What is Fast Fashion? Thanks for asking!

Fast fashion is to fashion what fast food is to dining. That is to say a poor-quality imitation, which everybody criticises but still nevertheless consumes!

Adopted by many clothing brands, this strategy consists of regularly bringing out new collections and offering low-price items. Customers are therefore encouraged to buy new clothes almost constantly. 

These practices haven’t just come about by magic. They meet an increasing level of demand caused by expanding middle classes across the world, especially in developing countries. These consumers want more clothes and in particular cheaper clothes. The MacArthur Foundation estimates that by 2050, clothes sales will have at least tripled worldwide.

The fashion industry has no reason to sell less, as explained by Ryan Gellert, managing director for brand Patagonia

The apparel industry has become one of the most polluting in the world. As an industry we're creating product that people don't need by stimulating demand, and creating this sense that if you don't buy it now it's not gonna be available. There's this race to the bottom on price and quality that is an unsustainable model. 

This all seems rather bleak, so what can we do? Stop wearing clothes and turn to naturism? In under 3 minutes, we answer your questions!

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