The Weekend Read✨Fast Fashion Part 2: The Fallout We Can’t Ignore

Welcome back

In last week’s edition, we uncovered the rise of fast fashion — from made-to-order tailoring in the early 1900s to today's hyper-speed drops of 6,000+ new items a day. We named names, dug into how we got here, and explored why this constant churn of trend-led clothing has become a modern-day shopping habit that’s hard to break.

Today, we’re turning the spotlight on the real cost of all that choice. The environmental damage, the financial drain and the impact on human lives. And because we don’t believe in doom without direction — we’re also showcasing who’s trying to do things differently.

It’s a lot to take in. But the goal isn’t to guilt anyone — it’s to wake us all up. Because fast fashion is a problem that belongs to all of us — and changing it starts with small, thoughtful steps.

The Environmental Fallout: Where Do Our Clothes End Up?

Let’s start with a fact that feels impossible:

The fashion industry is responsible for 8-10% of global carbon emissions - that’s more than international flights and maritime shipping combined.

In the UK alone we send 300,000 tonnes of clothing to landfill every year. That’s around £140 million worth of wearable clothing, binned. Globally, we now produce over 100 billion garments per year — yet many are worn fewer than five times.

Most fast fashion pieces are made from synthetic fibres like polyester, which is derived from fossil fuels. These fabrics are not biodegradable — they can take up to 200 years to break down in landfill, releasing microplastics into waterways in the process.

To put fast fashion’s environmental impact in perspective, producing a single cotton T-shirt takes 2,700 litres of water — the amount one person drinks in 2.5 years. Textile dyeing is the second-largest water polluter globally - over 20% of industrial water pollution comes from textile treatment and dyeing.

And what about the clothes we donate, thinking we’re doing the right thing?

What Really Happens When We Donate Our Clothes?

When you donate to a charity shop, only about 10-30% of those clothes are sold in-store. The rest? They are either shipped to textile recyclers, sold in bulk to countries in the Global South (like Ghana, Kenya, and Chile), where they often flood local markets. Or worse — end up in landfill abroad, creating environmental nightmares thousands of miles away.

In Accra, Ghana, 15 million second-hand garments arrive each week. Roughly 40% are waste. These unsold clothes clog rivers, line beaches, and suffocate ecosystems — often from brands we know and wear.

We might think we’re "giving something a second life", but often, we’re just exporting our waste.

Who’s Supporting Fast Fashion the Most?

Surveys show that younger generations — particularly 18–30-year-olds — are the biggest supporters of fast fashion. That’s not surprising, considering:

It’s budget-friendly.

It feeds into social media-driven style cycles.

It feels instantly rewarding.

But it’s also creating a cycle of overconsumption and dissatisfaction. Many younger consumers report regret after impulse purchases, yet still go back for more. It’s addictive — and it’s by design.

The Economics Behind It All

Globally, fast fashion relies on exploitation to sustain itself. In 2023, a report by the Clean Clothes Campaign revealed 93% of garment workers don’t earn a living wage - some work 16-hour days with limited breaks. In Bangladesh alone, over 4 million workers — mostly women — power this £2.5 trillion industry

Let’s break down the business model that makes fast fashion possible. Shein can produce a garment for as little as 50p and that item then retails for £6–£12, creating huge profit margins. Workers, often in countries like China, Bangladesh, or Pakistan, are paid pennies per hour, with some factories operating under illegal or unsafe conditions.

Greenwashing: Are Brands Doing Enough?

Many fast fashion giants are saying the right things. “Sustainable lines”, “conscious collections”, “eco edits”… but how much of it is real?

Often, it’s what we call greenwashing: marketing something as environmentally friendly when the reality is minimal or unverified change.

The truth is, these "sustainable" collections make up a tiny fraction of their total output. And when a company is still releasing thousands of new styles a week, no amount of recycled polyester will offset that impact.

While some brands are shifting toward circularity, most fast fashion companies still prioritise speed and volume. Regulatory measures are still limited. And consumers — often unknowingly — keep feeding the beast.

Until supply chains are legally required to disclose wages, emissions, and production volumes, the status quo remains. That said, the EU is planning legislation that would force brands to take responsibility for the entire life cycle of their products. The UK, however, is lagging behind. Some countries are getting it right though:

Sweden: Offers tax breaks for clothing repairs and has state-funded repair cafés.

The Netherlands: Mandatory sustainability reporting and circular fashion design incentives.

