Look down at what you are wearing right now. How many pieces of clothing are thrifted or from sustainable companies? We might not think that we are causing climate change, but we are funding it by buying from companies that contribute to it. Fast fashion companies have risen dramatically in popularity over the last three years because of their ability to produce affordable and fashionable clothes quickly. As concerns about the effects of fast fashion continue to grow, a new wave of companies, designers and consumers have started to reshape the landscape of fashion. This movement is known as sustainable fashion. It’s not just about looking good, it’s about doing good for the planet and its people.
Recently documentaries such as Brandy Hellville & the Cult of Fast Fashion, The True Cost and UNTOLD have exposed the dark secrets and the impact unsustainable companies have. The publicity surrounding the scandals of brands such as Brandy Melville, Shein, H&M and Forever 21 has tanked their popularity drastically.
The investment firm UBS released a report on April 8 saying, “As more consumers become aware of the environmental and human costs of apparel production, fewer will opt for fast fashion, widely seen as the most problematic sector in the industry.”
We have countless evidence from online sources that tell us fast fashion is on its way out, but students of Ida B. Wells High School have different views. When interviewed many participants listed Brandy Melville as a brand they shopped from the most. Brandy Melville is known for having prices under $50 which is only possible to maintain through a fast fashion production cycle.
Dylan Patterson, a sophomore at IBW says, “There’s no middle ground I feel like, there’s either the people who are obsessed with Shein or are super sustainable.” This accurately sums up the current divide among teens because many simply cannot afford more expensive, sustainable clothing. According to the Bureau of Labor Statistics, “In July 2023, 55.0 percent of young people (persons ages 16 to 24) were employed.” The reason fast fashion is so popular is because of how cheap it is. If only half of the young population is employed, it’s reasonable to infer that this half can afford to shop sustainably.
On average, fast fashion costs 50% less than sustainable companies. This leads to the question, how is sustainable fashion outnumbering fast fashion in popularity if many can’t afford it? The simple answer is social media coverage. The most powerful force driving the rise of sustainable fashion is consumer demand. As more people become aware of the environmental and social issues associated with fast fashion, they find alternatives that align with their values. This has led to a surge in demand for sustainable and ethical fashion brands, forcing the industry to take notice and adapt.
By embracing eco-friendly materials, ethical production practices and transparent supply chains, we can create a fashion industry that not only looks good but also does good for the planet and its people. The rise of sustainable fashion represents a turning point for the industry, one that holds the promise of a greener, fairer and more beautiful world.