Fast Fashion is Not Trendy

Surely I can't be the only one who has observed this matter lately, and I can't be imagining things, but has anyone else realised that many widely renowned clothing companies are beginning to shift from selling decent quality clothing of which they did 3 years ago and back before then, for clothes that are unwearable and of cheap material?

Fast fashion, according to the Oxford English Dictionary, is defined as "inexpensive clothing produced rapidly by mass-market retailers in response to the latest trends; frequently as modifier." From what I see of large corporations, along with many other companies out there, I wouldn't really say that the fast fashion pieces that they sell are inexpensive, since they have decided to hike up the prices of such garments to an astounding amount to how much the material is really worth. We are deliberately being persuaded to pay a lot of money for something that is of poor quality.

My definition of fast fashion is a little bit different to what the Oxford English Dictionary's version of it, mainly because it is due to my own personal experiences. Having worked in the upscale fashion industry at one point in my life, I practised feeling the materials of the clothing we received every time a new season collection has been released, and judged whether or not such material could endure long-lasting wear. It took me a while to develop this 'sixth sense' since I fell victim to buying clothes that were considered fast fashion (but I did not know at the time) and experienced the disappointment of not getting my money's worth out of them, because the material would start falling apart or lose its quality after only a few careful wears. From those days on, I began learning my lessons from the past, and started questioning the quality of the clothing I am about to purchase. Fast fashion garments are not necessarily inexpensive, since there are companies who have the audacity to charge you big bucks for things that are of cheap material - for gaining profit, of course.

A lot of people tend to forget the long-term issues related to fast fashion. (Photograph: karepa/Adobe Stock)

Not only does fast fashion lead to heartbreaks of wasting your hard-earned on garments that you initially fell in love with when you came across it in the store and wanted to wear for many years to come, but it does in fact, have a significant impact on the environment. Approximately least 92 billion tonnes of clothing ends up in landfills each year, where they could take hundreds of years to decompose and some textiles are being burned, rather than being recycled instead. Who is really benefitting from fast fashion? It's not us as consumers, and definitely not the planet. Fast fashion is purely all about consumerism and greed.

How to question clothing by its worth?

1. Feel the material. Is it going to be something that you can easily wash and maintain? Look for clothing that is made of renewable organic material including cotton, hemp and linen, instead of something that is composed of synthetic materials such as polyester, nylon and rayon. Organic materials are easier to maintain and can typically be thrown into the washing machine, but if you're feeling pedantic at times, refer to care instructions tag provided inside the garment.

2. Observe. Check the stitching, especially along the hemline, to see if it is sewn on securely.

3. Go for minimal. I usually avoid clothing that has prints on it, just so I could wear them anywhere I like, regardless of what the occasion is.

4. Who cares if it's designer? Just because the garment is expensive and from a luxury designer brand, doesn't necessarily mean that it is going to last that long.

5. Do your research. There are many companies branding themselves as being ethical, but is that true or is it, in fact, greenwashing? Don't be immediately fooled by what they market themselves publicly as, and research about how companies source their clothing before you buy. Look for reliable current news articles, and organisation-based websites and journal articles for a deeper insight.

6. Avoid sales. Don't be one of the sheep to be brainwashed to spend hundreds or even thousands of dollars on promotions such as Spend More Save More events, Mid-Season Sales, Christmas Sales, EOFYS Offers, Black Friday, etc. The whole point of these events are to help the business clear their inventory for new stock to come through, and this is not really going to benefit you but to tempt you to spend more for things you most likely won't need.

7. Ask yourself. Are you going to be wearing this garment for more than 8 times? If not, would you feel guilty about leaving the garment resting in the abyss of your wardrobe for years or perhaps, decades?

8. Don't regret not buying the garment. Pat yourself yourself on the back, because you have saved yourself from spending money on something that you would have otherwise experienced disappointment in buying it. Also, you have gained a sense of self-control on your spending habits. Keep up the good work!

Ways to be a sustainable fashion consumer

1. Think before you chuck it away. Sell or donate your unwanted clothing, if, of course, it is in wearable condition. Intimate apparel including underwear, swimwear and socks, can be recycled instead.

2. Thrift shop. Consider buying your clothes from thrift shops instead. You can be one of the people who are preventing clothing from entering landfills, as you are giving someone's unwanted clothing a new lease in life.

3. Revive your clothes. Learn how to mend your clothes. Sewing and repairing damaged items is a skill that not everyone has, but can be easily learned via receiving lessons from a friend or family member who has those skills, attending community workshops or from watching online tutorials. You can also visit a cobbler to get your shoes repaired, or a tailor to repair or alter your clothes.

Understand the worth of your clothing, along with the impact it has on society and our planet.