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

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

In sweatshops, workers often work long hours and lack access to adequate healthcare or safe workplaces.

The beginnings: In the 1950s and 1960s, companies began to offer quickly produced and inexpensive fashion. This development was mainly due to the increasing demand for cheap fashion and was driven by growing prosperity and the proliferation 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 to produce fashion faster and in larger quantities to meet demand.

The digitization phase: With the proliferation of the internet and social media in the 2000s, companies began to sell their products online and use faster trends to market their products. This led to an even greater proliferation of fast fashion and an even faster production rate.

Fast fashion has drastically changed the way we consume and view fashion in recent decades. The availability of cheap and quickly produced fashion means that more and more people have access to items of clothing that were once considered luxury goods. But this supposed luxury comes at a price.
Fast fashion has led to people valuing their clothes much less and throwing them away more quickly. The impact on nature is immense, as a lot of chemicals are used to produce raw materials and the production of textiles requires a lot 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 in the long production chains.

We are committed to ensuring that clothing is valued again and we want to create an understanding of how sustainable fashion is created and how much handwork goes into each individual piece. In addition to the use of sustainable materials and fair production, appreciation is an essential point towards green clothing. After all, we have not won if we consume and throw away sustainable clothing as quickly as fast fashion.