No I’m not calling you a liar, but you have been deceived. By whom exactly?
By the $$$$ Thirsty Fast Fashion Industry.
Who are pumping out clothes so quick, that we are literally buying 60% more items of clothing every year. This is partially due to the quality being so low that we can only keep it for half of the time than we used to 15 years ago.Completely makes sense now, why you keep catching those rips and holes in your wardrobe eh.
They aren't completely to blame.
We’ve evolved as a society to bring in more disposable income than we're used to, so we kinda went crazy in the shopping department. Companies have also transformed during this time to take advantage of globalizing their supply chain to produce more- quicker and cheaper.
The problem is neither of us have been taking any responsibility. Humans' rights are being ignored, the environment destroyed and for what?
The Fast Fashion Industry to become even more richer or for us to always be "trendy"...
Our own values are being compromised, by us continuously buying from these big businesses.
For example, say if one of your core values is honesty, compassion, fairness, justice, kindness, or respect.
Would you realistically keep purchasing clothing, with the labels having information of products being made by children or women who are constantly being beaten?
We are being lied to, by not having this information available to us.
Also, as consumers we most likely aren't the only ones in the dark.
I can guarantee you that the majority of those working at the H&M headquarters in Stockholm right now, aren't exactly sure themselves of their factory workers conditions or how much waste they create.
The Fast Fashion Model
What does Fast Fashion actually mean?
Well according to a study, it's basically a clothing business that is: a) quickly responding to the market b) constantly changing their assortment and c) offering fashionable clothes at affordable prices. Companies include; Zara, Forever 21, H&M, Topshop, Gap and more.
These Fast Fashion Companies have changed their approach to supplying clothes- shortening the design cycle. Where they are now able to provide an order from concept to stores in as little as 6 weeks. It is based upon providing fashion that is almost on demand to consumer trends.
We will be exploring more on the impacts of this Model and what exactly we can do as consumers.
Greenpeace, "Timeout for Fast Fashion," 2016, http://www.greenpeace.org/international/Global/international/briefings/toxics/2016/Fact-Sheet-Timeout-for-fast-fashion.pdf.
Martinez de Albeniz and Felipe Caro Victor, "Fast Fashion: Business Model Overview and Research Opportunities", April 25, 2014.