Fast and Deadly

 

                                                   (image: youtube.com)

Mangukay na sab ta kay mga branded!!

There was a time when purchasing clothes wasn't particularly practical, as ready-to-wear options were only available in cities. However, with the rise of thrift shops and pre-loved items, it has become so convenient that discarding clothes we no longer need has become commonplace.

We were thrilled when companies like Kulafu and local stores gifted us shirts, which we proudly wore even to school!

Then came the ukay-ukay phenomenon. Have you ever wondered why even "branded" clothes like Uniqlo, H&M, and Gap often end up in thrift shops? These items, originally priced at a thousand pesos or more in malls, can now be purchased for as cheap as Php 75.

This is due to the marketing strategy known as FAST FASHION.

Fast fashion is a business model in the clothing industry that focuses on the rapid production of low-cost, trendy apparel to meet consumer demand for ever-changing styles (Bhardwaj & Fairhurst, 2010).

This business model has led to increased consumption and significant environmental concerns. The fashion industry is responsible for approximately 10% of global carbon emissions and is a major contributor to water pollution (Earth.Org, 2024).

 Additionally, the proliferation of fast fashion has resulted in substantial textile waste, with discarded garments accumulating in landfills worldwide (Financial Times, 2024). Despite growing awareness of these issues, consumer demand for fast fashion remains high, driven by the desire for new styles and the influence of social media (New York Post, 2024).

There is a pressing need to educate consumers and promote information literacy about these issues, as the fashion industry leverages the addictive appeal of fast fashion to drive increased demand for its products.

The fast fashion industry faces significant social issues, including labor exploitation, environmental degradation, cultural appropriation, animal cruelty, and a lack of transparency. Brands like SHEIN has been criticized for using cheap labor in developing countries, where workers endure poor conditions and low wages.

Environmental concerns arise from the industry's overproduction and waste, with companies like H&M and Primark contributing to pollution and textile waste. Cultural appropriation has also been a problem, as seen with Urban Outfitters and Forever 21, who have been accused of profiting from cultural symbols without respect.

The pressure to deliver new styles quickly, at affordable prices, has led brands to exploit cheap labor in developing countries, where labor laws are often weak or poorly enforced (Bick, Halsey, & Ekenga, 2018).

Consumers must be aware and encouraged for sustainable purchasing habits that can drive demand for ethically produced clothing. This could involve supporting brands that prioritize fair labor practices, use sustainable materials, and ensure transparency in their supply chains (Niinimäki et al., 2020).

As fast fashion encourages rapid turnover of inexpensive clothing, consumers often dispose of garments at a faster rate, either by donating them or discarding them. This results in an increase in the volume of secondhand clothing available at thrift shops.

People often fall prey to fast fashion due to a combination of psychological factors, including social influence, instant gratification, and a desire for status.

As we welcome the new year, it is time for us to visit our closets and ask: Aren’t these enough?