What exactly is fast fashion? Fast fashion itself is based on a cycle of new trends, new styles, and new ranges being made daily. The implications this has on our planet (and bank accounts) are irreparable. Their speedy supply chains rely on underpaid labor from factory workers overseas and the process is environmentally damaging.
Living currently on social media, the consumer's behavior is based a lot on what occurs in the digital world. Now the idea of wearing an outfit more than one time is considered taboo, and the amount of clothes that are seen by influencers from fast fashion brands to increase their exposure and sales is what keeps the fast fashion industry generating a lot of money.
As mentioned, it is nowadays not socially acceptable to be seen wearing the same item of clothing more than a couple of times, and still, consumers still refuse to shop sustainably due to it being more expensive but they don’t take cost-per-wear into consideration.
Cost-per-wear considers the worth of a piece in comparison to the number of times it is worn, for example, if you buy sneakers for 800 dirhams and wear them twice, the cost per wear is 400 dirhams. If you wear them 100 times, it costs 8 dirhams each time, and so on. The price you pay for an item should reflect its importance to you.
It is important to raise brand awareness for small businesses (as they often produce their clothes locally and in a safe environment) and encourage other brands to create sustainable clothing and ethical working environments. The wasteful fast fashion industry not only consists of textiles and plastics wasted but also terrible sweatshop conditions, underpaying labor workers and overworking them creating an unhealthy working environment just to produce garments that consumers will probably only wear once.
We encourage you all to support small businesses instead of fast fashion!