The True Cost of Fast Fashion and How to Make Smarter Choices

We live in an era in which many people cannot resist the urge to consume, caused to a high degree by powerful advertising campaigns, which nowadays have grown ubiquitous. Though it is natural for people to aspire to the finer things, such perceptions of luxury are often misguided. People frequently find themselves disposing of clothing after only wearing it a couple times, as a plethora of negative consequences compound on the environmental and human rights fronts. 

However, there are smarter ways to shop that are more enjoyable and sustainable. That’s what we’re going to be discussing in this article.

What is fast fashion?

A new business model has enriched a lot of fashion companies which focuses on rapidly producing and distributing trendy, low-cost clothing inspired by the latest runway lines. Unlike traditional fashion which follows slower seasonal collections and prioritizes craftsmanship, fast fashion operates on an accelerated cycle, bringing new, low-quality designs to stores in mere weeks.

Traditionally, meanwhile, fashion has emphasized timeless designs, drability, and skilled craftsmanship. In the modern day, instead, customers are being enticed to buy cheaply made clothes frequently and throw them in the bin just as quickly. These frequently use polyester and rayon which don’t cost much to produce but wear out fast. 

Another way they keep costs down is by producing in developing countries where wages are very low, thus allowing manufacturers to get away with employing them under poor conditions.

Here are some examples of major fashion brands churning out trendy, affordable fast fashion:

• Zara
• H&M
• Shein
• Forever 21
• Fashion Nova

Long-term expenses

Though it seems like such items are cheaper. In reality, they are not. They often fall apart after going to the washer just a few times and already you’re having to go shopping again. If people were to just buy something high quality from the start, they would be able to use that sweater, shirt, coat, or pants for years. A lot of this is the result of psychological manipulation in marketing and limited-time trends causing a sense of urgency in people, pushing them to compulsively buy more than they actually need.

While you are saving money on fashion, another great way to do so is by using mockups. These are digital representations of clothing items that can be used to first test out the interest of target markets and can be downloaded from specialized websites. One such example is Yellow Mockups. These negate the need to waste money and fabrics on clothing that consumers may not be responsive to in the first place.

The the cost of fast fashion

The hidden costs go far beyond the price tag. The range of negative consequences is extensive.

Environment

The fashion industry is one of the most environmentally destructive sectors in the world. Its effects are felt globally.

Pollution from textile production and waste

Runoff goes into the air, water, and soils. Textile dyeing alone is responsible for 20% of global wastewater pollution, as toxic chemicals used in the process often end up in rivers and oceans. On top of that, a lot of synthetic materials, such as polyester shed microplastics when washed. These end up infiltrating waterways, harming marine life and eventually entering our own diets.

Overconsumption of water and energy

Enormous resources are required to produce clothing. Producing a single cotton T-shirt consumes around 2,7000 liters of water, as much as the average person drinks over a two-year span. You can conserve water by turning to mockup hoodies and t shirts instead.

Massive amounts of textile waste going to landfills: 

The amount of fabrics hitting the trash bins is alarming. Over 92 million tons of clothing are thrown away every year, which ends up in landfills. Synthetic fibers take centuries to decompose.

Human rights

Most people have already heard before that poor workers and often children have to endure horrible environments where they work to produce a lot of the stuff that they wear.

• They are paid low wages that they can’t even get by on and have to work long hours.
• Unsafe conditions: workers are rushed to meet high performance standards. For this reason, they cut corners on both the clothing quality and the potential for injury. Bangladesh, India, and Cambodia are notorious for this. Sometimes even young children are forced to work in these environments.
• Harm to local communities: chemical waste ends up contaminating people’s water supplies, causing serious illnesses among those nearby. Local economies also get disrupted since they are outcompeted in their ability to sustain their businesses.

Benefits of high-quality clothing

One of the biggest advantages of high-quality clothing is that it simply feels better and is more of a joy to wear. When you wear cheap clothing, it doesn’t fit as well, it isn’t as soft, and you’re missing out on that very feeling of luxury that stimulated yo to purchase the fast fashion items you bought in the first place. On top of that, once you buy some nice shirts, sweaters, socks, or hoodie mockups you need, you can be happy knowing that they’ll likely stay with you for a long time. There is a sentimentality factor to a lot of clothing. You don’t want to have a favorite sweater, only for it to rip and then have to throw it away.

If you become a fashion victim, you’re going to end up a slave who ends up having irrelevant clothing every season every time the new collection rolls around. Instead, focus on some impactful staples for your wardrobe, like a well-tailored blazer, a quality pair of jeans, and a classic t-shirt. These will never go out of style.

How to make a difference

Beyond extending the longevity of the clothing in your cabinets, you also have the opportunity to consume in a way that contributes to a more livable planet and greater kindness. Vote with your dollars.

Embrace sustainable fashion

There are a lot of brands now that offer environmentally friendly alternatives made of organic cotton, hemp, or recycled fabrics. Many of them even make that their entire identity. Investing in a nice wool beanie will feel great, it will keep you warmer, and it will always remain trendy.

Consider second-hand and vintage clothing

The second-hand market is enjoying astronomical growth, offering up stylish and sustainable alternatives. Thrift stores, consignment shops, and online resale platforms allow you to buy high-quality clothes at a fraction of the original price. Vintage clothing meanwhile offers unique, one-of-a-kind options that will stand out way more than the run-of-the-mill mass produced polyester items. On top of that, by doing so, people significantly reduce the amount of garbage that builds up in landfills.

Mindful consumption

Be mature in your spending habits or financial trouble could arise in more areas than just your apparel shopping. 

Here are some handy ideas to that end.

• Avoid impulse buying: consider waiting at least 24 hours before making a purchase. If you still want it after a day, it’s more likely to be a meaningful addition to your wardrobe.
• Assess your wardrobe before shopping: take inventory of what you already own to avoid buying duplicate or unnecessary items.
• Capsule wardrobe: this is another eco-friendly option that promotes clutter by obtaining a collection of versatile, high-quality pieces that can easily be mixed and matched.

Sporting ethical brands

There are a lot of companies out there and the uproar over this hit a new high in the 1990s. Since then, there has been an established standard of transparency in the apparel market. Companies publish details of their employees’ working conditions, hours, and salaries, as well as the factories they cooperate with, often tracked on blockchain so there is no concern about lying. Certificates are also issued to demonstrate compliance with strict social and environmental responsibility standards, such as Fair Trade, GOTS, and B Corp.

By tracking brands like these, you can ensure that your money is going to brands that are treating their employees well. 

Examples of such brands include:

• Patagonia
• Everlane
• Reformation
• Stella McCartney
• Allbirds
• TOMS
• PACT