Fast fashion brands flood the market with cheap, trendy clothing at an unsustainable rate, creating enormous environmental and social harm. Despite their attempts at greenwashing (especially those involving the use of sustainability labels covering environmental or social aspects), their business model is fundamentally incompatible with true sustainability.
Not to mention the microplastics shed from these cheap synthetic fabrics, making their way into the water system and ending up in our drinking water.
Was anyone intelligent claiming it would be?
I’m not sure anyone is arguing ‘fast fashion is great for the planet’, but I’m sure a lot of people don’t realise just how harmful it is.
I think this article also does an awesome job of pushing back against the “if it’s from a line with ‘eco’ in the name it’s fine” narrative that fast fashion companies are trying to spin, which is probably just as important.