There are multiple heavy reasons why cheap clothes are not your privilege, and I will be covering them next. But before that, a little recap of who exactly behaves most destructively as consumers.
There are 10 countries that dominate the market for fast fashion purchasing. They are:
- China: $40 billion
- USA: $17 billion
- India: $6 billion
- Japan: $3.3 billion
- Germany: $2.2 billion
- UK: $2.1 billion
- Russia: $2 billion
- France: $1.5 billion
- Italy: $1.3 billion
- Brazil: $2.3 billion
Sure, it makes sense that the biggest countries make the top of the list. But ironically a lot of these countries are the ones who pay the highest price for consumers over-indulging on fast fashion.
So, cheap clothes are not your privilege…
Because sustainability is NOT a class issue!
Did you ever consider that when you have to pay a little bit more, you actually consider whether you need a piece of clothing? Whereas when buying ultra cheap shit we buy a hell of a lot at once, which means the price sneakily goes up too.
But because the unit price is so low, people imagine they’re saving money. And at the end of the day they don’t have the slightest idea how much they actually are spending on clothes per month. But somehow they can afford all of that effortlessly…
There are multiple studies of the general type of customer who shops from the ultra fast fashion brands. And let me burst your bubble. They are not poor people!
- In the US, the average Shein shopper earns over 65 000 dollars a year.
- From this they spend over 1 200 dollars a year on clothes. Now, let us all shut up about Shein and Temu helping the poor!
- In the UK the Ellen MacArthur Foundation found that British people are hoarding ￡46.7 billion worth of unworn clothing in their wardrobes each year.
Let me repeat that: unworn clothing. If one is actually poor, I highly doubt they’d waste money on clothes they don’t even intend to wear, wouldn’t you agree?
So, fast fashion is not for poor people. To be completely honest, most people that I know in Europe, who might be short on cash, shop second hand. Because let’s be completely honest here:
If you really do struggle financially, but want to keep on shopping just for the sake of shopping, maybe it’s time to take that very uncomfortable look into the mirror and admit that you’ve got a personal issue to process and heal there.
Safe, ethical fashion is affordable to every single one of us! Sustainable brands have a bad rep, but as tends to happen, the world has moved on. Sustainable fashion is NOT a privilege only to the higher middle class and the ultra rich any more.
Now, as I mentioned before, we’ve been raised to believe that we deserve whatever we want. Regardless of cost. But in reality it’s not true. Cheap clothes are not your privilege…
Because fast fashion actually costs a lot more
Consider this: a purchase isn’t truly cheap if it merely collects dust in your closet, tags intact. The phenomenon of fast fashion mirrors our relentless craving for inexpensive items. Which is a sign of mental issues.
And social media isn’t doing us any favours on this front. We’re incessantly bombarded with the notion that satisfaction lies just one shopping spree away. But still we never reach it.
Also, authentic fashion design hinges on its resonance with the present moment and environment. It should include both individual expression and the respect for the artisans, time, and natural resources entwined within its creation.
Fast fashion excludes all artists and gifted craftsmanship that has previously thrived, for example, in Europe. Especially in Italy the plight of the true fashion industry based on professionalism and quality, is getting more prominent every day.
And while most people still don’t care about the state of the environment, the fact remains: humans are fast destroying the only planet they can exist on. This makes us hands down the stupidest species in the Universe.
Because we refuse to admit that cheap clothes are not your privilege…
Conclusion
As nasty as it may sound and feel to hear it, cheap clothes are NOT your privilege. Truly! Fast fashion has only been in existence for 30 years, that’s how little time it’s taken for us to get completely delusional.
Before fast fashion was coined as a term by Zara in the 90’s, buying cheap clothes was considered embarrassing. It indicated to the society around you that you must be poor, not being able to afford anything else.
I’m not saying that this way of thinking was in any shape or form good! But it certainly was better for the actual professionals in the fashion industry, and especially for our darling planet. So please, next time you go shopping, consider
- do you actually need it?
- are you actually going to wear it? With what?
The only way to make these horrid brands go away is by not supporting them. There are plenty of better options out there for all of us. Affordable options!
FAQ
Q: Why is fast fashion a big problem?
A: Fast fashion promotes a business model where ultra cheap clothing is sold at a cost to the environment and human rights. The fast fashion business model relies on the exploitation of resources and human labour to deliver trendy garments to its consumers at an unprecedented rate. The cost of fast fashion also involves mental health issues and lack of respect for actual industry professionals.
Q: Is River Island a sustainable brand?
A: No, River Island is not sustainable, but a fast fashion brand. River Island produces its clothes in factories that it has not shared information of, which indicates a great likelihood of human and labour rights issues. River Island’s fabric and clothing production is also detrimental to the environment.
Q: Is Zara a sustainable brand?
A: No, Zara is not sustainable, but a fast fashion brand. Zara manufactures its clothes in factories that it has not shared information of, which indicates a great likelihood of human and labour rights issues. Zara’s fabric and clothing production is also detrimental to the environment.
Q: Is H&M a sustainable brand?
A: No, H&M is not sustainable, but a fast fashion brand that is known for continuously using greenwashing in its marketing. H&M does not share any information on where or by whom their clothes are manufactured, which indicates a great likelihood of human and labour rights issues. H&M’s fabric and clothing production is also detrimental to the environment.
Q: Is sustainable fashion a class issue?
A: Sustainable fashion was previously considered a class issue, but this is no longer the case. These days there are ethical brands available for all budgets. And truth be told: fast fashion shoppers are not poor people, so the price point was actually never a valid excuse for preferring fast fashion to sustainable fashion.
Q: Why is sustainable fashion so expensive?
A: In general sustainable fashion does come with a higher price tag due to the following: ethical sourcing, premium materials, limited production, and eco-friendly practices in regards to all operations. Such things as paying a living wage to the workers brings along costs that fast fashion brands avoid. Also clean, non-toxic, often natural fabric production is more time and effort consuming.
