As the cost of living soars worldwide, many fast fashion brands need to cater to those who need affordable options. The vicious disposable fashion cycle is being fuelled because:Ĭlothes are becoming cheaper. How many items can you confidently say you’ve worn ten times? How many things made it to the wastebasket long before they needed to? Have a quick think of the contents in your wardrobe. Unsurprisingly, this is a 400% increase on the textile production of 20 years ago.Īccording to the textile waste charity TRAID, the average garment is only worn ten times before it is thrown away. That’s almost twenty times more than the current global population per year, meaning the average person buys at least twenty new garments a year-to probably continue wearing their worn-in favorite instead. To give you an idea of the scale of the fast fashion industry, it pumps out an enormous 150 billion garments a year. What Is Ultra Fast Fashion & How Does It Perpetuate Itself? When the season (AKA week) is over, what happens to all that unsold stock? While sustainable clothing brands roll out about two collections a year (Fall/Winter and Spring/Summer), ultra fast fashion brands rotate their stock almost weekly, breaking styles into about 59 ‘microseasons’. Whereas as some styles are garments are considered timeless-staying in style decade after decade-fast fashion companies cater to the hottest pop culture and style movements and thus lose their relevance when the movement is not longer #trending on social media. The material feels flimsy, the stitching suspiciously seems like it might burst at any minute, and you aren’t sure it will still look cool in six months.ĭon’t forget the suspiciously low price tag that somehow makes all that fabric and the labor behind it come to less than the price of your favorite Starbucks iced coffee.Īside from low quality and low price, quickly rotating trends and seasons are another core part of what is considered fast fashion. Those dresses and tops that looked good on the rack at the mall, but that you knew deep down wouldn’t last.

To boil a massive, multi-faceted industry down to one simple definition, fast fashion means rapidly producing cheap, low quality, disposable clothing.

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