Fast Fashion: Why It’s Ruining Our Planet and What We Can Do About It

Introduction: Why We Need to Talk About Fast Fashion

Fast fashion has become a buzzword in recent years, but behind the trendy clothes and low prices lies a devastating truth: it is one of the most polluting industries in the world. For parents, the stakes are even higher. What kind of world are we leaving for our children? At KIDDYKIND, we believe it is our responsibility to shine a light on this issue and encourage meaningful change. The choices we make today directly impact the planet our kids will inherit. In this blog, we’ll explore what fast fashion is, its destructive impact, and how we can move towards a more sustainable future through slow fashion.

What Is Fast Fashion?

Fast fashion refers to the rapid production of inexpensive clothing that mimics current trends. Brands like Primark, Shein, and Zara have built empires by churning out cheap, stylish garments at lightning speed. The appeal is undeniable: affordable prices and ever-changing collections keep consumers coming back for more. But this model prioritises quantity over quality and profits over ethics.

The term “fast fashion” originated to describe this relentless cycle of production and consumption. It encourages a disposable attitude towards clothing, where items are worn a handful of times before being discarded. In the UK alone, it is estimated that the average person buys 26.7kg of new clothing each year—more than any other European country (Ellen MacArthur Foundation, 2021).

The Impact of Fast Fashion on Humans, Quality of Life, and the Environment

The true cost of fast fashion is hidden behind its price tags. Its impact is felt across multiple dimensions:

Environmental Impact

• Carbon Emissions: The fashion industry is responsible for 10% of global carbon emissions, more than international flights and maritime shipping combined (United Nations, 2021).

• Water Waste: Producing a single cotton T-shirt requires 2,700 litres of water, enough for one person to drink for 2.5 years (WWF, 2022).

• Landfill Waste: In the UK, over 300,000 tonnes of clothing are sent to landfill each year (WRAP, 2020). Most of these items are made from synthetic fibres that take hundreds of years to decompose.

Human Cost

• Exploitation: Many fast fashion brands rely on garment workers in developing countries who are paid as little as £2-3 per day (Clean Clothes Campaign, 2023).

• Unsafe Conditions: Factories are often unsafe, with tragic incidents such as the Rana Plaza collapse in Bangladesh in 2013 killing over 1,100 workers.

• Child Labour: An estimated 170 million children worldwide are engaged in child labour, many in the textile and garment industry (International Labour Organisation, 2021).

The Illusion of “Conscious” Lines

Many fast fashion brands have introduced “conscious” or “sustainable” lines in response to growing consumer awareness. On the surface, these collections appear to be a step in the right direction. H&M’s “Conscious” collection, for example, claims to use organic cotton and recycled polyester. However, these initiatives often fall short.

Why Conscious Lines Aren’t Truly Conscious

• Greenwashing: Brands use vague or misleading claims to appear eco-friendly without making substantial changes to their practices.

• Labour Exploitation: Even “sustainable” lines are often produced in the same factories with poor wages and unsafe conditions.

• Landfill Contributions: Despite these efforts, fast fashion brands continue to overproduce, sending unsold items to landfill or incineration.

Slow Fashion: The Antithesis of Fast Fashion

If fast fashion is a sprint, slow fashion is a marathon. It prioritises quality over quantity, ethics over profits, and sustainability over short-term trends. Slow fashion encourages consumers to buy less, choose better, and invest in pieces that last.

What Is Slow Fashion and Why Is It Better?

Slow fashion focuses on:

• Durability: High-quality materials and craftsmanship ensure garments last longer.

• Ethics: Brands prioritise fair wages, safe working conditions, and transparency.

• Sustainability: Eco-friendly materials and processes reduce environmental harm.

Unlike fast fashion, slow fashion respects both people and the planet. It challenges us to rethink our relationship with clothing, promoting timeless designs over fleeting trends.

What Ethical Brands and Slow Fashion Care About

Slow fashion brands take several factors into account:

• Material Sourcing: Organic cotton, hemp, and bamboo are commonly used as they require less water and pesticides.

• Fair Labour Practices: Workers are paid living wages and operate in safe conditions.

• Low Waste: Many brands use a made-to-order model to minimise overproduction.

• Circular Fashion: Initiatives like garment recycling and repair services extend the life of clothing.

The Power of the Consumer

The fashion industry will only change if we demand it. As consumers, we hold immense power to shape the market. By choosing to support ethical and sustainable brands, we send a clear message to the industry: we care about the future of our planet and the well-being of its people.

Practical steps you can take:

1. Shop Less, Choose Better: Focus on quality over quantity.

2. Support Ethical Brands: Look for certifications like Fair Trade and GOTS.

3. Buy Second-Hand: Charity shops and online platforms like Vinted, Kidswear Collection, The Little Loop and so many more reduce demand for new production.

4. Repair and Repurpose: Extend the life of your clothing by mending and upcycling.

Conclusion: Fast Fashion Is Ruining the World, but We Can Make a Change

Fast fashion’s impact on the environment and human life is undeniable. However, there is hope. By embracing slow fashion, we can create a sustainable future for our children. At KIDDYKIND, we are committed to making conscious shopping easier for parents and families. The change starts with us, and it starts today. Let’s build a better world; one choice at a time.

Sources:

• Ellen MacArthur Foundation (2021): www.ellenmacarthurfoundation.org

• United Nations (2021): www.un.org

• WWF (2022): www.worldwildlife.org

• WRAP (2020): www.wrap.org.uk

• Clean Clothes Campaign (2023): www.cleanclothes.org

• International Labour Organisation (2021): www.ilo.org