Fast fashion adversely impacts the environment, the quality of products and the workers in the supply chain. Slow fashion, on the other hand, includes

Fast fashion adversely impacts the environment, the quality of products and the workers in the supply chain. Slow fashion, on the other hand, includes improving the working conditions, taking care of the environmental damage, using regenerative sustainable resources and empowering communities.

The term ‘fast fashion’ is possibly known to all. The bigger fashion brands are often criticised for their approach towards the production of fast fashion. As a response to this trend, the slow fashion movement has come into being. The term ‘slow fashion’ was first coined in 2007 by author and activist Kate Fletcher, who introduced it in an article for The Ecologist. Since then, slow fashion has gathered a lot of attention and keeps innovating newer ways to design, produce and consume apparels.

The image (on the facing page) from Google Trends shows a continued rise in search interest for the term slow fashion, especially from 2015 onwards.

Advertisement

The current fast fashion industry stands at $99.23 billion in 2022 and by 2026 it is predicted to grow to $133.43 billion, according to The Business Research Company’s Fast Fashion Global Market Report 2022. This shows that changing the pattern of consumer consumption remains a challenge.

To understand the intensity of the problem, it is important to explore both the terms, i.e., fast fashion and slow fashion.

The fast fashion industry indicates the low-priced, mass-produced garments. These are more often the replicated designs that are simplified from the runway shows of premium designers or brands. The trends evolve very quickly, and styles go out of fashion in no time. The fast fashion brands chase profits by producing garments at a very low lead time to stay in competition. The consumer demand makes them look for ways to cut corners and make the products even cheaper. As a result of this downward spiral, the garments are produced with minimal price as well as quality. At a superficial level the fast fashion appears to be economically lucrative. However, the ecosystem of the industry as a whole gradually collapses under this immense pressure. The lowest possible prices are achieved through reduced quality standards, compromised workplace practices and environmental damage.

The three major areas that are most adversely impacted by fast fashion are the environment, the quality of products and the workers in the supply chain. Environment is hit the hardest by modern consumerism. Humans are possibly the only creatures on the earth that damage the ecosystem. The fast fashion industry is no different. The processes of this sector use cheap raw materials extracted via agricultural practices that are not regenerative and use chemicals, pesticides and fertilisers that are toxic in nature. The usage of synthetic fibres releases several thousand tons of microplastics in the oceans. It is also the second largest water polluter worldwide. The toxic chemicals used in factories often escapes to the environment without proper effluent treatment. These chemicals and microplastics eventually make their way into the food chain.

The competition to produce fast fashion at the minimal cost comes at an expense of exploitation of workers in the supply chain. This ranges from farmers to factory workers. The corners cut in the price of the apparels reflect in the low wages, poor working conditions and lack of human rights. The low lead times and high speed of production, leaves the workers overworked. The price cut at the retail stores are often paid by these workers in underdeveloped or developing countries.

The cheap clothing also means usage of cheaper raw materials, loose quality standards and designs that don’t appeal to the masses. The compromised quality and durability results in clothing that do not last long. These damaged items often end up in landfills. This creates a vicious cycle of increasing demand. The consumer keeps on buying newer items as the old ones are discarded.

To respond to this ever-damaging system, the movement of slow fashion acquired prominence. Slow fashion encourages consumers in making conscious decisions with respect to shopping. The consumption of garments has to be done keeping environmental as well as social sustainability in mind. The apparels are designed and produced in a way to last long. It includes improving the working conditions, taking care of the environmental damage, using regenerative sustainable resources and empowering communities.

The slow fashion movement has gained popularity over years, and the modern consumers have started to care about the impact of their choices. Slow fashion targets at not only reducing environmental degradation, but also regeneration of the damages already done. A slower supply chain puts lesser pressure on production of raw materials. Garments made in slow fashion use organically grown natural materials. The polyester used in such garments is essentially recycled. The destruction of natural ecosystem is avoided as materials are produced at a natural environmental pace. The use of toxic chemicals is avoided in dyeing and finishing processes. This reduces the concerns of water pollution.

Durability and quality are most important when a movement talks about buying less and using the clothing one already have. An uncompromised quality at a little higher price increases the durability. The raw materials are designed to last longer than reducing the prices. With lesser limitations with respect to pricing, the manufacturers can produce garments with better stitching quality. It is to be noted here that when one buys cheap, they tend to buy more. This is because cheap clothes don’t last.

Slow fashion is also about doing right at each phase of supply chain. The movement encourages being responsible about the lives of workers from farm to factories. Fair wages, safer production practices and better working conditions are imperative in slow fashion. Local communities are employed and empowered along with amenities of education and health.

Thus, it is very evident that fast fashion and slow fashion are polar opposites. Though slow fashion clashes with how the budget friendly consumer behaves and responds only to the language of discounts, it is important to understand that buying cheap is not essentially good. One needs to appreciate the fact that more is not necessarily better. Yes, the products might be expensive. But one doesn’t need as much when they last longer. People joining slow fashion movement often choose a minimalist wardrobe. It is high time that consumers differentiate the things they want and the things they need.