What is fast fashion?

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We all like to have nice, cheap clothes, but we don't always know that what we buy is fast fashion. Therefore, we are also not aware of the damage we do to the environment and that, thanks to our purchase, we support the continued existence of people who work in inhumane conditions . However, we want to follow current fashion trends and, whether we like it or not, we renew our wardrobe regularly because these clothes do not have much durability. Even after warnings from organizations dedicated to environmental protection, sales of this type of clothing have not been affected much. Why does all this phenomenon occur? We tell you… What is fast fashion? To know what fast fashion is, we must consider the context in which we find ourselves globally. According to Greenpeace, a need for innovation and immediate change has been created based on fashion trends. This has caused the birth of fast fashion , which is clothing produced in large volumes. In order to meet the demands of the market, millions of different garments are sold. Which, in turn, encourages accelerated replacement of personal clothing inventories, since trends last for very short periods of time. Therefore, the quality of the products is very low to be able to go on sale without delays, making the clothing practically disposable.

What is fast fashion and how is it produced? Likewise, this production and sales system has caused the fashion industry to launch more clothing collections per year, instead of following the old spring/summer and autumn/winter model. Which has also been influenced by social networks, for example, since the confinement due to COVID-19, several trends emerged and coexisted at the same time, popularly known as “ aesthetics ”. In this way, there is no longer a fashion that lasts several years, as had been seen in previous decades, but clothing styles barely last one or two years. Which Western Sahara Email List encourages the purchase of new items. But what's the problem with this? A fast and cheap production model Generally, clothing brands take around three months to launch a complete collection. However, the industry has taken a turn for the new model that is fast fashion, since some brands like Zara have reduced that period to just 3 weeks, while the giant SHEIN does it to periods of 3 to 7 days. Therefore, they can offer new products frequently, relying on mobile applications, social networks and influencers to attract buyers. Which has motivated the increase in brands that join this phenomenon. Since the production costs, sacrificing quality and due processes, are very cheap and the profits are millionaires.



And, to avoid public scrutiny, they carry out initiatives to support organizations dedicated to caring for the environment. However, the large amount of waste they generate, as well as the pollution during and after production, caused by the use of dyes and treatments that are not safe for human life, make any superficial effort to be “sustainable” a practical matter. of greenwashing to deceive the public. What is fast fashion Violation of human and environmental rights With the birth of this industry, clothing consumption has increased by 400% in the last 20 years, which is why we throw away 16 thousand tons of clothing per year, 816% more than in the 1970s. So it is responsible of the consumption of 93 billion liters of water annually and the emission of 10% of CO2 worldwide. And, considering that the mass production of garments reaches up to 150 billion, at least 30% is not sold and 50% is thrown away in the same year in which it is acquired. Which increases the amount of clothing in landfills in countries like Ghana , where residents cannot take advantage of the items given the poor quality and chemical contamination they usually present. In addition to this, companies that are dedicated to selling fast fashion, to keep their costs low, keep their workers in inhumane conditions. Since they usually work 14 to 16 hours a day .