It's no secret that our closets are full of clothes. Too many clothes. But have you ever wondered what the real cost of that t-shirt is that you paid less than a coffee? That of fast fashion has become a global phenomenon that is literally devouring the planet. Like a hungry leviathan, this industry swallows natural resources, spits out pollution and generates mountains of waste. But it is not just an environmental issue: behind those rock-bottom prices lies a reality of exploitation and inhumane working conditions. It is time to look beyond the price tag and discover what is really behind this industry that is changing the face of fashion forever.
What Really Is Fast Fashion That's Eating the Planet?
Fast fashion is like that friend who always convinces you to buy things you don't need. It's a business model based on the fast and continuous production of low-cost clothes. Think about it. Zara, one of the giants in the sector, manages to put clothes in stores just 15 days after the initial design. E Shein? Even more impressive: he adds up to 2.000 new articles to his website every day. Every. Single. Day.
The fast fashion market was worth around $100 billion in 2022 and is growing rapidly. It is one of the main reasons why Global clothing production doubled from 2000 to 2014.
I'm not talking about fashion in the traditional sense of the word. This is consumerism in its purest form, fueled by media trends that promote an endless cycle of compulsive buying.
The Environmental Impact Hidden in Our Closets
If your clothes could talk, they’d tell you a terrifying story. About 60% Fast fashion items are made from synthetic fabrics derived from plastics and chemicals that begin their life as fossil fuels. It's like we're literally wearing oil.
When these clothes are washed or end up in landfills, they release microplastics in the environment. And that's no small thing: because microplastics, for those who don't know, contain chemicals such as phthalates and bisphenol A that can affect the health of humans and animals. Every washing machine wash is a small environmental catastrophe. But natural fibers are no joke either. To produce a single cotton T-shirt approximately 2.650 litres of water are needed. To give you an idea, it is how much a person drinks in three and a half years.
The mountain of waste that we don't see
I still remember when, as a child, my grandmother told me to finish the food on my plate because there are people dying of hunger in the world. Who knows what she would say today, that with clothes we are doing much worse. Every year, more than 90 million tons of textile waste end up in landfills around the world. In just one year, we throw away the weight equivalent of 450 Empire State Buildings.
And recycling? A drop in the ocean. Only a small percentage of discarded clothing is recycled. The rest slowly decomposes, releasing greenhouse gases and contributing to climate change. The fast fashion industry is responsible for an estimated percentage between 8% and 10% of global greenhouse gas emissions.
Fast fashion, the human side of the issue
You know what I'm about to tell you: behind every €9,99 item there is often a story of exploitation. The fast fashion industry has a terrible reputation when it comes to workers' rights. It's a system that thrives on speed and low costs, often at the expense of the people who make the clothes.
Consumers are being dragged into an unhealthy spiral of buying pressure, while cheap clothes deteriorate rapidly. It's a vicious cycle that only benefits big companies, while everyone else (workers, the environment, and consumers) pay the price.
How often do you wear it?
I don't know if you've ever heard of it: the #30wearchallenge it's a campaign born a few years ago da Livia Firth e Lucy Seigle to promote a more sustainable approach to fashion. The concept is simple: before buying a new item of clothing, you have to ask yourself "Will I wear it at least 30 times? Do not smile if this seems paradoxical to you, because outside of the paradox the reality is even worse. Currently, clothing items are worn on average only 7 times before being discarded. It is this behavior that causes millions of tons of textile waste every year.
All is not lost, however. A movement of awareness is emerging. The European Union is developing requirements to make clothes last longer and is banning companies from throwing away unsold textiles and footwear. French is going further, with pending legislation that, if passed, would ban advertising of fast fashion companies.
The #30wearschallenge trend is starting small, encouraging consumers to plan to wear each item of clothing they purchase at least 30 times.
It's time to rethink our relationship with fashion. Next time you're tempted to buy that super cheap item, remember that the real cost isn't what's on the tag. It's much, much higher.
