What impact does fast fashion have on the environment?

As a sustainable clothing brand, we’re anti-fast fashion and everything that it encompasses.

In this article, we’ll look at the industry and how we can stop fast fashion and instead look for more ethical and sustainable clothing solutions.

Why is fast fashion so popular?

‘Fast fashion’ is characterised by the rapid and mass production of inexpensive, on-trend clothing that is quickly brought to store shelves and online retailers. The obvious appeal of fast fashion is that it swiftly replicates in-demand styles and makes them highly accessible to a mass market, because of its incredibly low prices.

A speedy production cycle and low price point encourages consumers to frequently update their wardrobes. Fast fashion garments are often of rather poor quality and this - combined with being cheap - leads to a ‘wear it once and discard’ mindset.

Who are the main consumers of fast fashion?

Consumers of fast fashion are typically individuals who are drawn to trends and affordable clothing:

Younger people

Fast fashion often appeals to younger consumers - teenagers, students and young professionals - as they are more likely to follow trends and look for budget-friendly clothes.

Shoppers on a budget

Consumers who prioritise affordability over durability or quality are attracted to the low prices offered by fast fashion.

Impulse buyers

Fast fashion capitalises on impulse buying. Those who enjoy a spontaneous purchase - especially online - are more likely to buy pieces, unplanned, from fast fashion retailers.

Fashion-conscious shoppers

Individuals who want to align with the latest looks may find fast fashion appealing because it quickly replicates styles without a designer price tag.

The dark side: what impact does fast fashion have on the environment and people?

With fast fashion, sustainable and ethical production practices are typically overlooked. Instead, an emphasis on speedy turnover and cheap production comes at a significant environmental and human cost:

• excessive resource consumption and deforestation
• environmental pollution - carbon emissions and water pollution
• exploitation of low-wage labour in developing countries
• poor labour practices and child labour
• impact on local economies
• textile waste generation - more waste to landfill

A disposable fashion culture sees clothing treated as short-term. However, as awareness of environmental and ethical issues grows, consumers may move towards more sustainable and responsible choices.

How can we stop fast fashion? The role of consumers in driving change

Consumers hold power in influencing the industry, through their purchasing decisions. Steph Hayes, our Creative Director, says:

“We believe that clothes should be manufactured to a higher standard so that they last longer. Consumers can then buy ‘better’ - more considerately and responsibly - and consequently less often.

“While a slightly higher price tag might be associated with sustainable clothing, it’s better on your wallet - as well as the planet - in the long term.”

When individuals make more considered and sustainable clothing choices, they collectively help to reduce the demand for, and limit the impact of, fast fashion.

What is the opposite of fast fashion?

Sustainable clothing takes an anti-fast fashion stance. The benefits of sustainable fashion include:

• Environmental Conservation
  Eco-friendly practices, reducing resource consumption and minimising pollution
• Ethical Labour Practices
  Promotion of fair wages, safe working conditions and the elimination of exploitative practices
• Longer-Lasting Garments
  Quality and durability reduces the demand for new clothing and minimises waste
• Consumer Empowerment
  Consumers can make choices aligned with their values
• Supporting the Circular Economy
  Recycling and upcycling - a circular economy - reduces the environmental impact of the industry

Challenges faced by sustainable clothing brands

Clothing companies may face challenges, as a result of their commitment to sustainability. Common misconceptions about sustainable clothes include:

• They are expensive
• Choices are limited
• Clothes are only aimed at a niche market
• They are less accessible

Our approach to sustainable clothing

I AM ME has taken steps to counteract the issues associated with fast fashion. We take great pride in the meticulous craftsmanship and attention to detail that goes into our clothing.

We prioritise the premium quality and durability of each piece to limit our impact on the world. Steph puts it really well:

“I AM ME is about ‘forever clothing’ that is good quality, long lasting and has a positive message. We make pieces that are relevant, never outdated and durable. This is because we want to keep our planet forever - not destroy it in the name of fashion. The clothing industry is a huge contributor to the planet’s pollution and we don’t want to add to that.”

Our sustainable practices

In pursuit of sustainability, we have adopted the following ethical and eco-friendly practices:

• We prioritise the use of organic cotton
  Organic cotton is grown without the use of environmentally-harmful pesticides
• We incorporate recycled polyester in our hoodies and T-shirts
• We use premium yarns, such as TENCEL™ Lyocell
  These products are gentle on skin and environmentally friendly
• We are Vegan PETA-approved
  Our vegan-approved garments are free from any animal-derived materials and are not tested on animals
• Conscientious manufacturers
  Using less water and less harsh chemicals that are harmful to the environment. Workers are cared for and treated fairly
• amfori BSCI
  We are guided by five core values to improve social responsibility and sustainable trade within our supply chain
• Soil Association-certified organic
  

  As a new brand, we are at the beginning of our journey. Whilst not every aspect of I AM ME is 100% sustainable just yet, we are committed to ensuring we are moving in the right direction.

  We are proud to offer clothing choices that reflect our commitment to ethical practices. We have intentionally partnered with suppliers and manufacturers to maintain a compassionate and sustainable supply chain, from start to finish, to align with our values.

Choose an ethical clothing brand

We aim to make a positive impact on the world while also delivering sustainable, high-quality, feel-good clothing for our customers.

Consumers play a huge role in the success of sustainable fashion as well as in driving change. We encourage everyone to support and embrace sustainable brands and make conscious clothing choices.

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