“The primary objective of fast fashion is to quickly produce a product in a cost-efficient manner to respond to fast-changing consumer tastes in as near real time as possible.”
Fast fashion emerged in the 1980s as a way to deliver high-end designer styles quickly and inexpensively to the mass consumer who could not necessarily afford couture. With fast fashion trumping even the traditional "ready to wear" or, prêt-à-porter, aspiration no longer equated to sheer hopefulness, it could become reality without breaking the bank. Fast fashion plus the emergence of social media influencers, combined with immediate online access to apparel have proven to be a potent combination; since the 1980s consumption of clothing and accessories has grown exponentially.
The downside to the plethora of fashionable but cheap garments made possible by fast fashion leaders Zara (owned by the innovative Spanish firm Inditex), H&M, C&A, and others are abysmal working conditions for the textile workers who stitch the garments and massive degradation to the environment. The irony of fast fashion is that many of the trend setting consumers who represent a large component of the demand for stylish cheap clothing, are the same people who fight for “social justice” and claim to be stewards of the environment.
Think About This The Next Time You Buy A Cheap T-Shirt In 5 Different Colors
The global fashion industry accounts for ~2% of global Gross Domestic Product (GDP). Zara alone can “manufacture over 30,000 units of product every year to nearly 1,600 stores in 58 countries." In a 2015 documentary titled "The True Cost", Director Andrew Morgan travels globally to delve deeper into the provenance of our clothing, the impact on the environment and human rights. According to the documentary’s website, 97% of our clothing is manufactured overseas while global consumption of clothing runs at 80 billion pieces.
After the oil and gas (O&G) industry, the fashion industry is the greatest contributor to environmental degradation. It takes “up to 200 tons of fresh water per ton of dyed fabric and 20,000 liters of water to produce just 1 kg of cotton.” The World Resource Institute notes that it requires 2,700 liters of water to manufacture one shirt, which equals enough drinking water for the average person for ~2.5 years. This statistic is even more jarring when coupled with the fact that close to 800 million people – over 10% of the world’s population - do not have access to safe drinking water.”
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