I DISSENT: Fast Fashion’s “Sustainability” Claims
During the summer of 2023, I worked as an intern for the Net Zero Tech Alliance, an organization focused on reducing scope three emissions throughout the value chain. I spent my time working on corporate sustainability reports, reviewing the emissions scopes and standards of various companies, and examining their upstream and downstream transportation plans.
My experience in Spain exposed me to everyday life—how people eat, shop, work, and live—as well as some of the larger aspects of consumer culture. The streets of major Spanish cities are cluttered with stores and restaurants, and during the later summer months, these stores become filled with signs that read “Rebajas” (sales). On Gran Via, in Spain’s capital city, retail stores that stand three to five stories tall are full of garments that are cycled through every day. During my internship in sustainability, I began to wonder about the end-of-life of textiles and the broader implications of mass consumerism. For a society so concerned with sustainable business practices, these concerns did not seem to translate to the fashion sector. This led me to write my undergraduate honors thesis on the unsustainability of fast fashion within the framework of the United Nations Sustainable Development Goals.
While I won’t be going through all the findings of my thesis in this article, I would instead like to challenge the ideas surrounding overconsumption. At alarming rates, consumers continue to purchase fast fashion, and this consumption encourages companies relying on the fast fashion model to produce poorly made garments that undermine sustainable development. Toxic chemicals and rushed manufacturing devastate the environment, the supply chain, and the health of individuals and the public.
The emphasis on meeting trend cycles contributes to a market where little is done to educate consumers on the products they are purchasing. The impact of toxic dyes and materials extends beyond the environment; it also affects public health. Responsible consumption lies within the consumer base, as a sustainable market requires sustainable consumption habits. Discerning sustainable practices from greenwashing is difficult for consumers, making the sentiment of ethical consumption more about effective marketing than real accountability and practice. It is estimated that 96% of claims to sustainable practices by top fashion brands are false.
Ultimately, patronizing fast fashion and the “wear and toss” mindset associated with its consumption must change within the consumer base. Due to the relative affordability of garments, consumers no longer feel the need to repair clothes so they last. Where older generations once recalled saving up for clothing, this mindset has now been abandoned. Real sustainability in fashion lies in drastically reducing consumption and rethinking the industry’s global impact.
I challenge you to consider the impact of your purchases. Every time you see a new trend cycle on social media, ask yourself whether you genuinely need it, or if you just want to fit in with new clothes. It’s okay to want to belong to something greater, but consider whether your purchase will benefit the world—and yourself—long term. Corporations are lying to you about being sustainable; do not let green-washed marketing cloud your ability to make sound decisions.
For further reading, my undergraduate thesis is linked here:
