Fast Fashion vs. Sustainable Brands

Updated: Feb 12, 2020


Mass-production of cheap, disposable clothing.

Finding high quality, cheap garments is a struggle and that's because garment quality is declining every year. As a result, our clothes immediately look faded, shapeless, or worn out and you find the need to visit your nearest high street fashion store to restock your wardrobe or get some new summer gear when really, cheap prices tend to come with poor quality, and thus forcing us to buy more when the material degrades. Trends are also changing so quickly that we cannot keep up and must continue to purchase just to stay up to date. The main focus for the senior team behind this whole process is the cha-ching noise each time the till rings for a purchase.

When little to no research is done about how the fabrics from clothing items is sourced, textile clothing that ends up in landfills can cause environmental damage by leaching the chemicals from the clothing dye into the ground.

Many fast fashion brands source their clothing materials from China, a country where the textiles sector plays a massive role in the economy. But China is also a country where many of the textiles mills have been found to leak toxic waste into rivers, polluting water for up to 400 metres in rivers that run by the dye factories¹.



With this knowledge in mind, more and more fashion brands are taking into account the environmental and social impact of their production which is a hugely positive change.

Whilst it is easier and cheaper to go to the closest high street store to refill your wardrobe, contributing to the fast fashion industry will only contribute more to the detriment of the environmental impact that these brands have. But the more we demand sustainable clothing, the more will be available - just like organic food was difficult to find 15 years ago. Today, it is available in most supermarkets.

Sustainable brands will not necessarily cost more than some brand-name clothing, for which we sometimes pay high prices for the image, but rarely for the quality or the sustainability.

We are conscious of the effort that is currently being undertaken by many people across the globe to contribute positively to the environment and are sure to bring you high quality products sourced only from manufacturing facilities that undergo an extensive application process where their manufacturing facilities, working environments, and workers’ rights are inspected and approved by the WRAP association.

WRAP (Worldwide Responsible Accredited Production) is a globally recognised, independent third party certifying body whose mission is to promote ethical, humane, and lawful conditions and practices in all manufacturing facilities. All of which are important to the environment and also having a more positive effect than clothes produced for the fast fashion brands that you come across day-to-day.

Shop smart and save the planet.




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