Twenty years ago, most clothing brands released two main a year. Today, some companies new styles every week. This business model, known as fast fashion, has made clothes more affordable than ever — but at a significant cost to the planet.
The fashion industry is estimated to be responsible for around 8 to 10 percent of global , more than international flights and shipping combined. Producing a single cotton T-shirt can require around 2,700 litres of water, roughly what one person drinks in two and a half years. Meanwhile, cheap like polyester release tiny plastic every time they are washed, many of which end up in the ocean.
The problem is made worse by the way we consume. Many are worn only times before being thrown away, and the vast majority of discarded clothing ends up in or is burnt rather than recycled.
Nevertheless, attitudes are gradually shifting. Second-hand shopping apps have become hugely popular, particularly among young people, and some brands now offer repair services or take back old clothes. Experts argue that the most sustainable garment is the one already in your . Before buying something new, they suggest asking a simple question: will I wear this at least thirty times?