With inspiration from fast fashion companies, ultra-fast fashion has emerged. It's basically like fast fashion, but even faster. Ultra-fast fashion brands take advantage of the new business models that have emerged in recent years, in the form of the great influence social media and influencers have on lifestyle and shopping behavior. Thanks to a faster supply chain and hundreds of small local subcontractors, ultra-fast fashion brands can produce a form of test collections. There are smaller batches of clothing that are produced in two days and shipped within 24 hours. If the products are successful, larger quantities are produced, but if they are not successful, the collections are thrown away or burned. Ultra-fast fashion chains can upload more than 10,000 new styles every day on their website.
Ultra-fast fashion is thus characterized by overproduction and clothing waste. It is about an insatiable hunger for profit without regard for those who work with production or for nature. About half of the clothes produced are made of so-called virgin plastic – a non-biodegradable substance that will release microfibers for a long time to come. These microfibers end up in waterways and are spread in the air, among other things.
What can I as a consumer do?
There are several ways for you as a consumer to contribute to a more sustainable consumption climate. First of all, it is important to be well-educated, then it is time to start acting. A good first step can be to review your clothing consumption - here are six tips on how to have a more sustainable wardrobe, as well as actively avoiding shopping from fast fashion and/or ultra-fast fashion companies.
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