Fast fashion and waste

Clothing has clearly become disposable. In developed countries, such as USA and UK, people are buying more clothes, wearing them less and keeping them only a short time. And this is exactly what big global fashion corporations want - they want us to consume more and more clothing. They use advertising and marketing to encourage us to spend more and more money on the lastest fashion.


Also, fast fashion brands are fighting to compete against each other, introducing more and more fashion collections per year at lower costs. People, especially young women are enticed by influencers and advertising on social media which constantly tell them what they should buy and wear.


As a result of this rampant consumerism, the environment suffers as we generate more and more textile waste.

A family in the western world throws away an average of 30 kg of clothing each year. Only 15% is recycled or donated, and the rest goes directly to the landfill or is incinerated.

Synthetic fibers, such as polyester, are used in 72% of our clothing. These fibres are non-biodegradable and can take up to 200 years to decompose. The equivalent of one garbage truck full of clothes is burned or dumped in a landfill every second.

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