The true cost of fast fashion

Buying clothes has never been easier. 80 billion items are manufactured every year. We're putting too much product out there, most of that product ending up in landfill. So-called 'fast fashion' allows consumers to buy more, but they're wearing these garments less often and disposing of them at an unprecedented rate. This is where wardrobe castoffs end up. Savanna Rags is a clothes recycling and processing plant in Nottingham, England. They process discarded clothes from recycling bins around the country. Mohammed Patel has been running this plant for 12 years. Majority of it will go to Africa and Dubai. We send some of it to Europe and we have a couple of buyers here in the UK that buy from us also. Globally, sorting plants like this only deal with around 25% of discarded clothes. In Britain, more than 300,000 tonnes of clothes end up in landfill every year. It's the fastest growing category of waste in the country. But this is a global problem. Expanding middle classes in emerging markets are hungry for more and cheaper fashion. It's estimated that by 2050, global clothing sales could more than triple. One of the things that we've noticed is that the quality of the actual material being used has gone down. We're now having to process a lot more just to get the same quality of goods that we can sell on. But how can the fashion industry continue to grow while addressing the environmental need for people to buy fewer clothes? New York fashionista Ijeoma Kola is less about rags and more about the latest runway fashions. Because I post often on Instagram, there is a little bit of pressure to have a new outfit. She's a fashion blogger. Her stylish posts and clothing tips are attracting a big online following. I found myself before buying a lot of clothes. I usually bought clothes from H&M and Zara, or ASOS. But if you're looking for trendy pieces they have them, they're pretty affordable. Today she's looking for a new outfit for a swanky industry event. But this store doesn't sell clothes, it rents them. Ijeoma has been championing Rent the Runway's radical new approach to high end fashion. Rent the Runway is a clothing borrowing service which allows you to rent clothes for either 4 or 8 days at a time. You are cycling through clothing as fast but you're borrowing it with other people so other people get to wear the same thing that you're wearing as well. On average only 20% of clothes are worn on a regular basis. Rent the Runway's mission is to change consumers relationship with the clothes they wear. Rather than buying something only getting to wear it maybe three or four times before you decide to give it away or throw it away an item is worn a lot more when it is being shared across different people. Rent the Runway only has a couple of flagship stores but online it's a giant and it's disrupting the fashion industry. To date, there are 10 million members so it comes with a hefty laundry bill. The company claims to have the largest dry cleaning facility in the world. Rent the Runway is getting more mileage out of items of clothing, it's also helping to tackle an increasing throwaway culture. But the last thing clothing brands want is for consumers to buy less. Except perhaps, for Patagonia, an outdoor apparel brand which sent shock waves through the industry with this full page advert in the New York Times on Black Friday 2011. Here in Amsterdam, Ryan Gellert heads up Patagonia's operations in Europe and the Middle East. The apparel industry has become one of the most polluting in the world as an industry we're creating product that people don't need by stimulating demand and creating this sense that if you don't buy it now it's not going to be available. There's this race to the bottom on price and quality that is an unsustainable model. Patagonia's philosophy flies in the face of fast fashion to buy once, buy well, and mend clothing for a longer lifespan. So maybe doing that in Amsterdam and then figuring out how to share it elsewhere. With the largest single repair facility in North America, and mobile mending services around Europe and America, Patagonia's anti-fashion environmental message has resonated with people who buy into their vision. Helping our customers keep their product in use longer was also one of the original big ideas in Patagonia. Between 2008 and 2014, profits reportedly tripled. Patagonia claims it generates revenue of nearly 1 billion dollars a year. It's hope is to inspire other brands to tackle the environmental impact of fast fashion. If I had the opportunity to sit down with leaders from some of the bigger fast fashion companies in the world, what I'd really encourage them to understand the full impact of their supply chains. Patagonia provides a glimpse into a more enlightened approach to fashion. But they're a rare example. For Mohammed, the boom in fast fashion has been good for business, but this throw away culture sits uncomfortably with him. Sometimes it's soul destroying, because you come to work and you just think, is this what we've come to that the human race all we think about is dispose of things. The environmental impact on the planet is just colossal and I don't think we as the human race realize what it is that we're doing, just for the sake of wearing a pair of jeans. In order to tackle the throwaway culture, brands and consumers need to change their behaviors. Industry pioneers are proving that there are viable business opportunities in selling less, others need to follow suit.

