Fast fashion runs into sustainable fashion

Textile industry is faced with hobson’s choice as the world of fashion sees two contrasting trends, one of the low-margin but high turnover fast fashion and the other of more expensive but eco-conscious ‘sustainable clothing’. In some ways, the consumers are already deciding the outcome of the race.

The fashion industry, a cornerstone of global culture and economy, is at a crossroads. On the one side lies fast fashion, a juggernaut of mass production and rapid consumption. On the other hand, sustainable fashion is emerging as a counter-movement, advocating for environmental responsibility and ethical practices, even if at a higher price than fast fashion goods.

The stakes are high, it is not just the future of some key players or even the textile industry, at stake is the planet’s health as textiles account for nearly 8 pc of global carbon emissions, making them one of the most-polluting segments of the global economy.

Over the last decade, fast fashion, driven by a clutch of Chinese and European companies, has revolutionised how we shop, offering trendy designs at low prices that consumers are meant to wear and dispose rapidly. But treating garments in the same way as disposable napkins comes with a staggering environmental footprint as besides the high carbon emissions, the textile industry also consumes vast amounts of water and the dyes used in manufacturing clothes end up polluting the soil and water around the manufacturing plants.

The waste generated by fast fashion is equally alarming. With every wash, synthetic garments release microplastics into the oceans. These practices not only harm ecosystems but also exacerbate climate change.

Also Read: The global consequence of fast fashion

In some respects, consumers have taken the debate away from the manufacturers and are deciding themselves the fate of the industry and the two contrasting trends, by opting in for sustainability over cost advantages. The shift towards sustainable clothing is becoming visible in India as well.

“Fast fashion companies should try to keep less inventory of clothes, especially those not in fashion, as these clothes take up space for a long time and remain unsold,” Gautam Gupta, a customer of fast fashion brands based in Gurgaon tells Media India Group. He advocates for recycling initiatives, noting that “companies should collect clothes for recycling and actually use them for recycling.”

Paying heed to the consumer preferences, some manufacturers have adopted ‘green’ practices. In contrast to fast fashion’s environmental toll, sustainable fashion offers a more conscientious approach. This movement emphasises eco-friendly materials, ethical labour practices, and circular business models like thrifting and upcycling.

Sahib Takkar, Director of Contemponari, an online fast fashion brand which claims to be striving for sustainability, shares his efforts to mitigate environmental harm. “I use predominantly organic fabrics, about 90pc cotton-based or natural fibres, and avoid synthetics as much as possible,” Takkar adds.

“We use solar panels to power our embroidery machines. We also have a system that recycles wastewater from our dyeing and printing processes,” says Takkar.

Also Read: Indian millennials lead movement for slow fashion

While brands play a crucial role in promoting sustainability, consumers hold significant power to drive change. Small behavioural changes can make a big difference. Washing clothes less frequently, using cold water cycles, and sun-drying can cut carbon emissions by more than half. By embracing these habits, individuals can contribute to a more sustainable future.

The manufacturers say they may face limitations in changing their processes dramatically, but small changes can and should be made.

“Being in the garment industry and the fast fashion space, it is not possible to avoid polyester entirely. However, incremental steps, such as sourcing certified organic fabrics and reducing waste, can pave the way for broader industry reform,” says Takkar.

Gupta emphasises the importance of innovation in inventory management to minimise overproduction and waste. “In search of inventing new fashion trends, companies tend to waste a lot of clothes,” he adds.

The choice between fast fashion and sustainable fashion is more than a matter of style; it is a decision that impacts the planet’s future. By prioritising eco-conscious alternatives and holding brands accountable for their practices, we can collectively steer the industry toward a greener path. As Takkar puts it, “Every step counts when it comes to protecting the environment.”