The term Fast Fashion has been widely prominent in the last couple of years with clothing retailers with this business model selling every year more and more. The term is used to describe designs that move quickly from catwalks to stores in order to maximize current trends with low-priced but stylish clothing.
Through their marketing and stores, they oversaturate the market so consumers feel immediately behind in the trends world.
As it may seem ideal to get really “cool and cheap designs”, the real cost of this process comes with a high price. According to the UN Environment Programme , the fashion industry is the second-biggest water consumer and is responsible for 8 to 10% global carbon emissions (more than international flights and maritime shipping together). Plus, there are concerns about rising pollution (chemical waste and microplastics).
That’s why the fashion industry is facing increasing global scrutiny because of its environmental issues and social problems. But despite the proof of these terrible consequences,
Fast Fashion continues to grow based on copy of designs, cheap and massive manufacturing (by not paying the rightful salary to its employees) and short-lived garment use (basically by creating clothes that are not made to last).
The term was first used at the beginning of the 1990s, when Zara landed in New York and the New York Times described its mission to take only 15 days for the garment to go from the design stage to get to the store as…you guessed it, Fast Fashion.
Bonus: Did you know that 85% of all textiles go to dumps each year?
If you don’t believe us, picture this, a normal brand’s design process takes up to 6 months in order to create designs, samples, prints, embroidery, details up to the final garment. For a Fast Fashion brand, this process might not be longer than 2 or 8 weeks. So as you can already tell, the amount of waste from short-lived pieces is quite absurd.
But sadly, the problem doesn’t end there. Fast Fashion companies are also well known for having social issues especially in developing economies, with evidence of forced and child labour in Argentina,Bangladesh, Brazil, China, India, Indonesia, Philippines, Turkey, Vietnam and many others.
Think about it, rapid production means that sales and profits are achieved at the expense of human welfare. And developing countries are chosen because of their cheap labour, tax laws and relaxed regulations; and let’s not forget, these countries don’t usually follow environmental regulations either, so they’re usually known for land degradation and, air and water pollution.
Why is Slow Fashion important?
Slow Fashion is the immediate widespread reaction to Fast Fashion, with the argument for hitting the breaks on excessive production, extremely complicated supply chains and most important, mindless consumption. With brands just like us, Pineapples, who advocate for making clothes that respect people, animals and the environment. Why are these ethical companies so important? Because their business model is about creating their own designs and maximizing every piece’s useful life.
Now, are you wondering why a fashion brand is talking about fashion’s impact and sustainability?
Well, since we started Pineapples we wanted to responsibly make beautiful and quality clothes and be part of the change. So if you got until here, you’ll be one of the first to know that on september 24th, we will be launching our collaboration with the incredible foundation WWF (World Wide Fund for Nature), a collection to create awareness about animals at risk of extinction and the importance of Slow and Ethical Fashion. With no more to say…