The truth is, opting for mass-produced clothing often comes at a high cost to the environment.

There are several issues with fast fashion brands, and perhaps the most concerning is the environmental impact they make on our planet. Fast fashion’s harmful effects are far-reaching, from poor working conditions to environmentally damaging production processes. These are just a few reasons to identify which fast fashion brands to avoid so you can make more sustainable fashion choices!

Table of Contents

what is fast fashion?

Fast. Faster. Fastest. I’m sure you’ve heard of fast food, but what about fast fashion?

If you’ve been in the eco space for a while, you’ve likely come across the term “fast fashion” A LOT. And if you’re just starting your journey toward sustainable living — welcome! Be sure to explore my blog posts for beginners, packed with simple ways you can have a positive impact on the planet.

Fast fashion has become quite the buzzword these last few years. In this post, I’m going to take a look at the history of the term, what it means, and the environmental impact of fast fashion. I’ll also share some solutions to fast fashion for those wanting to make more sustainable choices.

Fast fashion companies make an abundance of inexpensive clothing produced quickly by large retailers to keep up with ever-changing trends. However, the environmental impacts of fast fashion are a growing concern for those looking to shop more responsibly.

But don’t take my word for it. Here’s a definition from a few different sources.

Inexpensive clothing produced rapidly by mass-market retailers in response to the latest trends.
DICTIONARY

The globalised market for fashion manufacturing has facilitated a “fast fashion” phenomenon; cheap clothing, with quick turnover that encourages repurchasing.
FASHION REVOLUTION

Fast fashion is a contemporary term used by fashion retailers for designs that flow from the catwalk quickly to capture current fashion trends.
WIKIPEDIA

At first glance, fast fashion seems like a win: quick, cheap, and trendy clothing, so what’s the problem?

But, have you ever wondered why clothes from fast fashion brands are so cheap?

Take a moment to think about a $5 t-shirt. Could the raw materials have been sustainably sourced? Could the person who sewed it have been paid a living wage? When we dig deeper into the supply chain of fast fashion companies, serious issues start to surface.

Fast fashion is cheap because it exploits both people and the planet!

the history of fashion

A brief history of the fashion industry:

BEFORE THE INDUSTRIAL REVOLUTION: A lot of clothing was made custom or at home.
INDUSTRIAL REVOLUTION: Ready-to-wear clothing was sold in stores.
MID-20th CENTURY: Fashion designers created clothing for four seasons: winter, spring, summer, and fall.
INTO THE 21st CENTURY: Someone got a big bright idea that creating more seasons = more opportunities to sell trendy clothes. Retailers now have 52 micro-seasons, that’s basically a season each week.

issues with fast fashion

Fast fashion has several serious problems, which I’ve grouped into two main subheadings: environmental impact and human rights issues.

I think this quote from fashion journalist Lucy Siegle says it best, “Fast Fashion isn’t free. Someone somewhere is paying for it.”

If you’re looking for a great documentary that covers many of these topics, I highly recommend watching the movie True Cost.

the environmental impact of fast fashion:

The fast fashion industry isn’t regulated very well. The goal is to create products as quickly and cheaply as possible, so many corners are cut — especially when it comes to the environment.

greenhouse gas emissions:

The fast fashion market is responsible for more greenhouse gas emissions than international shipping and aviation combined.

textiles:

Polyester is the most widely used fabric by fashion retailers. Since polyester is plastic, washing polyester garments releases tiny microplastic pieces into our waterways that are so tiny they can’t be filtered out.

ORB media found plastic in 84% of drinking water worldwide, which means we are quite literally drinking yoga pants.

As for cotton, most fast fashion brands source this raw material from India. It is one of the most pesticide-heavy crops in the world. The soil has become so saturated with pesticides and chemicals that it’s becoming increasingly difficult to grow crops, but the issues don’t stop there.

These pesticides wind up in the water table, which has a huge effect on human health. Up to 80% of babies born there have severe physical and mental disabilities.

dyes:

The fashion industry uses a lot of synthetic dyes like disperse, reactive, acid, and azo dyes to create rich hues on garments. It takes 200 tons of water to create one ton of fabric, and most of that water is returned to nature as toxic waste.

Disposing of wastewater is unregulated, so big brands and factory owners aren’t accountable for the harm this causes local communities and the environment. These are just a few of the environmental impacts of fast fashion that need urgent attention.

If you’re interested in learning more, you should watch the documentary River Blue, which tracks some of the most polluted rivers associated with the fashion industry.

landfills and waste:

The EPA estimates that textile waste occupies nearly 6% of all landfill space and that the average US citizen throws away 70 pounds of clothing and other textiles annually.

incineration:

Most brands incinerate their clothing and products because selling them at a deep discount would hurt their image. And this isn’t just fast fashion brands — the luxury brands do it too.

