Fast fashion refers to the rapid production and distribution of inexpensive clothing, which often reaches the market in short cycles. Companies that produce fast fashion frequently use very cheap materials and manufacturing facilities in developing countries, where labor costs are low.

One example of the impact of fast fashion is sweatshops. Sweatshops are not small clothing sewing workshops; they are factories where workers work under poor conditions for low wages. These factories are often located in developing countries and produce clothing for companies in developed countries. Many companies that produce fast fashion use sweatshops to reduce their costs and bring new products to market quickly.

Labor rights are frequently disregarded in sweatshops. Employees often work long hours and do not have access to adequate healthcare or safe workplaces.

The Beginnings: In the 1950s and 1960s, companies began offering quickly produced, affordable fashion. This development was mainly driven by the growing demand for inexpensive clothing, as well as increasing prosperity and the spread of mass media.

The Growth Phase: In the 1970s and 1980s, the fast-fashion industry experienced strong growth. This was mainly due to access to cheaper production methods and global supply chains. Companies began producing fashion faster and in larger quantities to meet demand.

The Digitalization Phase: With the spread of the internet and social media in the 2000s, companies began selling their products online and leveraging rapidly emerging trends to market their products. This led to the even wider spread of fast fashion and an even faster production rate.

Fast fashion has dramatically changed the way we consume and view clothing over the past few decades. The availability of cheap, quickly produced fashion has given more and more people access to garments that were once considered luxury goods. But this supposed luxury comes at a price.
Fast fashion has led people to value their clothing much less and discard it more quickly. The impact on nature is immense, as producing raw materials involves the use of large amounts of chemicals, while textile production requires a great deal of water and energy.

In summary, fast fashion can be seen as a supposed luxury that comes at the expense of nature and the many people employed throughout the lengthy production chains.

We are committed to ensuring that clothing is valued again and want to foster an understanding of how sustainable fashion is made and how much craftsmanship goes into each individual piece. Alongside the use of sustainable materials and fair manufacturing, appreciation is an essential step toward green clothing. After all, we have not achieved anything if we consume and discard sustainable clothing just as quickly as fast fashion.