Since fast fashion exploded in the early 2000s, irreparable damage has been done to our environment and there is no taking back the suffering felt by those directly impacted by the consequences. If current global economic trends continue, the fast fashion industry will continue to grow with greater potential hazards. The only way to effectively fight back is to undermine the original source of fast fashion: the demand.





Fast fashion only exists because companies artificially created consumer demand. By reducing the quality of their clothes and instead focusing their enormous budgets on advertising and marketing, fast fashion companies constantly target consumers in new, innovative ways to convince them to keep consuming their products. In order to curb this demand, consumers should make the conscious choice by buying less new clothing and using their existing items for longer periods of time. This will also help slow landfilled waste and the rate at which our oceans and waterways are contaminated. However, our desire for "new" fashion will always exist, and we need a new, circular and sustainable model to fulfill our cravings yet spare the consequences:





Buying preowned, higher quality designer items is a great alternative to new, low quality fast fashion. Similarly, choosing to refashion your existing clothing is a fun and eco-friendly way of creating "new" fashion without wasting extra resources. Another growing trend is the vintage look , which uses preexisting handbags, accessories and garments and can make just as much, if not more of a statement than flashy polyester fast fashion outfits. So, why not make one of your 2021 fashion goals to be more sustainable? Consider buying something of higher quality pre-owned instead of new fast fashion - it’s better for your wallet and better for the environment.



