Overdressed: The truth about ‘fast fashion’

We all love a bargain but at what cost? If it means the wide-spread pollution of rivers and the illness of workers, would cheap clothing still be worth it? Well, it's time to consider those issues, because as it turns out, cheap clothing is an eco fashion nightmare. That's the verdict of the new book by author Elizabeth L. Cline called Overdressed: The Shockingly High Cost of Cheap Fashion. Elizabeth spent three years investigating what's now being dubbed the fast fashion trend. And what she uncovered will change your shopping habits. In the US, around 20 billion clothing items are bough each year, which works out at around 64 garments per person every year. And the recession has meant that cheaper fashion chains have thrived as people, rather than cut back on their clothes shopping, have simply bought cheaper clothes. Technology has also meant that as mass market labels such as H&M and Zara can produce clothing, faster and cheaper than ever before, releasing more goods with changing trends. But it's not just technology that has helped. The mass clothing manufacturers also rely on low-wage labour, often overseas.

Elizabeth started the book following her own experience of pondering the purchase of a $7 pair of shoes from Kmart. And it was a journey that would lead her to factories in China to learning sewing from Dominican seamstresses. And it’s a journey that has lead Elizabeth to believe that thanks to fast fashion, shoppers treat clothing, like food, as something disposable that we can throw away. But the environmental consequences are not quite as easy removed. So who's to blame for this shopping trend: us the consumers; or the producers? Elizabeth reckons it has much to do with Zara founder, Amancio Ortega Gaona, who streamlined communication in his company to such a level than, today, that within two weeks, Zara can have a product designed and on the shop floor. How's that for fast fashion. Some might argue, so what; shopping is fun and there's charity shops to use our cast-offs. Not according to Elizabeth. She reckons that the reported clothing deficit is a myth and, in fact, it's been years since charity shops have been able to shift all of our used clothing. Instead both of these work as excuses for people, helping us to justify our shopping addiction. So if you think that those bi-annual charity bags are your contribution to eco fashion, then think again.

So, how do we change our fast fashion habits? According to Elizabeth the answer lies, literally, in our hands. By making our own clothes, Elizabeth believes we could cut down on the environmental costs of fashion. And it's not just a dream. There are plenty of people who successfully make their own clothes. Some retailers have taken steps to address the problem too. H&M, for example, have produced their a Conscious Collection, which uses some recycled materials in items. However, the fashion industry still has a long way to go. So the next time you are tempted to pick up a bargain, think about the cost to our planet as well as the cost to your wallet.

This blog post was written on behalf of The Splash, an online magazine that focuses on all things eco-friendly and fun! If you’re interested in ethical fashion, you might like our “wear and care” section on the site.