Channel: The Economist

Views: 1,036,725

Keywords: The Economist, Economist, Economist Films, Economist Videos, Politics, News, short-documentary, fast fashion, fashion, fast fashion industry, fashion industry, say no to fast fashion, what is fast fashion, fast fashion problems, sustainable clothing, fast fashion documentary, fast fashion environmental impact, facts about fast fashion, sustainable fashion, environment, the economist, economist, economist films, economist videos, clothing, the true cost, true cost

Id: tLfNUD0-8ts

Length: 6min 51sec (411 seconds)

Published: Thu Nov 29 2018

Reddit Comments

[u/jwuuuzy]

Very eye opening. Please invest in quality over quantity people!

[u/spelunk8]

A local retailer, put me into the slow fashion movement years ago. I’ve been wearing some of the same clothes for around 7-8 years now and really only replaced items that I’ve patched more than once. Mind you I still have added 1-3 articles of clothing each year too. Cost is less of a factor since you end up stretching out the value.

On average I’ve had pants last 5 years, high end t-shirts I’m still wearing. Mid range t-shirt brands lasted about 5 years before fraying. My sport shirts I’ve had to re-sew buttons on a couple, but no rips or fraying yet. Moths got to some of my cotton and wool clothes. Wool Sweaters are expensive to reweave and cost almost as much as a new one for repairing some tiny holes. I don’t have the skill so holes are now my style with my favourite Henley.

Sneakers didn’t improve in longevity much with price, but dress shoes and boots seem to go about 3-5 years before a resole when worn 2-3 times a week. I’ve never replaced a coat or jacket for any reason other than style so I guess I bought well there.

Socks, I’ve lost more than I’ve needed to darn so can’t gauge there...
Wash raw denim and it will last, don’t and you’ll get a year, maybe two before blowing out the crotch.

Quality across the board seems to have changed since the 90’s though. I still have a purple arrow brand shirt that I’ve had for 30 years. I wear it once every 3 months. It could used tailoring to modernize it, but I bought it near the factory so it sentimental.

Hope there’s some useful information there... or maybe I’m just rambling...

[u/4548829]

Quite interesting watching despite the beat/hype theme.

[u/thep747]

May have already been shared on here, but if you’re interested in the impact of fashion check out Stacey Dooley: Fashion’s Dirty Secrets.

Shocked me, but definitely reinforced my ‘buy it for life’ view point.

[u/[deleted]]

Yeah, unfortunately people just want cheap styles. I like watching the old movies where you know the people had one fine shirt, one good pair of boots, etc.

[u/spelunk8]

Brand isn’t necessarily indicative of quality, materials and construction are what’s important. You’ll eventually find brads to fit your style.

I started local in Toronto. The retailer I spoke of is in the junction neighbourhood. He stocks mainly Canadian made goods. I started there and was buying Canadian made since he introduced me to the makers that supplied his goods.

Start with heritage brands and vintage items to keep costs down. It will give you an idea of what to look for. Also get to know a tailor that repairs clothes. They’ll let you know whether or not an item is good.

As for recommendations, I started with a few pieces from 18 waits, naked & famous, reigning champ and outclass.

[u/shaktimann13]

Make this video trend please l

[u/[deleted]]

i dont think the price matters at all. it is how long you wear the item. patagonia tries to sell us on that their stuff will be worn longer because its more expensive, which supposedly translates into higher quality and people wanting to repair their stuff. but their stuff is so trendy while not being particularly good looking, that i dont think its the case. their customers will be richer but will be the first to throw them away when the next trend comes along. the clothing repair center is a nice concept, but that's something any tailor will do as well and they have been there since eternity, so that 'idea' is hardly new.

[u/sphericalhorse]

What they're not saying in this video is most returns end up in the trash too. I used to think when I returned something to Amazon, someone unpacks my return, and repacks it so it could be sold again. Nope. Most things just get thrown away. Same with stores like Macys, Nordstrom, and probably most mall fashion brands. All those times you changed your mind at sent something back, it probably ended up in a landfill.