A cheap price tag—one of the primary reasons fast fashion companies continue to prosper. Oftentimes the argument against supporting fast fashion brands becomes elitist, completely ignoring that in many cases it is not that consumers want to support those brands, they simply have no other choice financially.
We’re all “guilty” of it. It’s no secret that it is far more cost-effective to shop at Target than at high-end sustainable companies like Reformation, especially as a college student. There is a difference, however, between buying out of necessity and purchasing dozens of items monthly from these companies.
The rate and volume at which college students are consuming clothing from fast fashion is alarming, especially when it is fueled by trends and hyperconsumerism, not necessity. It is nearly impossible to scroll through TikTok or Instagram today without seeing a “haul” video reviewing dozens of items from fast fashion companies.
We have to draw the line somewhere. In other words, please stop buying upwards of ten items at once from Shein. Keeping up with this week’s trend may be more harmful than you think.
Clothing from these brands tends to wear out quickly, in both quality and trend and is donated and thrown away at a high rate. Moreover, only 10% of the clothing we donate to thrift stores actually ends up being resold. It is no surprise that the U.S. produces large amounts of textile waste.
The production of the clothes also hurts the environment, polluting the water and air of the communities the factories are located in. The unethical labor practices these companies partake in are just as alarming as the harm they cause to the environment, as outsourcing allows for low wages, unsafe conditions and child labor. Shein has even been accused of violating modern slavery laws, participating in forced labor practices and failing to disclose information on the conditions inside their factories.
Ethical consumption in fashion can look different for everyone, and it isn’t about solely supporting sustainable brands. It’s about cutting back where you can. The budget most college students are shopping on is not an excuse for the unnecessary, rampant overconsumption of these harmful brands that is occurring. Buying essential items from these companies due to a tight budget is one thing; buying five new items a week to keep up with the latest TikTok trend is another.
Avoiding fast fashion brands altogether is impractical at this point in time, however, some of the environmental degradations that usually occur post-production can be avoided if we as consumers are more thoughtful when we shop.
Purchasing pieces of higher quality from any brand so they will last longer, and will in turn produce less waste, is a good place to start. Opt for the H&M sweater with a thicker material that won’t unravel when you put it through the wash. Take a look at the materials listed on the tag too—some brands like Urban Outfitters are now using recycled cotton on select pieces, which is far more sustainable than polyester.
Purchasing timeless, staple pieces helps too, as you’re less likely to throw an item away that isn’t dependent on the trend cycle. Classic cuts and neutral colors are always safe options.
You may still be supporting these brands, but in the long run, you will be supporting them far less frequently. Focusing on quality and longevity over quantity when shopping from these companies means breaking the cycle of relying on fast fashion as heavily to frequently replace items. You will also produce less waste, helping the environment even in the smallest of ways.
Fast fashion brands aren’t going away any time soon and ethical brands aren’t getting any less expensive. It can feel as though it is impossible to make an impact in the fight against fast fashion. Mindfulness in shopping is a small, yet incredibly important step. Buying large quantities of poorly made, trend-dependent clothing certainly doesn’t help, but intentionality in the pieces we chose to purchase does.
