In the world of fashion, the expression fast fashion or fast fashion indicates clothing that, inspired by the ideas presented during the fashion shows of famous brands, is made available of consumers the latest fashion trends quickly and economically. This fast fashion business model was established in the late 90s 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, accessible to everyone. 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 fast fashion brands produce up to 24 collections a year with a production cycle of two, maximum four weeks. All moments of the production process are fast to minimize costs and maximize profits.
How to Recognize a Fast Fashion Brand?
In general, fast fashion brands use low-quality materials, which causes their clothes to lose shape and become damaged in a short time. 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 catwalk and when it arrives in 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 is disposable.
Consequences of Fast Fashion
The fast fashion business model is unsustainable and has very high costs for the environment and people's lives.
Fast fashion 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 quantities of natural fibers puts 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 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; As more and more clothing items are discarded, a large amount of textile waste is generated. It is estimated that a garbage truck full of clothing is sent to the landfill every second (source Ellen MacArthur Foundation).
The Social Impact of Fast Fashion
European and American fast fashion brands produce in countries such as India, China, Vietnam and Bangladesh, where they can make the most of local labor. 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 keep their jobs.
In addition to the environment and workers, fast fashion has a negative impact on consumers, encouraging uncritical consumerism and creating a constant sense of need and dissatisfaction.
To get out of the vicious circle of fast fashion there are several strategies that deserve a separate discussion. The first thing to do in any case is to change your mentality, 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 to have the desire to change
Pajamas and Fast Fashion
If you need new ethical pajamas or sustainable loungewear, there are brands with ultra-soft sleepwear, sweatshirts and joggers that have just what you need to rest and relax more deeply and responsibly and without strokes of conscience for indirectly affecting to the environment, nor collaborate with labor exploitation.
It's no secret that about a third of the days, most people today spend sleeping in their nightwear; and these days working from home, well, in any case it is almost the entire day that is spent in sleepwear or pajamas.
Therefore, it is essential to find the right set of eco-friendly, feel-good pajamas and loungewear that are responsibly made from toxic-free natural fibers. It is important to keep in mind the existence of some eco-friendly brands of conscious sleepwear and casual clothing 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's lightweight and versatile, and 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: by 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 similar fabrics, but not as sustainable as premium fabrics such as 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 to a silky feel, the fabric suits a wide range of clothing types, from sportswear to flowy dresses, especially pajamas.
Don't hesitate, on our website El Búho Nocturno you will find the ideal pajamas.