Being a fashionista, someone who obsessively follows trends, is not uncommon among young people. This is especially the case with the help of brands that produce cheap clothes in a short amount of time, such as H&M, Zara, Shein and Forever21.
According to Earth.org, an environmental news website, the term fast fashion was used in the 1990s for the first time, when Zara came into the market in New York, with a mission that allows for clothing to be produced from scratch, and sold in 15 days.
Young people are increasingly becoming more conscious of their own personal style and how it reflects their individuality. There has been an overwhelming growth in the fast fashion industry, but it is also responsible for considerable waste.
Fast fashion is not new. But the business practice is receiving more attention and criticism especially its negative environmental impact, which is raising ethical issues for consumers and companies alike.
The fashion industry is one of the largest polluters and contributors to environmental degradation and is also responsible for excessive use of water and textile waste.
According to Decathlon, a non-profit foundation focusing on sustainability, a single cotton shirt requires approximately 2,700 litres of water – enough for one person to drink for over two years.
In addition, synthetic fabrics such as polyester contribute to microplastic pollution, harming marine life.
Mintel, a market research firm in the UK, released data showing that sustainable living is not what Gen Z is interested in, and that young people care more about improving appearance, travelling abroad and pursuing hobbies.
But there are young people who do care.
According to data issues by the same research firm in 2022, over half of consumers in the UK between the ages of 16 and 24 said that they had switched to cheaper brands in the last twelve months.
This is because of tighter financial conditions, which is directly impacting young people’s fashion budgets.
A survey published by Kadence International reports that 66 per cent of Gen Z shoppers are willing to pay more for environmentally friendly products.