In the world of fashion, the term fast fashion refers to clothing that, inspired by ideas presented during fashion shows of famous brands, quickly and affordably offers consumers the latest fashion trends. This fast fashion business model was established in the late 90s and early 2000s with brands like H&M, Zara, Primark, Topshop, and Forever 21.
Fast fashion is based on the concept of low-cost fashion, accessible to everyone. It also leverages the idea that to be fashionable, one must follow the latest trends. This creates a vicious cycle where a garment goes out of style in a short time.
Some fast fashion brands produce up to 24 collections a year with a production cycle of two, at most four weeks. Every stage of the production process is fast to minimize costs and maximize profits.
How to Recognize a Fast Fashion Brand?
Generally, fast fashion brands use low-quality materials, which causes their clothing to lose shape and deteriorate quickly. They also choose to produce in countries where labor is cheap and where laws do not protect workers.
Production is very fast. Very little time passes between seeing a trend on the runway and when it arrives in stores. Consumers know that each collection lasts no more than two weeks in the store. Because of this, they also know that if they don’t buy something they like immediately, they will likely miss the opportunity.
The characteristics of a fast fashion garment are that it costs little, is trendy, and therefore disposable.
Consequences of Fast Fashion
The fast fashion business model is unsustainable and has very high costs for the environment and for people’s lives.
Fast fashion has created a toxic system of overproduction and consumption that has made the fashion industry one of the most polluting industries in the world. In fact, the fashion industry is responsible for 10% of global greenhouse gas emissions and is the second-largest water consumer in the world (source: UN Environment).
The negative effects on the environment are due to the type of fast production, the types of materials used, and the amount of clothing produced.
Use of Synthetic Fabrics
Fast fashion brands mainly use synthetic fabrics like polyester. Polyester production contributes to global warming. Additionally, polyester fabrics release microfibers when washed, which enter drains and oceans, contributing to plastic pollution.
Excessive Use of Natural Fibers, Chemical and Toxic Dyes
Not only the use of synthetic fibers but also the use of large amounts of natural fibers puts pressure on the environment. To meet demand, cotton plantations are imported to countries where cotton does not naturally grow, requiring large amounts of water and pesticides, which affect biodiversity and soil quality and put pressure on local communities.
The environmental consequences are also linked to the use of cheap, toxic chemical dyes that enter waterways, posing a danger to the health of entire communities and animals that drink from those waters.
Textile Waste
Finally, fast fashion pushes consumers to view clothing as disposable; more and more garments are discarded, generating a large amount of textile waste. It is estimated that every second a garbage truck full of clothes is sent to the landfill (source: Ellen MacArthur Foundation).
The Social Impact of Fast Fashion
European and American fast fashion brands produce in countries like India, China, Vietnam, and Bangladesh, where they can take full advantage of local labor. The pressure to reduce production costs and speed up production leads to violations of workers’ basic rights, who are forced to accept very low wages and inadequate working conditions to keep their jobs.
Besides the environment and workers, fast fashion negatively impacts consumers by encouraging uncritical consumerism and creating a constant sense of need and dissatisfaction.
To break the vicious cycle of fast fashion, there are several strategies that deserve separate discussion. The first thing to do in any case is to change the mindset, adopt a minimalist approach, or at least start buying less. Buy less, invest in quality instead of quantity, plan what to buy based on lifestyle and personal taste.
The important thing, as in all things, is the willingness to change.
Pajamas and Fast Fashion
If you need an ethical new pajama or sustainable loungewear, there are brands with ultra-soft sleepwear, sweatshirts, and joggers that have exactly what you need to rest and relax more deeply and responsibly, without guilt for indirectly harming the environment or collaborating with labor exploitation.
It’s no secret that about a third of the day, most people nowadays spend sleeping in sleepwear; and in these days of working from home, well, in any case, it’s almost the whole day spent in sleepwear or pajamas.
Therefore, it is essential to find the right set of eco-friendly pajamas and loungewear to feel good and that are responsibly made with natural fibers free of toxins. It is important to be aware of some eco-conscious sleepwear and casual clothing brands that use materials like organic cotton and TENCEL™ and produce their pieces in ethical factories or with fair trade artisan cooperatives.
TENCEL™ is a popular fabric chosen by eco-friendly clothing brands. It is lightweight and versatile, used in everything from casual wear to underwear, sportswear, and of course pajamas. TENCEL™ is a type of rayon, like viscose and modal. All these cellulose fibers are made similarly: by dissolving wood pulp and using a special drying process called spinning.
Before drying, wood chips are mixed with a solvent to produce a wet composition. TENCEL™ is better for the environment than other similar fabrics but not as sustainable as top-tier fabrics like organic linen or recycled cotton.
TENCEL™ fabric is extremely versatile. Depending on the fiber length chosen in production, it can result in different thicknesses and textures. From a cottony feel to a silky one, the fabric adapts to a wide range of clothing types, from sportswear to flowing dresses, especially pajamas.
Don’t hesitate, on our website El Búho Nocturno you will find the ideal pajama.