The History of Fast Fashion

A brief history of fast fashion and its impact on the planet

Fast fashion has grown into a dominant force in the global clothing industry, producing around 100 billion items of clothing annually. This staggering figure represents a 50% increase over just 15 years, revealing the relentless pace at which fast fashion operates. Concerns about sustainability and environmental impact have emerged alongside this growth, prompting discussions on how to make fashion more responsible.

First: What is fast fashion?

Fast fashion is characterized by trendy, low-cost clothing that is rapidly churned out by mass retailers to meet the latest fashion trends. The emphasis lies on affordability and convenience, often at a significant cost to workers and the environment. It perpetuates the notion that wearing the same outfit repeatedly is a style blunder, pushing consumers to always seek the newest styles. Unfortunately, this leads to overproduction and overconsumption, making the fashion industry one of the largest contributors to environmental pollution. Learn more about the environmental effects of fast fashion here.

Once upon a time, in a slow fashion world

Over 20,000 years ago, human beings began the process of hand sewing, employing animal bones and horns as needles. Until the early 1800s, most clothing was handmade, with people growing wool or saving to buy garments tailored to their needs. The accumulation of clothes was a gradual and seasonal process.

When was the first sewing machine invented?

Fast fashion began to take shape during the Industrial Revolution, with the invention of the sewing machine by Barthelemy Thimonnier, a French tailor. This innovation made it much easier, quicker, and affordable to mass-produce clothing.

As bulk production flourished, dressmaking shops emerged to cater to the growing middle class, allowing clothing to transition from a purely practical necessity to a form of self-expression and style.

The fashion industry used to be slow. Sweatshops were the beginning of the end of that

What is a sweatshop?

Sweatshops refer to factories where workers endure long hours and low wages under poor conditions, an unfortunate reality that arose in the late 20th century and persists today.

Clothing becomes a form of personal expression

By the 1960s and 70s, clothing was increasingly seen as a means of personal expression, with trends driven by youth culture. The demand for affordable clothing surged, prompting textile mills in developing nations to produce low-cost, mass-produced garments, transforming shopping into a social and status-driven activity.

When was the term fast fashion coined?

The term "fast fashion" first appeared in a 1989 New York Times article, which highlighted a new retailer's ability to move a garment from concept to retail in just 15 days, signifying the arrival of a new era in fashion.

It's safe to say fast fashion had arrived.

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As online shopping gained traction in the mid-2000s, the pace of textile consumption accelerated dramatically. Now, consumers can easily buy trendy outfits from anywhere in the world and have them delivered in mere days. However, the hidden costs associated with this convenience warrant serious consideration.

Being fashionable shouldn't cost the earth.

The aspects of fast fashion—swift production, reliance on synthetic fibers, and aggressive pricing—inflict significant harm on the environment and those working in garment production. Moreover, the rapid cycle of trends fosters a throwaway culture, where clothing is not intended to endure beyond a few wears.

5 fast facts about fashion's environmental impact.

This only scratches the surface of issues related to overconsumption, water usage, waste, and microplastics. Dive deeper into the effects of textiles on people and the planet.

How does fast fashion impact the Ocean?

The fashion industry's textiles typically fall into two categories: natural and synthetic materials. Although natural materials like cotton and wool tend to be more durable, fast fashion often opts for cheaper synthetic alternatives such as polyester, acrylic, and nylon. Currently, synthetic fibers constitute nearly 60% of fiber consumption, underscoring the prevalence of plastic in our wardrobes.

More than ever, our clothes are made of plastic. Just washing them can pollute the Ocean.

These synthetic materials contribute to non-biodegradable waste, with each laundry load releasing substantial amounts of synthetic microfibers into our waterways. This microplastic pollution poses serious risks to marine life and subsequently, to human health.

We can put fast fashion out of style.

Increasingly, consumers are pushing for sustainable clothing options and striving to understand the true implications of the fashion industry. Though changes are on the horizon, the journey towards sustainability remains lengthy. In 2021 alone, the industry emitted approximately 2.1 billion tonnes of greenhouse gases. However, every individual has the power to impact the industry's future.

What can I do to tackle fast fashion?

• Continue to learn about how to spot fast fashion brands (then steer clear of them).
• Embrace buying fewer fast fashion items (as trends shift rapidly, they often lose their appeal in no time).
• When shopping, consider long-term wear versus fleeting trends.
• Support brands that prioritize ethical and responsible production methods.
• Explore secondhand shopping as a sustainable option.
• Wash clothes only when truly needed.
• Embrace outfit repetition and maximize the use of your clothing.
• Get creative with repurposing items at the end of their life cycle.
• Remember that the most sustainable piece of clothing is often what you already own.
• Join initiatives like the Wavemaker Programme to advance social change.
• Subscribe to newsletters focused on ocean conservation and sustainability.

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