In fact, fast fashion has created a throwaway culture; a generation of shoppers who purchase an item and toss it out only months later. This damaging and unethical age is not only contributing to environmental damage, it is causing people to become lazy. Read on to find out more…
The conception of throwaway culture came about as modern fast fashion began to craft low quality clothing using mass production. Consumers decided that it was easier and cheaper to replace their clothing rather than repair it. In fact, the affordability of fast fashion actually encourages the public to treat clothing like a disposable item because it can be replaced so easily. After all, it now costs more to repair an item than it does to replace it, which is only fuelling a generation of lazy shoppers.
It has been discovered that the strategies that are implemented by fashion brands and retailers are actually contributing to throwaway culture more than we realise. In fact, these companies are placing expiry dates on trends, shortening the length of seasons and tempting consumers with red tag ticket sales in order to encourage people to make purchases that they don’t really need in return for clothing that is destined to fall apart. In fact, the implementation of online shopping has made it even easier to ‘zombie shop’, the act of buying clothing because it is wanted, not because it is needed.
With so many people choosing to throw away clothing rather than salvage it, it is no surprise that the environment is bearing the burden of our choices. After all, when we throw away clothing it is taken to landfill and, since the majority of western clothing is created from man made synthetic fabrics, they will be around for centuries after we have gone, polluting the atmosphere with harmful gases like methane. The pièce de résistance is the fact that over ¾ of the clothing that ends up in landfill is in great condition and is thrown away out of passivity when consumers get bored of an item.
The only way to eradicate throwaway culture is to become more invested in our wardrobe again. In the past, clothing was hard to come by which meant that repairs weren’t a choice, they were a necessity. The durability guarantee of slow fashion allows consumers to purchase clothing that will last beyond a single season. After all, investing in your wardrobe makes it that much harder to throw away items so carelessly. To find out more about tackling throwaway culture, get in contact with a member of the 2forjoy team today.