What is fast fashion – and how can we shop more sustainably?
Fast fashion has become a buzzword for cheap, trendy clothes – and many shoppers know it’s “bad” – but what does it really mean, and how can we do better?
Ultra low prices – like $5 t-shirts and $10 dresses. If it feels too cheap to be true, it probably is. Photo by Ron Lach.
“Fast fashion” means cheap, trendy clothes made quickly to follow the latest styles. You’ve seen it everywhere: New arrivals every week, low prices, and closets full of clothes worn once (or never). But why is fast fashion bad – and how can we make better choices?
What Is Fast Fashion?
Fast fashion is a business model focused on speed and volume. Brands like Zara, H&M, and Shein produce huge quantities of clothes quickly and sell them at low prices. These garments are often poor quality, made from synthetic fabrics, and meant to be replaced rather than repaired.
🧵 Example: Zara can go from sketch to store in just 15 days. Shein uploads 500+ new items a day.
Read more: Want jeans that last? Here’s the ultimate guide
Why Is Fast Fashion a Problem?
Environmental Impact:
92 million tons of textile waste are discarded globally each year
Fashion accounts for 8–10% of global CO₂ emissions
Synthetic clothes shed microplastics into our oceans
Labor Issues:
Garment workers are often underpaid and overworked
Reports show wages as low as $4/hour in factories for brands like Forever 21 and Boohoo
Overconsumption:
Constant trends = pressure to buy more
Leads to clutter, waste, and garments with short lifespans
What Qualifies as Fast Fashion?
Here’s how to spot a fast fashion brand:
Low prices (think: $5 t-shirts)
New styles weekly or daily
Low-quality materials
Lack of supply chain transparency
Massive production volume
Read more: What is the circular economy – and why should you care?
Is Zara Fast Fashion?
Yes. Zara helped invent the fast fashion model. It produces 12,000 new designs and over 450 million items per year. Although Zara promotes some “sustainable” initiatives, its core model remains based on overproduction and rapid turnover.
H&M is the world’s second-largest fashion retailer. Despite efforts like the “Conscious” collection, the brand still relies on high volume, low-cost production. Photo: Ibrahim Boran.
Is H&M Still Fast Fashion?
Yes. H&M is the world’s second-largest fashion retailer. Despite efforts like the “Conscious” collection, the brand still relies on high volume, low-cost production and has faced criticism for greenwashing and labor issues.
Other Major Fast Fashion Brands
Shein – Ultra fast. Extreme volumes, low quality, and labor concerns
Forever 21 – Trendy and cheap, with a history of wage violations
Uniqlo – Basics at scale, but still high output and synthetic-heavy
ASOS – 7,000 new items weekly, lots of private-label fast fashion
Boohoo/PrettyLittleThing – Rock-bottom pricing, exploitative factories
What Is Slow Fashion?
Slow fashion is the opposite of fast fashion. It’s about:
Fewer, better-quality clothes
Timeless style over trends
Fair labor and sustainable materials
Repairing, reusing, and reselling
5 Easy Tips for Shopping More Sustainably
👗 Buy less, choose well – Only buy what you truly love
♻️ Shop second-hand – Great for your wallet and the planet
🔁 Swap or rent – Especially for occasional wear
✅ Support ethical brands – Look for transparency and quality
🧵 Repair & recycle – Give your clothes a longer life
Fast fashion isn’t just about cheap clothes – it’s about a broken system. But every small shift helps. You have the power to choose fashion that’s better for you, for people, and for the planet.
Lisa Skaar Næss | Founder @Gemz
