Know the problem, ignore the solution: why fast fashion never changes

The fashion industry is a major contributor to global pollution. The fast fashion phenomenon, currently worth more than €130 billion, centers on denim, one of the most harmful materials for the environment and human health.

We've already discussed in previous articles the devastating impact of producing a single pair of jeans: up to 4,000 liters of water and 33.4 kg of CO2 emissions, plus dyes and chemicals that, in addition to consuming additional water, end up contaminating rivers and seas. The chemicals used are harmful not only to the environment, but also to those who work in the industry and the people who wear these garments. And it doesn't end there: these €29.99 jeans then end up in textile waste heaps, waste that, instead of being recycled, contributes to veritable mountains of waste.

* Statista data

Source: The Green Dress

In this scenario, it's clear that denim production not only causes massive pollution but also poses a real threat to human health. But the question arises: if everyone is aware of these harmful practices, if they know that many of them are banned, why do they continue to be adopted so unabated?

The answer to this question lies primarily in the push for faster production in fast fashion, which responds to a consumerist mentality that has prevailed in recent decades. Modern society has shaped the belief that owning a large quantity of clothing is a sign of well-being, that clothes should be purchased cheaply and then thrown away, worn perhaps once or twice at most. The fast fashion system, responding to this need, accelerates production at an alarming rate, leading to a relentless race to produce more garments at ever-decreasing costs.

And let's not forget that these garments are made in countries where environmental and social regulations are a pipe dream. Transparency in such a system is virtually nonexistent, while textile supply chains are so complex and fragmented that it's difficult for companies to monitor and ensure compliance with regulations at every stage of the production process. And if the regulations concern not only the environment but also worker protection, the situation becomes even more dire: those who work in these factories have long been forced to live and work in inhumane conditions, risking their lives daily.

And now, faced with this reality, a fundamental question arises: why do consumers, companies and governments, now perfectly aware of what is happening, not take responsibility for promoting more ethical and sustainable practices?

Perhaps consumers feel distant from this reality? Perhaps they don't think this issue directly affects them? The truth, however, is that the fashion system affects us every day of our lives, even if we try to ignore it. Every purchase, every item we choose, every trend we follow feeds this vicious cycle. We must realize that fashion isn't a superficial game, but an integral part of our existence. And if even just one person decided to forgo a purchase from their favorite fast fashion store, the difference would be significant. We would realize, perhaps with some surprise, that we really don't need so many 100% polyester clothes.

Companies, for their part, are well aware that implementing sustainable practices is an undertaking that requires time, resources, and money. Yet, what they fail to understand is that this change is not impossible. Solutions, support, and guidance exist to accompany them along this journey. And, above all, it is urgent for companies to take this step, because we have now reached a point of no return.

But what are governments, those with the power to change things, doing? It's clear they could do much more, but they limit themselves to expressing awareness of the problem without ever taking concrete action. Of course, each country has its own peculiarities, its own economic, political, and cultural challenges, but ultimately the answer is the same: much is said, but little is done. The European Union, for example, is trying to develop strategies geared towards a circular economy, transparency, and traceability, but the process is extremely slow. And while the discussions continue, the planet and workers are collapsing.

Perhaps the reason the problem has been addressed so late is that fashion has never been taken seriously, especially in our country, where we boast about the significant contribution the fashion industry makes to GDP and where, with a certain complacency, we complain about the difficulties during fashion week in getting around Milan.

But the time has come for change; fashion is one of the key levers on which our future depends. If we don't start changing, if we don't decide to adopt more ethical and sustainable practices, we risk paying too high a price.