Well, then what is fast fashion?
Fast-fashion is a retail strategy adopted by the majority of leading retailers that produce many seasons or collections throughout the year so their inventory always feels fresh and coincides with the latest trends. These fast fashion companies design, produce and market their clothing in a very short amount of time usually for a very low cost to the consumer. These same companies will then market themselves as ‘providing its consumer's value’, however, this is a short term insight. When one looks at the long-term effects of fast fashion you can quickly see how the concept provides more damage than perceived value.
The impact of the fashion industry and the differences between slow fashion and fast fashion is a lot to unfold but I’ll give you the basics spanning five major areas:
Ethics, Environment, Sustainability, Consumerism, and Globalization
Ethics
The reason fast fashion companies can sell their garments for incredibly low prices is that garment factory workers are paid very low wages. This is considered exploitation as many of the workers are unable to earn their way out of poverty no matter how many hours they work. Inhumane workplace practices like forced 60-80 hour weeks are considered normal. Sexual harassment is common as the majority of workers in the field are women. Dangerous shortcuts are often taken to save money and keep up with production demands that threaten the safety of workers. Animal cruelty is an industry-standard in the wool and fur industry to stay competitive.
On the other hand, slow fashion brands shine a light on our most vulnerable Earthlings and advocate for the production and consumption of fashion with respect to people, animals, and our environment. Fair wages are a priority for all work involved in the production and sale of garments.
Environment
Fast fashion results in the excessive depletion of natural resources. Harmful chemical dyeing techniques, toxic synthetic fiber production, and the pesticides used in cotton production ends up in local drinking water supplies causing numerous health issues for the ecological system and its inhabitants.
Slow fashion brands instead use eco-friendly fibers like organic cotton, flax, and hemp. These fibers are soft and luxurious to wear without using harmful chemicals and provide a safe environment for the farmers who grow the fibers. These brands rely on local suppliers to reduce carbon imprint. Eco-conscious dyeing and printing techniques are used many of which are traditional methods that have been used for centuries bringing us back to our roots. Many brands also discourage unnecessary plastic use in packaging.
Sustainability
Cheap fibers are commonly selected by fast fashion brands to keep costs down. Garments often have a short lifespan because they weren’t designed to last. Because the cost of garments is so low many view their clothes as just another consumable commodity meant to be discarded whenever a new trend comes along. As a result, landfills accumulate piles of wasted resources.
Slow fashion brands go back to a traditional design schedule like Fall/Winter and Spring/Summer. Slower production schedules allow for well thought out designs. Garments are designed with quality and durability a priority with the intent for items to last a very long time if not a lifetime. The entire lifecycle of the garment is taken into consideration and recycling and reusing are encouraged. Design techniques like upcycling provide a new art form that utilizes recycled fibers with a goal of zero waste. Waste is reduced by practicing made to order garments or small batch collections instead of mass-producing large amounts of clothing only to end up on the clearance rack and eventually a landfill in many cases.
Consumerism
Fast fashion brands bank on designing items that are produced, sold then discarded at a rapid pace. We in turn become materialistic and unfortunately, price doesn’t always equal quality. Consumers are corralled into an unconscious herd mentality. Craving items rather than relationships and experiences resulting in major mental health issues.
With a slow fashion mindset consumers are encouraged to slow down consumption. Slow fashion rejects trend-led seasons. Designers find joy in designing for a particular style or niche which helps consumers discover a personal style that makes them feel good. Fewer purchases of higher quality items are made and are intended to last a long time. This frees up time to spend on other life priorities.
Globalization
Fast fashion brands implement overcomplicated supply chains. Most garment production is done in the Eastern hemisphere resulting in transportation pollution. Sewing and craftsman jobs that once provided stable careers for millions of Americans have moved overseas to poorer countries.
Slow fashion is a global initiative that moves away from modern-day industrial practices and instead involves local artisans that preserve textile crafts providing fulfilling careers anywhere in the world. The use of social media and e-commerce websites provides a direct to customer experience removing the middle man of retailers. Puts the profits in the hands of the artisans rather than a corporation. This acknowledges the needs of a community and places importance on the beauty of diversity.
Most importantly slow fashion is part of the higher concept of slow living. A lifestyle philosophy that encourages you to be more thoughtful and intentional of your decisions that dictate your life and the lives that connect to yours directly or indirectly. This is a holistic remedy to the fast-paced corporate lifestyle that I believe has caused so many anxiety and depression cases on our planet.
The remedy will be a slow a steady transformation but I am certain that the fashion industry can and will be a source of pride again.
