It is no secret that the world’s biggest fast fashion brands like Zara, H&M, Uniqlo, Gap, Shein, and Forever 21 each have their own supply chains filled with unethical manufacturing and labor practices across the globe. But what often never gets talked about in the same breath is the sheer amount of waste that these brands contribute to on an annual basis.
There seems to be very little positive to these fast fashion brands and their business practices aside from convenience. But what is the cost we are all willing to pay for convenience? Are we simply supposed to overlook the vast amounts of waste that we contribute to on an annual basis as a result of our support for these businesses or the gross human rights violations that many of these businesses perpetuate?
The numbers are staggering. Globally, an estimated 92 million tonnes of textile waste, including clothing, end up in landfills every year. This is equivalent to the amount of waste produced by a garbage truck full of clothes being dumped into a landfill every second. This environmental catastrophe runs parallel to a humanitarian crisis that remains largely invisible to consumers enjoying the latest trends at bargain prices.
The industry employs approximately 75 million factory workers worldwide, yet less than 2% earn a living wage. Garment workers endure unsafe conditions, wage theft, exhausting hours, minimal pay, and gender-based harassment. The global exploitation in the garment industry was thrust into the spotlight in 2013, following the collapse of the Rana Plaza factory in Bangladesh, which claimed over 1,100 lives and injured more than 2,500 workers.
The dual crisis of environmental degradation and human exploitation represents the true cost of fast fashion – a cost that remains largely externalized and hidden from consumers who see only attractive price tags and the latest styles. As clothing consumption continues to rise globally, with the average consumer purchasing 60% more garments compared to 15 years ago while keeping them for half as long, we must confront the unsustainable nature of this industry and our own consumption habits.
What is being done to combat fast fashion?
To be honest, not much is being done and not much really can be done at a systemic level without major shifts in both regulation and consumer behavior. The only real way one could “stick it to the man” is to not support these brands and instead shop with locally made products with materials that have been sustainably sourced – natural fibers that are good for people, not polyester and other synthetic materials that shed microplastics with every wash.
These big fashion brands aren’t really breaking any laws – they’re just wildly unethical in most cases. They slap weak PR schemes over their gross violations of human rights and their part played in the global fashion waste catastrophe. “Sustainability collections” often represent a tiny fraction of their overall production while the vast majority of their business model remains unchanged.
Some countries have begun implementing regulations aimed at reducing waste and improving labor conditions. France, for instance, has banned the destruction of unsold goods, requiring companies to donate or recycle them instead. The European Union has introduced initiatives under its Circular Economy Action Plan to address textile waste, while California has passed legislation requiring garment workers to be paid an hourly wage rather than by piece.
However, these regulatory efforts remain piecemeal and often lack enforcement mechanisms with real teeth. Meanwhile, certification programs like Fair Trade and GOTS (Global Organic Textile Standard) attempt to provide consumers with information about ethically produced clothing, but these represent only a small portion of the market and can be costly for smaller brands to obtain.
Grassroots movements like Fashion Revolution have emerged in response to disasters like Rana Plaza, advocating for transparency in the fashion supply chain with campaigns like #WhoMadeMyClothes. Yet despite growing awareness, the fundamental business model of fast fashion – based on high volumes, low prices, and rapid turnover – remains largely intact and continues to expand globally.
What are the alternatives to fast fashion?
Although fast fashion retailers are everywhere – in every mall or shopping center you know – and have a considerable grip on the market, they are not the only places where people can access ethically made clothing.
If you insist on buying your clothes new, it really is worth the extra cost to support locally made and ethically sourced materials. Brands like Seaand Gear, for example, are committed to this type of thinking and equally committed to fighting back against fast fashion brands that are polluting the fashion scene. These businesses typically produce higher quality garments that are designed to last, operate with transparent supply chains, use sustainable materials, and ensure fair wages for workers. While the price tag may initially shock consumers accustomed to fast fashion rates, the cost-per-wear often proves more economical in the long run as these pieces remain functional and stylish for years rather than weeks.
Second-hand clothing is also a great option, and with the rise in thrift culture, it is not just sustainable but wildly fashionable. Thrift stores, vintage shops, online resale platforms like ThredUp, Depop, and Poshmark, and clothing swaps all offer ways to extend the lifecycle of garments already in circulation. This approach not only diverts textiles from landfills but also reduces the demand for new production, effectively cutting the environmental footprint associated with manufacturing. The treasure-hunting element of secondhand shopping has transformed it from a necessity into a cultural phenomenon embraced by environmentally conscious consumers across demographic groups.
Last but not least, make your own damn clothes. Sewing isn’t hard, and the satisfaction of creating something tailored exactly to your preferences is unmatched by any store-bought item. Learning basic mending and alteration skills can also dramatically extend the life of existing garments. The slow fashion movement emphasizes this return to craftsmanship – understanding the value of clothes by participating in their creation. Online tutorials, community workshops, and traditional classes have made these skills more accessible than ever before.
By embracing these alternatives, consumers can break free from the destructive cycle of fast fashion while developing a more meaningful and sustainable relationship with their wardrobes. While individual actions alone cannot solve the systemic issues within the fashion industry, collective shifts in consumer behaviour send powerful signals to corporations and policymakers that business as usual is no longer acceptable. The future of fashion depends not on how quickly styles can change, but on how thoughtfully we can integrate ethics, sustainability, and personal expression into the clothes we choose to wear.
