By: Ayesha Devani
Hasan Minhaj, in an episode of his Patriot Act, sheds light on the fact that the average American buys 68 new pieces of clothing in a year. Just this past Friday, we witnessed yet another Black Friday; the Friday of Thanksgiving that traditionally indicates the beginning of Christmas shopping. Especially as teenagers, myself included, Black Friday is the best opportunity to catch up on fashion trends at a lower cost. As shoppers, fast fashion is everything we need. Cheaper, trendier, and convenient fashion is what we have collectively chosen for ourselves resulting in the exponential increase in the popularity of brands like Shein, Boohoo, Fashion Nova, and Zara. Sales on Black Friday and Cyber Monday actively promote engagement with fast fashion brands, but what is this engagement really doing to us and our environment?
Let’s begin with what fast fashion really is. As fashion trends rapidly change, companies have adopted a design, manufacturing, and marketing model that makes use of rather low-quality material to produce inexpensive garments. This method has allowed brands to be on top of every trend, every season, and every loophole there is in the fashion industry. As consumers, we get affordable and trendy looks. Why would we not engage in a deal like that? In order to maximize profits and retain brand image, companies only give us one side of the fast fashion coin. However, the flip side is what we should be talking about. The use of toxic chemicals, synthetic fabrics, and harmful dyes is what makes the production of these clothing items affordable. 11 million tons of clothing is known out to be thrown into the environment in the United States. Full of various toxic elements, these garments fail to break down. Instead, they begin releasing these harmful toxins into the environment. The very same environment that gives life to us. Chemicals like these are known to result in several human illnesses including threatening types of cancer alongside various respiratory illnesses. These toxins further seep into our waters impacting not only human life but marine life too. How do we still continue to promote these brands?
Black Friday and Cyber Monday are mediums that allow us to actively engage in this vicious cycle. In the year 2020, holiday sales were predicted to increase from 8.5% to 10.5%. On an individual basis, this might seem insignificant. It is only truly significant when we consider nationwide spending. Spending that continues to peak over the years. Cyber Monday, a rather convenient method of shopping, involves shipping that is said to be responsible for over three percent of global anthropogenic carbon dioxide emissions. In turn, this worsens the quality of air disturbing our ecosystem and feeding into the cycle of pollution.
As teenagers, we subconsciously practice and promote fast fashion. Post reading about the impacts of these companies, we may feel that our role is insignificant. However, it’s not just about discouraging fast fashion. It’s about promoting ethical fashion culture. Ethical and sustainable fashion, despite being less popular, is practiced. All it needs from consumers like us, is recognition. By recognizing and validating brands that practice sustainability, we are moving a step towards eradicating this cycle that will one day destroy us.
Sources:
https://www.sustainably-chic.com/blog/fast-fashion-brands-to-avoid
https://www.thegoodtrade.com/features/what-is-fast-fashion
https://www.epa.gov/international-cooperation/reducing-air-pollution-international-transportation