Being a fashionista is a common practice among youngsters. Especially with the help of brands that produce cheap and trendy clothes in a very short amount of time such as H&M, Zara, Uniqlo, Shein, Forever21 and a lot more.
According to an article by Earth org, The term fast fashion was used in the beginning of the 1990s for the first time, when Zara came into the market in New York. With a mission that allows garment to go from the scratch stage to being sold in just 15 days.
Fast fashion is not a new thing as it was always there but never came into the light. However, over the recent years, it’s becoming a problem for the environment, companies,and as well as for the buyer.
“I started working at H&M because I needed a job during college, but I quickly realized how fast-paced and demanding the environment is. And we’re constantly pushing new inventory.” Sarah, 22, Retail Associate at H&M Canada.
The fashion industry being the largest polluter and contributor to environmental degradation is also responsible for excessive use of water and textile waste.
As per Decathlon sustainability Producing a single cotton shirt requires approximately 2,700 liters of water. Which is enough for one person to drink for over two years. In addition, Synthetic fabrics like polyester contribute to microplastic pollution in oceans, harming marine life.
When it comes to living sustainably, Mintel’s data shows that this is not what Gen Z are more interested in, they care more about Improving appearance, travelling abroad, and pursuing hobbies than acting sustainably.
“I love fashion, but I’ve started to feel guilty about how often I buy from fast fashion brands. It’s cheap and trendy, but I know the environmental cost is huge.” Jason, 20, Humber collegeStudent.
While people from the younger generation Typically earn less. Mostly they are the ones who likely love to go with cheap , poor quality clothes. Over thrifting, As they don’t care about the quality or environmental damage. They just love to wear trendy clothes. Influencers and celebrities have a big role in shaping that as almost every youth follows them.
As per a research that is conducted in Britain mentioned in the article by Mintel, In 2022 over half of British consumers between the aged of 16 to 24 said that they had switched to cheaper clothing brands in the last twelve months. Because of tighter financial conditions on young people which is directly hitting their fashion budget.
One side, Youth doesn’t care about environmental damages. But on the other hand, A 2020 survey revealed that 66% of Gen Z shoppers are willing to pay more for environmentally friendly products.
As per Technavio Fast Fashion Market will continue to Grow by USD 79.2 Billion in next 5 five years from 2025 to 2029, with the fact that Youth population is on the rise. At the same time Demand for Fast Fashion Clothing is rising as well.
“I used to shop at fast fashion stores all the time, but after learning about how workers are treated, I’ve been trying to switch to secondhand and sustainable brands instead.” Emily, 19, Sheridan Student.
young people are increasingly becoming more conscious of their own personal style and how it reflects their individuality. The fast fashion industry, having its extraordinary growth. But also it’s responsible for considerable waste. Youth are buying more clothes than ever.