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Fast and ultra-fast fashion brands follow disruptive business models and do little about sustainability. This article discloses little or no relevant or specific information about its impact or supply chain, and as a result is rated “Avoid” against Good On You’s methodology. I’ll take things away.
A world of overproduction and microtrends
Big brands like ZARA, H&M, Forever 21, and Topshop have long been known as fast fashion companies, and sustainability advocates have spent years holding them accountable for poor practices and excessive waste. But what actually is fast fashion? This is more than just a business category, it is a model of mass producing the “latest” items cheaply and selling them at a lower price point. Because these items are poorly made and often use unsustainable synthetic materials such as polyester, they are unlikely to last beyond a few wears and are not actively used by consumers. You should immediately replace it with a newer, trendier item on sale.
And now we’ve taken that same disruptive business model and accelerated it even further, producing and marketing it faster than ever before, selling the product for less than a pound, and finding it contains toxic substances. There is a new wave of brands using dangerous materials. It says almost nothing about sustainability and chemicals. A super fast fashion brand.
What is the impact of fast fashion?
The impact fast fashion has on the planet, people and animals is immeasurable. Pressures to cut costs and shorten production times mean that environmental considerations are compromised. Cheap dyes containing harsh chemicals are used, and the system produces an alarming amount of textile waste that often ends up in landfills.
Apparel workers have also been found to work in dangerous conditions, for low wages and without basic human rights. Animals are also affected by fast fashion, from the skin and fur used to make products to the chemicals and microfibers released into waterways and ingested by marine life.
Finally, fast fashion also affects consumers themselves. Influential marketing campaigns, weekly product drops, and gamified shopping experiences convince people they need to buy more to stay on top of trends, creating ongoing need and eventual dissatisfaction. Masu.
Fast fashion brands you should definitely avoid
Beyond the big names, other brands have used similar unethical fast-fashion models, but have largely escaped the criticism that has followed Topshop and others. This means they don’t even have to think about doing the right thing, and their website has little to no relevant or specific information about their supply chain, giving them an “avoid” rating.
In some cases, brands even make vague claims that look like greenwashing. Transparency is the first step towards a more sustainable business, and we believe that brands have the right to comprehensive and accurate information about how they impact people, the planet and animals. I am. That’s why our ratings only use information that brands are ready to publish for everyone to read.
So what are the worst fast fashion brands? Scroll to find out.
