SUSTAINABILITY IN THE FASHION INDUSTRY The demand from consumers for fast fashion retailers to regularly produce low-cost collections is significantly increasing due to many factors including: The constant exposure of emerging trends through social media, increased disposable income; a heightened fashion awareness and social and peer group pressure. (Shaw and Koumbis, 2017) However the demand for fast fashion is having a huge environmental impact. (Perry, 2018) Due to the increasing pressure to keep costs at a minimum and supply at a fast pace it means that corners are often cut within the supply chain, with fast-fashion brands often choosing to take an unsustainable approach. (Perry, 2018) The production of fast-fashion has consequences to the environment, including water pollution, the use of toxic chemicals and increasing levels of textile waste, as well as poor working conditions. This was particularly highlighted in the documentary ‘The True Cost’ which exposed how poorly treated and paid the people that produce clothes for large corporations like H&M, Primark and Zara are and how damaging the materials they sell can be to the environment and to our own skin. (The True Cost, 2015) Bright colours, prints and fabrics are created through the use of toxic chemicals. Textile dyeing is known to be one of the greatest polluters of clean water internationally. Polyester, the most commonly used fabric in fast fashion products, sheds microfibres when washed, adding to the rising amount of plastic in the oceans. (Perry, 2018) The Rhana Plaza disaster, which caused more than 1,100 deaths due to the building collapse, was instrumental in exposing the awful working conditions for the employees producing clothes for companies such as H&M, Primark and Zara. (Nittle, 2018)
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