In the fashion world, the expression fast fashion indicates clothing that, inspired by the ideas presented during fashion shows of famous brands, is made available to consumers with the latest fashion trends quickly and affordably. 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 takes advantage of the idea that to be fashionable, one must follow the latest trends. In this way, a vicious cycle 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, at most four weeks. All moments of the production process are quick 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 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 when a trend is seen on the runway and when it arrives in the store. 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 are likely to miss the opportunity.
The characteristics of fast fashion clothing are that it is inexpensive, it is trendy, and therefore it is disposable.
Consequences of Fast Fashion
The business model of fast fashion 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 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 largest consumer of water in the world (source UN Environment).
The negative effects on the environment are therefore due to the type of fast production, the type of materials used, and the amount of clothing produced.
Use of Synthetic Fabrics
Fast fashion brands primarily use synthetic fabrics like polyester. The production of polyester contributes to global warming. Additionally, polyester fabrics, once put in the washing machine, release microfibers that are poured into drains and oceans, contributing to plastic pollution.
Excessive Use of Natural Fibers, Chemical Dyes, and Toxins
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 the cotton plant does not grow naturally, requiring the use of large amounts of water and pesticides, which affects biodiversity and soil quality and puts pressure on local communities.
The consequences for the environment are then linked to the use of toxic and low-cost chemical dyes, which are introduced into watercourses, posing a danger to the health of entire communities and the animals that drink from those watercourses.
Textile waste
Finally, fast fashion pushes consumers to consider clothing as something disposable; more and more garments are being 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 the violation of basic workers' rights, 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, fostering 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 to have the desire to change.
Pajamas and Fast Fashion
If you need a new ethical pajama 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 without the guilt of indirectly harming the environment or contributing to labor exploitation.
It's no secret that about a third of the days, most people nowadays spend sleeping in sleepwear; and these days working from home, well, in any case, it's almost all day that they spend 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 made responsibly with natural, non-toxic fibers. It is important to keep in mind the existence of some eco-friendly conscious sleepwear and casual clothing 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 manufactured similarly: by dissolving wood pulp and using a special drying process called spinning.
Before 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 top-tier fabrics such as organic linen or recycled cotton.
The 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 cotton-like 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 pajamas.