Fast fashion - the nightmare of the fashion business

Fast fashion - the nightmare of the fashion business
Fast fashion - the nightmare of the fashion business

Hardly every time you buy clothes, you ask yourself where they came from, under what conditions they were created and how much effort was needed to make them. The truth can turn out to be frightening, because in the background of all the political, economic and social problems that today resound from almost every mass media, the topic of fast fashion remains a taboo topic in the information space.

Lack of sufficient footage makes us shy away from the complexity of this issue without even asking what the potential consequences of mass producing clothing that is deliberately designed for short-term use might be.

What is "fast fashion"?

The term "fast fashion" originated in the 1990s, when shopping for clothes gradually began to become more of a hobby than a necessity. Then manufacturers find a solution to satisfy the needs of the mass consumer, seeing as a good alternative the creation of low-quality clothes and accessories to sell at relatively low prices.

Fast fashion is many times cheaper and accessible for mass consumption and this makes it attractive to most people. Very startling, however, are the data that about 100 billion pieces of clothing are produced per year, which are re-purposed for sale, most often by already proven brands on the market. Besides the use of an unrealistically large part of natural resources such as tons of cotton and thousands of liters of water, behind this large figure is also the work of thousands of people, who in most cases work in inhumane conditions, with extra shifts and with pay several times lower than the minimum.


Fast fashion today

Many of today's fashion brands do not resort to changes in the way clothes are produced. Another practice is also observed - some of the big brands not only avoid increasing the environmental friendliness of their production, but also the price of their goods continues to rise sharply. The consequences of the textile industry have a negative impact not only on the underpaid workforce, but also on the environment.


On April 23, 2013, a tragedy occurred in Bangladesh, the world's second largest garment exporter. A large textile manufacturing factory collapses, killing many people and seriously injuring a large number of workers. In connection with this unfortunate incident, an army spokesman commented: "The number of victims has now reached one thousand!".It is believed that the poor conditions and lack of restoration of the building are the reason for its decay. This incident is just one example of how far the perversions of the fashion business can go.


Another serious problem is the impact of fast fashion on the environment. The production of clothes affects one of the most important resources on the planet - water. For example, it takes 1,514 liters of water to make one T-shirt, and 15,000 liters to make a pair of jeans. Most factories are located near rivers and seas, and in addition to draining huge amounts of water, this automatically leads to water pollution with pesticides. and waste that is most often disposed of in them. In turn, this endangers not only marine life, but also people living near such industrial enterprises.

The Solution

In response to what is the solution to this problem, many of the public and high-ranking personalities such as Barack Obama for example believe that the number of clothes that are used daily should be limited.Therefore, they prefer to wear the same or similar looking clothes. Uniforms, shopping at thrift stores, limiting clothing purchases from fast fashion malls, or even donating unwanted clothes are also alternatives to combating this fashion disaster.

If you also want to take initiative to tackle this problem, you could start by changing your consumption habits. First of all, make sure that your need to visit the mall to get new acquisitions is not just a fad to kill boredom.

Look through your closet, separate the clothes you no longer use and see what you really need. Don't make shopping for clothes a hobby. Buy only what you need. This way, you will not only avoid accumulating excess clothes, but it will also have a good effect on your budget.


Another good alternative is to buy clothes from small and not so popular brands that strive for ecological production. It is true that the products of such brands can sometimes turn out to be many times more expensive than those sold in the mall, but in this case the price is at the expense of quality, and so you can be sure that your garment will not worn out only after twenty wears.

Fortunately, in our country, information about the problem of fast fashion is also gaining more and more popularity and some of the Bulgarian second-hand clothing brands follow ecological distribution models in order to protect the environment and fight against labor exploitation.

In view of the above, one of the killers of modern times is perhaps fast fashion, which leads to a number of environmental and social problems. As proud inhabitants of the planet, we need to take care of both nature, which is our home and without which our life would be impossible, and ourselves.And human life is a priceless gift that should not be taken away for the sake of mass fashion and the dividends that accrue as a result of it. So the next time you're choosing a new blouse, first ask yourself if you really need it, and if so, try to make a wise decision.

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