The fast fashion industry affects climate change in several ways; there’s the excessive usage of water, plastic microfibers in our oceans, excessive consumption of clothing and unethical resourcing of materials. In the last few years with climate change activist groups, I feel like more people have become conscious of fast fashion. I try to shop second hand where I can and reduce how much I buy overall. Since this shift in environmentalism fast fashion companies and consumers have been held accountable more for the effect on the environment. But I want to question if this is just ‘green washing’ (calling clothes eco-friendly without being verifiable) or the emergence of fast fashion hierarchies.
H&M’s conscious range is a good example of ‘green washing’; companies are seeing that enough is being done by consumers to prioritise the environment but instead have found a way to do very little to bring comfort to consumers. Seeing a fast fashion item is made with ‘conscious choice’ or ‘eco-friendly’ makes all of us feel better. But does it mean anything at all? Well no. H&M have been sued as they are seeking to capitalise on consumer green trends, so people believe H&M products are an environmentally responsible choice. These products are still manufactured with polyester or recycled plastic. The problem with green washing is it misrepresents that these products do not negatively affect the environmental and overstate the environmental benefit. I think it is just another way for companies to manipulate consumers and take away from any actual changes for the benefit of the environment.
But within fast fashion there seems to be a hierarchy of what’s worse. Shein is an example of a fast fashion company that is seen as more woeful than H&M. I don’t think Shein is a company to defend. They face allegations of modern slavery, toxic chemicals in clothing and it being dangerously cheaper than other brands. The real cost behind the super cheap costs of Shein is human lives and non-eco-friendly materials. Shein pumps out far more styles than any competitors. So, there are many tangible reasons as to why Shein is a worse-off fast fashion brand to consume from. But that should not dismiss other brands that have labour and ethical issues too. Fast fashion is predicated on exploitation and harms the environment regardless of the brand.
I don’t think there is any use trying to single out one brand to make people feel better about consuming some fast fashion. The best way to move forward is to shop fast fashion less and second-hand more. Creating divisions allows distractions like green washing to work because it focuses on soothing the individuals guilt. Don’t feel too bad about getting your socks from Primark, we all do it, but we should focus on the bigger picture and holding brands accountable. The fashion industry is responsible for 8-10% of global emissions, more than aviation and shipping. Whether you like it, or not fast fashion is part of the problem.
“H&M” by NCinDC is licensed under CC BY-ND 2.0.
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The fast fashion industry affects climate change in several ways; there’s the excessive usage of water, plastic microfibers in our oceans, excessive consumption of clothing and unethical resourcing of materials. In the last few years with climate change activist groups, I feel like more people have become conscious of fast fashion. I try to shop second hand where I can and reduce how much I buy overall. Since this shift in environmentalism fast fashion companies and consumers have been held accountable more for the effect on the environment. But I want to question if this is just ‘green washing’ (calling clothes eco-friendly without being verifiable) or the emergence of fast fashion hierarchies.
H&M’s conscious range is a good example of ‘green washing’; companies are seeing that enough is being done by consumers to prioritise the environment but instead have found a way to do very little to bring comfort to consumers. Seeing a fast fashion item is made with ‘conscious choice’ or ‘eco-friendly’ makes all of us feel better. But does it mean anything at all? Well no. H&M have been sued as they are seeking to capitalise on consumer green trends, so people believe H&M products are an environmentally responsible choice. These products are still manufactured with polyester or recycled plastic. The problem with green washing is it misrepresents that these products do not negatively affect the environmental and overstate the environmental benefit. I think it is just another way for companies to manipulate consumers and take away from any actual changes for the benefit of the environment.
But within fast fashion there seems to be a hierarchy of what’s worse. Shein is an example of a fast fashion company that is seen as more woeful than H&M. I don’t think Shein is a company to defend. They face allegations of modern slavery, toxic chemicals in clothing and it being dangerously cheaper than other brands. The real cost behind the super cheap costs of Shein is human lives and non-eco-friendly materials. Shein pumps out far more styles than any competitors. So, there are many tangible reasons as to why Shein is a worse-off fast fashion brand to consume from. But that should not dismiss other brands that have labour and ethical issues too. Fast fashion is predicated on exploitation and harms the environment regardless of the brand.
I don’t think there is any use trying to single out one brand to make people feel better about consuming some fast fashion. The best way to move forward is to shop fast fashion less and second-hand more. Creating divisions allows distractions like green washing to work because it focuses on soothing the individuals guilt. Don’t feel too bad about getting your socks from Primark, we all do it, but we should focus on the bigger picture and holding brands accountable. The fashion industry is responsible for 8-10% of global emissions, more than aviation and shipping. Whether you like it, or not fast fashion is part of the problem.
“H&M” by NCinDC is licensed under CC BY-ND 2.0.
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