Here are some of the luxury and fast fashion brands to avoid:

This practice also happens at Urban Outfitters, Walmart, Eddie Bauer, Michael Kors, Victoria’s Secret, J.C. Penny, and more.
Cartier destroyed about $563 million worth of watches over two years.
Burberry incinerated $36.8 million worth of merchandise.

the human rights issues:

Even more important than the environmental impact of fast fashion, are the human rights issues. I used to think that garments were sewn by industrial machines, but they’re not!

They are sewn by living, breathing human beings, and a lot of them are treated very poorly.

child labor:

Child labor can be found at all levels of the fashion industry. Children are often used in cotton fields to cross-pollinate plants, they also work in spinning, weaving, and dyeing mills.

According to Lucy Siegle, sequins and other bedazzled aspects found on cheap clothing often indicate child labor.

Children as young as eight work in the tanneries of Bangladesh, which produce leather goods. Many of these children are exposed to toxic chemicals that have a direct impact on their lifespan.

poor working conditions:

Several factories that mass produce clothing are unsafe structurally, electrically, and more. Accidents, fires, injuries, and diseases are all common occurrences.

Most buildings have little, to no ventilation, so workers breathe in the fibers and toxic substances.

Due to clothing orders being turned so quickly, garment workers are regularly denied breaks to go to the bathroom or even to drink water. They also regularly face verbal and physical abuse.

underpaid labor:

Garment workers are often forced to work 14-16 hour days, 6-7 days a week. During peak seasons, they can be forced to work until 2 or 3 am to meet a deadline.

Children and adult employees earn as little as £6.50 a month, which is significantly less than the £41.80 minimum wage for entry-level garment workers set by the government.

The goal of fast fashion is to make you feel outdated the moment you put something on, effectively turning clothing into single-use items.

how to spot fast fashion brands to avoid

If you head to the mall, you’ll likely see A LOT of fast fashion brands. Some of the major ones to look out for are Forever 21, Zara, Uniqlo, Old Navy, GAP, Topshop, Primark, Victoria’s Secret, Guess, Fashion Nova, Boohoo, Pretty Little Thing, Mango, and Nasty Gal.

But, instead of just listing a bunch of brands, I want to share with you a few ways you can identify whether or not a brand sells fast fashion.

Where are their garments made?
Do they have transparent supply chains? (Take a look at their website! If they proudly tell you where their factories are, that’s a good sign. If you have to dig for it through their FAQ page — not a good sign.)
What materials are they using? Are they using recycled, renewable, and natural-based materials? Are they using cheap fabrics?
How well are the garments made? Are they made to last?
Is the brand selling THOUSANDS of styles?
Are new styles introduced every week?
Is the clothing extremely trendy and will it be out of style next year?
Did you see a trend from fashion week quickly in a store window?

Be sure to check out my blog post What Is Greenwashing? if you want to know how to better identify when a brand is or isn’t doing good work!

titled image (and more):5 tips for avoiding fast fashion

solutions to fast fashion

If you’ve just read this blog post and are wondering what you can do… don’t worry! There are plenty of ways you can make a difference.

Take care of the clothes that you already own!
Shop secondhand and choose used clothing when you want something trendy and fun.
Borrow clothes from friends and family members.
Rent clothing for special events.
Invest in timeless, sustainable fashion pieces that are made ethically and will last a long time.

One of the things that really excites me is the rise of slow fashion.

After fast food became popular, there was a resurgence of “slow food” or farm-to-table dining. Similarly, we’re seeing a resurgence in slow fashion. Slow fashion isn’t about chasing trends, it’s about timeless pieces that will look good today, tomorrow, and even 10 years from now.

I know that buying slow and sustainable fashion can be really expensive and often unaffordable for a lot of people. But even if you can’t buy from sustainable fashion brands, you can still make a positive impact. Look for well-made pieces, wash them less frequently, and repair them when needed.

fast fashion faqs

how can I avoid fast fashion companies when I don’t have much money?

While it’s tempting to head to Old Navy and buy a $5 t-shirt, you would be better off buying secondhand instead. Go to yard sales or thrift stores. Or do a clothing swap with friends. Not having a lot of money isn’t a good excuse to be buying clothes from fast fashion stores.

how do I look good while wearing sustainable clothing?

I get that you want to look and feel good. I recommend finding pieces that you can wear in a variety of ways so you can get a lot of usage out of them. Choose things that will look good no matter what the styles are at the moment. You can dress up outfits with jackets, jewelry, or shoes. Also, don’t underestimate the power of great hair and makeup!

how will fast fashion affect us in the future?

The environmental impact of fast fashion is significant as it contributes heavily to landfill waste, leading to soil contamination and loss of biodiversity. It also releases harmful gases like methane, into the atmosphere, contributing to air pollution and accelerating climate change.