In the world of fashion, the expression fast fashion or fast fashion indicates clothing that, inspired by ideas presented during fashion shows by famous brands, makes the latest fashion trends available to consumers quickly and inexpensively. This fast fashion business model was established in the late 1990s and early 2000s with brands such as H&M, Zara, Primark, Topshop, and Forever 21.
Fast fashion is based on the concept of low cost fashion or low cost, accessible to all. It also takes advantage of the idea that to be fashionable you have to follow the latest trends. In this way, a vicious circle is triggered where a garment goes out of style in a short time.
Some brands of fast fashion They produce up to 24 collections a year with a production cycle of two, maximum four weeks. All moments in the production process are fast to minimize costs and maximize profits.
How to Recognize a Fast Fashion Brand?
In general, brands of fast fashion They use low-quality materials, which makes your clothes lose shape and wear out in no time. They also choose to produce in countries where labor is cheap and where the laws do not protect workers.
Production is very fast. Very little time passes between when you see a trend on the runway and when it hits the store. Consumers know that each collection does not last more than two weeks in the store. Because of this, they also know that if they don't buy something they like right away, they are likely to miss out.
The characteristics of a fast fashion garment are that it costs little, that it is fashionable 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 It has created a toxic system of overproduction and consumption that has turned the fashion industry into 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 industry that consumes the most water in the world (source UN Environment).
The negative effects on the environment are then due to the type of rapid production, the type of materials used and the amount of clothing produced.
Use of Synthetic Fabrics
Fast fashion brands mainly use synthetic fabrics such as polyester. Polyester production contributes to global warming. Additionally, polyester fabrics, once put in the washing machine, release microfibers that are dumped into 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 put pressure on the environment. To meet demand, cotton plantations are imported to countries where the cotton plant does not grow naturally requires the use of large amounts of water and pesticides, affecting biodiversity and soil quality and putting pressure on communities. local.
The consequences on the environment are then linked to the use of toxic and low-cost chemical dyes, which are introduced into the water courses, constituting a danger to the health of entire communities and the animals that drink from these water courses.
Textile waste
Finally, fast fashion pushes consumers to view clothing as disposable; More and more garments are thrown away, generating a large amount of textile waste. It is estimated that every second a garbage truck full of clothing 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 make the most of the local workforce. The pressure to reduce production costs and speed up production leads to the violation of the basic rights of workers, who are forced to accept very low wages and inadequate working conditions to maintain their jobs.
In addition to the environment and workers, fast fashion has a negative impact on consumers, fostering uncritical consumerism and creating a constant sense of need and dissatisfaction.
To get out of the vicious cycle of fast fashion there are several strategies that deserve a separate discussion. The first thing to do in any case is to change your mindset, adopt a minimalist approach, or at least start buying less. Buy less, invest in quality rather than quantity, plan what to buy based on lifestyle and personal taste.
The important thing, as in all things, is to want to change
Pajamas and Fast Fashion
If it's necessary pajamas new ethical or sustainable sleepwear, there are brands with ultra-soft sleepwear, sweatshirts and joggers that have just what is needed to rest and relax more deeply and responsibly and without shocks of conscience for indirectly affecting the environment, or collaborate with labor exploitation.
It's no secret that about a third of the days, most people today spend their time sleeping in their nightwear; and these days working from home, well, in any case it is almost the whole day that they spend in nightwear or pajamas
Therefore, it is essential to find the right set of pajamas and sleepwear Eco-friendly to feel good and made responsibly with toxic-free natural fibers. It is important to keep in mind that there are some eco-conscious nightwear and casual wear brands that use materials such as 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, and is used in everything from casual wear to underwear, sportswear, and of course pajamas. TENCEL ™ is a type of rayon, like viscose and modal. All of these cellulose fibers are made in a similar way: dissolving wood pulp and using a special drying process called spinning.
Prior to drying, the 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 premium fabrics such as organic linen or recycled cotton.
TENCEL ™ fabric is extremely versatile. Depending on the length of the fiber chosen in production, it can result in different thicknesses and textures. From a cottony to a silky feel, the fabric fits a wide range of clothing types, from sportswear to flowy dresses, especially pajamas