While fast fashion allows people to adopt trends at affordable prices, it has been criticized for its negative impact on the environment, working conditions, and consumer habits. In this article, we will explore the problems of fast fashion from various angles and consider solutions.
What is fast fashion?
Fast fashion is a style of clothing that quickly adopts the latest trends and produces and sells them in large quantities in a short period of time. Its characteristics include low prices, short production cycles, and easy access to the latest fashions .
The spread of fast fashion in Japan
Fast fashion has become widely accepted in Japan, with many brands entering the market. While consumers can enjoy trends at affordable prices, concerns are growing about its impact on the environment and society.
The history of fast fashion
The origins of fast fashion date back to the late 20th century. At the time, the fashion industry was dominated by high-priced, high-quality brands, and fast fashion emerged as a reaction to this. In the 1960s, American brands such as Zara and H&M emerged, gaining consumer support by selling trendy products at low prices. Later, in the 1980s, Japanese brands such as Uniqlo and GU entered the market, and fast fashion spread worldwide.
Environmental impact
CO2 emissions and energy consumption
Fast fashion employs a business model premised on mass production and mass consumption. As a result, it consumes enormous amounts of energy and emits CO2 throughout the entire process, from sourcing raw materials to manufacturing, transportation, sales, and disposal . In particular, the textile manufacturing process, which uses large amounts of energy during the production and dyeing of petroleum-derived synthetic fibers, places a heavy burden on the environment. Additionally, transporting large amounts of clothing also increases CO2 emissions from transportation methods such as airplanes and ships.
Water pollution
The fast fashion manufacturing process uses a large amount of water. The dyeing and processing processes in particular consume large amounts of water, and the wastewater causes water pollution. Dyes and chemicals remain in the water and can inhibit the growth of aquatic life and have adverse effects on human health. Furthermore, the consumption of large amounts of water is exacerbating the problems of water resource depletion and water shortages.
waste issues
Fast fashion trends change frequently, so consumers tend to frequently buy new clothes and throw away old ones. As a result, a large amount of clothing is discarded, putting pressure on landfills. Because clothing does not decompose naturally , it remains in the soil for a long time, causing environmental problems. In addition, some discarded clothing is burned, which releases harmful substances such as dioxins and causes air pollution .
Working environment issues
low wages
In order to keep prices low, fast fashion employs workers in producing countries at low wages. In particular, in developing countries, workers' wages are extremely low, resulting in a low standard of living. In addition, workers are often forced to work long hours to earn a living, sacrificing their health and time with their families.
long working hours
Fast fashion manufacturing processes involve mass production with short delivery times, forcing workers to work long hours. Workers cut down on breaks and sleep, increasing the risk of damaging their health. Long working hours also increase workers' mental stress and fatigue, which can lead to a decline in work motivation and an increase in employee turnover.
Unfair working conditions
Fast fashion production sites often lack safety measures, creating a high risk of workplace accidents. Furthermore, workers are often forced to work in poor working conditions, often suffering health problems and mental stress. Furthermore, in some cases, workers' rights are not protected, and there are restrictions on activities such as forming labor unions and striking.
Sustainable fashion initiatives
Initiatives to reduce environmental impact
In recent years, the fast fashion industry has been making efforts to reduce its environmental impact. Some brands are using recycled materials, transitioning to energy-saving manufacturing processes, and adopting environmentally friendly materials such as organic cotton . Various other initiatives are also being undertaken, including reducing waste, promoting recycling, and making efficient use of water resources.
The rise of ethical fashion
Ethical fashion refers to products that are ethically mindful of the environment and working conditions. Ethical fashion brands are working to reduce environmental impact, improve worker treatment, and increase transparency in their supply chains. Ethical fashion has been gaining attention in recent years as consumers have become increasingly concerned about environmental and social issues. 
Spread of sustainable consumption styles
A sustainable consumption style is consumption behavior that takes into consideration the impact on the environment and society. To promote a sustainable consumption style, it is important for consumers to review their own consumption behavior, invest in high-quality items that can be used for a long time, promote reuse, and choose products from ethical fashion brands and sustainable brands.
What we can do
Recycling
You can help reduce waste by taking your unwanted clothes to a thrift store. Many stores and brands offer recycling services. You can also give your old clothes new value by remaking or upcycling them.
Reassessing consumer behavior
By avoiding impulse buying and only buying what you need, you can reduce waste, which in turn reduces your environmental impact. You can also be a more responsible consumer by researching the materials, manufacturing process, and working conditions of your clothes before you buy them.
Choosing sustainable brands
Choosing ethical fashion brands and sustainable brands allows you to be a responsible consumer. These brands are committed to reducing their environmental impact and improving the treatment of workers, and offer products that consumers can buy with confidence.
Summary: The path to sustainable fashion
While fast fashion allows us to enjoy the latest trends at low prices, it also poses many challenges, including environmental and labor issues. It is important to understand these issues and reexamine our own consumption behavior. By choosing sustainable fashion, we can act in a way that is considerate of the environment and society.