Fast Fashion May Be Cheap, but Who Really Pays the Price?

A few years ago, I explored the idea of starting a second-hand clothing brand. During my research, I discovered the benefits of wearing secondhand clothing. That’s also when I first came across the term fast fashion.

Fast fashion is cheap! Way cheaper than bespoke tailoring or sustainably made clothing. But have you ever stopped to ask why? Let’s talk about fast fashion. Why is it so cheap, and who is actually paying the true cost?

Ever wondered why there are countless bales of second-hand clothes everywhere? Or why so many of them end up in landfills?

What is Fast Fashion?

When you hear the term, do you picture a multi-billion-dollar industry? Because that’s exactly what it is!

The global fast fashion market is valued at over $100 billion and thrives on the demand for affordable and trendy clothing.

At its core, fast fashion is all about the quick production of low-cost clothing. These clothes are designed to replicate the latest styles from runways and social media.

While that might sound exciting, it’s important to know that the production of clothing isn’t cheap. Producing a single garment takes a lot of resources, labour and time. So, if we’re not the ones covering that cost, then who is?

The True Cost of Fast Fashion

1. The Workers

To keep prices low, fast fashion brands often rely on cheap labour from developing countries. These workers often endure unsafe conditions, long hours, and extremely low wages.

Some earn less than $2 a day, and in some cases, may involve child labour. This raises serious ethical concerns about the human cost of cheap fashion.

2. The Environment

The fast fashion industry is one of the world’s largest polluters. It accounts for 5–10% of global greenhouse gas emissions.

Take polyester, for example. It’s everywhere in fast fashion. From stretchy dresses, gym wear, crop tops, and cheap denim. It's the go-to fibre for brands trying to make clothes that are trendy, wrinkle-resistant, and dirt cheap.

But producing polyester requires a ton of energy, water, and chemicals. That process releases toxins like CO2 and, over time, methane, a powerful greenhouse gas. Additionally, polyester isn’t biodegradable. Every wash releases microplastic particles into our oceans and landfills.

3. The Consumer

Fast fashion promotes a “wear-and-toss” culture that conditions consumers to see clothes as disposable. This mindset drives overconsumption as shoppers are constantly buying clothes, often due to pressure to keep up with trends or constant sales. 

While brands profit, consumers are left with closets full of low-quality items that wear out quickly, lose shape, or go out of style fast.

Over time, this cycle of replacing cheap clothes again and again adds up, turning a personal shopping habit into a global waste problem.

This brings us to an important question: what can we do differently?

What Can We Do?

Addressing the problem of fast fashion starts with making conscious choices. As consumers, we can:

• Support ethical brands: Choose brands that prioritise sustainability and fair labour practices.
• Buy less but better: Invest in high-quality pieces that last longer instead of following every trend.
• Embrace second-hand shopping: Thrift stores and second-hand clothing platforms are great for finding great gems, and they reduce demand for new clothes.