Japan: High-tech recycling facilities, garment take-back schemes in most malls, and a strong resale culture.

The Rise of The Ethical Alternatives

While many mainstream brands engage in greenwashing (offering 'sustainable' lines that make up less than 5% of inventory), a handful of UK brands are doing things differently.

People Tree

A true pioneer in sustainable fashion, they use organic cotton, natural dyes, and work with fair trade artisans around the world using certified supply chains.

Thought Clothing

Focused on timeless, high-quality pieces made from natural, sustainable fabrics like bamboo, hemp and Tencel, their packaging is fully compostable.

Rapanui

Based on the Isle of Wight, they offer fully traceable, circular fashion — every item can be sent back and remade.

Lucy & Yak

Fun, bright, inclusive sizing and ethically made in factories with good working conditions, they are transparent about wages and production.

The Unfolded

Every item of clothing is designed with help from the 8000+ members of The Unfolded community. Their clothes are made to order after payment ensuring no waste is created.

Community Clothing

Founded by tailor Patrick Grant of BBC’s Sewing Bee, they aim to restore UK garment manufacturing with well-paid jobs and year-round employment.

Marks & Spencer’s Another Life Scheme

Bring in an unwanted item of clothing (from any brand) and receive a Sparks Card reward or a voucher towards your next purchase.

Are these brands perfect? No. But they’re actively trying to shift the industry, not just slap a green sticker on the same old system.

Secondhand Isn’t Second Best

Preloved platforms have exploded in popularity due to people's fast fashion shopping habits. Buying and having more clothes means wearing them less often. By selling these less worn (often mistake buys) gives each item a second life.

Vinted: Offers free listings, no seller fees and a slick user experience. Especially popular with women under 40.

eBay: A giant in resale, they now offer certified refurbished and authentication for designer goods.

Depop: Where Gen Z meets vintage. This website is trend-driven and is increasingly used for side hustles.

Vestiaire Collective: The go-to for authenticated luxury resale.

Sales of secondhand fashion are expected to outpace fast fashion growth by 2029 — a hopeful sign. But be wary - overconsuming secondhand is still overconsumption. Buy what you love and what you'll wear.

What Happens If We Do Nothing?

If fast fashion continues unchecked, we’re heading towards a future that’s not just wasteful — it’s catastrophic.

By 2030, global clothing consumption is expected to increase by 63%. That’s equivalent to an additional 500 billion T-shirts.

The fashion industry will consume 26% of the world’s carbon budget by 2050 if current trends continue. And yet, over 85% of textiles still end up in landfill or incinerated. Landfills will double in number and marine biodiversity will decline due to microplastics.

On a human level, it perpetuates inequality, keeping workers in unsafe conditions with no fair pay.

So….What Can We Actually Do?

You don’t have to boycott the high street overnight. But here are a few small ways to make a big impact:

Buy less, choose well: Only buy what you love, and what fits your style and body.

Re-wear, re-style: Make the most of what you already own - that’s where knowing your colours and style really pays off.

Shop secondhand first: Try Vinted, charity shops and vintage fairs.

Repair and care: Sew on that button, re-dye those faded jeans.

Support brands doing better: Seek out quality and transparency.

And if something doesn’t spark joy — pass it on mindfully.

If more of us shift our behaviour, demand for ethical brands will rise, fast fashion profits will shrink and politicians will have to acknowledge public pressure. You don’t have to be perfect — just intentional.

Final Thoughts: The Power of One

You might be thinking 'What difference can I make?' But movements don’t start with institutions. They start with individuals, with small acts of resistance against throwaway culture.

Every conscious purchase is a vote for a different kind of fashion industry. One that values people, one that protects the planet and one that helps us look — and feel — our best, without costing the earth.

So this weekend, take a moment before you click that buy button. Ask yourself:

Do I really love it?

Will I wear it more than 25 times?

Is it worth it?

That pause is powerful. And that’s where change begins.

Enjoy your weekend! Next week, The Weekend Read is all about Creating Your Make-up Foundation Wardrobe. Look out for that next Saturday!

Best wishes,

Jenny & Judi x

Jenny Goldsmith

Celebrator of Individuality

Curator of Confidence

Tel: 07986 062460

e: jenny.goldsmith@houseofcolour.co.uk

w: www.houseofcolour.co.uk/jennygoldsmith

Client code: GOLDSMIT for 30% of all webshop prices

Webshop: shop.houseofcolour.co.uk/shop