Lara Alhasannieh | Staff Writer
Fast fashion is known for producing cheaper quality products at a lower cost. The process brings imitations of new fashion designs to the market as quickly as possible, regardless of the repercussions on the environment and consumer health. The notion has become especially problematic with the growth of digitization and ease of product purchase.
According to a study by the Near East University in Turkey, landfills negatively affect the soil, air, water, and natural life. This is mainly due to the leachate formed when rainwater filters through waste placed in a landfill, which can contaminate soil and water resources. Moreover, a report by the UK parliament states that the production of textiles uses quantities of freshwater equivalent to lakes, produces pollution from chemicals, and contributes more to climate change than international aviation and shipping put together. Fast fashion produces half a million tons of microplastics that reach the ocean per year, accounting for over 20% of water pollution annually. Excessive production, poor quality textiles, low rates of use, reuse, repair, and limited recycling mechanisms have turned the fashion industry into an environmentally and socially problematic industry.
Today, the world consumes about 80 billion new pieces of clothing every year; that is 400% more than the amount we consumed just two decades ago. One of the key contributors to these spending habits is social media. According to a report by Deloitte, consumers influenced by social media are four times more likely to spend more on purchases. Brands like Zara, GAP, H&M, SHEIN, and Fashion Nova are some of the most prominent brands heavily involved in fast fashion.
While not everyone can access high-end designer brands, consumer consciousness can certainly make a difference. A report by LendingTree found that nearly 40% of customers say they would boycott a business if it isn’t eco-friendly, and 18% of them have actually taken that action. One of many possible alternatives to fast fashion is thrifting, which can greatly help students and many middle-to-lower-class families as they can obtain high-quality goods at a lower cost. At the end of the day, fashion should never come at the cost of the earth.