Are we going too fast?

Ricky Bobby would probably say no. Those that created the fast fashion craze in the 90s would tend to agree with him. Without the rise in fast fashion brands like: Zara, H&M and Topshop would be nowhere near as successful as they are. The question is can it be tamed for the good? Furthermore, how many other industries are making this model the norm?

Red Light

Fast fashion is a term used to describe the business model that involves the quick turnaround of new fashion trends, designs, and collections. It allows retailers to offer a wide range of clothing styles and accessories at a low cost and appeals to consumers who want to keep up with the latest fashion trends without spending a lot of money.

Fast fashion retailers use a vertically integrated supply chain and have their own production facilities or work closely with manufacturers to produce clothing quickly and cheaply. They also employ just-in-time inventory management practices, which means they only produce items in response to customer demand, reducing the amount of unsold inventory.

While fast fashion has brought more affordable and diverse fashion options to consumers, it has also been criticised for its negative impact on the environment, labor practices, and the social well-being of communities where the production takes place. The fast-paced nature of the industry often leads to overproduction, leading to significant waste and pollution. In addition, workers in fast fashion supply chains are often paid low wages and work under poor conditions.

In 2013, an eight-floor factory building that housed several garment factories collapsed in Dhaka, Bangladesh, killing 1 134 workers and injuring more than 2,500. In her project,?'An Analysis of the Fast Fashion Industry', Annie Radner Linden suggests that ‘the garment industry has always been a low-capital and labour intensive industry’. It would not be far from the truth to suggest that big money tech has followed with similar accusations coming thick and fast.

Green Light

There are current solutions to this fast fashion epidemic. This comes in the aptly named: Slow Fashion. Slow fashion is a movement that emphasizes a more sustainable and ethical approach to fashion, and encourages consumers to be mindful of the social and environmental impact of their clothing choices. It advocates for buying fewer, higher-quality pieces of clothing that are made with sustainable materials and ethical labour practices, and for maintaining and repairing clothing to extend its lifespan.

The slow fashion movement also supports local and independent designers and artisans, and values traditional craft techniques and sustainable production methods. It seeks to reduce the environmental footprint of the fashion industry by reducing waste and pollution, and promoting circular economy practices such as recycling and upcycling.

Slow fashion and sustainable/ethical fashion are closely related, and both aim to promote a more responsible and conscious approach to fashion. The key difference is that slow fashion places a greater emphasis on reducing consumption and production, while sustainable and ethical fashion may focus on a wider range of issues such as materials, labour practices, and supply chain transparency.

C2C brands such as Vinted and Depop have further contributed to education against Fast Fashion. In fact, these platforms even give a second life to products created by fast fashion brands. Right now C2C fashion platforms are also helping families and individuals see value in what would previously be discarded and ultimately burned at landfill sites. One can now earn cash for their unwanted items.

Perhaps someone should curate a similar idea for the tech space, oh wait...