What is fast fashion?

Today everyone has access to adorn outfits like their beloved runway models or pick up trends from their favourite celebrities. Fashion trends are speeding up, and clothing prices are decreasing. You can afford to buy a dress that imitates the latest trends set up by the fashion giants, wear it a few times, and throw it away.

We live in a world where we can afford to do this, but at what cost?

There is a dark side to these stylish, trendy, and cheap fashion garments.

Fast fashion describes the mass production of cheap clothing to match the latest trends as quickly as possible. In an attempt to match the latest trends at a low price and in the shortest time possible, low-quality clothing is mass-produced at the expense of the environment and the workers.

The low prices of fast fashion garments entice buyers to buy in excess, wear it a few times, and discard it very soon. The use of unsustainable raw materials to meet low price requirements not only leads to an increase in the carbon footprint, but the mass production of such low-quality garments also adds to the waste on the planet.

What are the problems with fast fashion?

Increase in carbon footprint- inorganic and synthetic fibers release a large amount of CO2 during production.

Toxic raw materials - use of synthetic microfibers leads to non-biodegradable waste. 

Waste production - mass production and consumers buying unnecessary amounts lead to an increase in the waste produced on the planet.

Inhumane working conditions - to match low price requirements and roll out garments as soon as possible, cheap labour is hired in locations where working laws are easily comprisable.

Not long-lasting - fast fashion brands design low quality clothes which are worn by buyers a few times and thrown away.

What is the slow fashion movement?

Slow fashion is an ethical and sustainable approach to fashion production and consumption. It involves the production of clothing through environment-friendly or recycled raw materials. This holistic approach to fashion ensures environmental consciousness as well as sensitivity to the labour force.

With increasing consciousness among people about the effects of fast fashion on the environment and society, we are slowly but steadily moving into the era of the slow fashion movement. People are choosing to buy sustainable, organic, durable, and biodegradable clothing. Quality, longevity, and humane working conditions for labourers are at the heart of the slow fashion movement.

Why slow fashion?

Let's treat our life-bearing land of creation with the kindness it deserves. It is time we relinquish the toxins of anti-environmental activities and take responsibility. Fast fashion brands should not always be the answer. Look out for brands that prioritise sustainability or shop at thrift stores once in a while. They are easy on the environment as well as our pockets! So, it's a win-win, and you get to reuse clothes! You can check out our guide on thrift stores in India or read our blog on 'how to shop sustainably' to find some eco-aware shopping choices.

aastey is a size inclusive athleisure brand that wants to cater to the performance wear needs of all women while also taking care of the environment. Our products and packaging will be sustainable to the best of our ability. Athleisure clothing has characteristics that position it well to tackle the issue of fast fashion. It is all about sustainability and reusability. With athleisure, you can wear the same attire to the gym but also rock it fashionably outside the gym. People are moving towards comfort while also wanting to look fashionable, and with athleisure, there is less reason to dispose of it. 

Live sustainably and live aastey!