In the age of speed and unbridled consumption, the fashion industry has undergone a radical transformation, embodied in the so-called fast fashion. This form of production, capable of bringing clothing to market at a low cost and in a very short time, responds to an incessant need for novelty. However, beneath the surface of this phenomenon lies an alarming reality: the environmental cost of fast fashion is incalculable, and its exponential growth represents one of the most serious threats to the planet.
The fashion industry, traditionally associated with aesthetics and individual expression, is today responsible for an unsustainable production model, based on hyper-consumption, waste and the depletion of natural resources.
This trend not only affects our relationship with material goods, but has devastating effects on the global ecosystem, generating an environmental impact of epochal proportions.
Intensive use of natural resources:
Fast fashion is based on an unbridled consumption of natural resources, with significant environmental consequences. The production of fabrics, even those labeled as "sustainable", is resource-intensive and generates chemical waste. For example, the process of converting cellulose into textile fibers requires the use of toxic chemicals, such as carbon disulfide and sodium hydroxide, which can contaminate the water and soil surrounding factories.
Deforestation is another critical issue: to obtain the raw material needed for these fabrics, over 150 million trees are cut down every year. This phenomenon contributes to the loss of biodiversity, soil erosion and the reduction of forest carbon reserves, exacerbating the climate crisis.
The textile industry is also a major consumer of non-renewable resources. Synthetic materials, derived from petroleum, are particularly problematic. The production of synthetic fibers requires enormous amounts of energy and water, resulting in greenhouse gas emissions. In addition, the production of these fibers releases microplastics into waterways, which are difficult to filter and cause damage to aquatic ecosystems.
Globally, the textile industry is responsible for approximately 10% of total greenhouse gas emissions, producing approximately 1.2 billion tonnes of CO2 per year. This exceeds the combined emissions of international aviation and shipping, making the textile industry a major contributor to climate change.
Our brand, while using materials that are not explicitly labeled as sustainable, is committed to selecting them carefully, prioritizing their localization and minimizing the environmental impact. However, we must recognize that at the moment there are no alternatives that can fully combine sustainability and accessible costs. We continue to look for innovative solutions that allow us to reduce the environmental impact without compromising the quality and accessibility of our products.
Microplastics and the invisible pollution
Among the most subtle and insidious consequences of fast fashion is pollution from microplastics, small particles that are released from synthetic fibers every time a garment is washed. Microplastics, invisible to the naked eye, infiltrate water systems and end up contaminating the oceans. According to a report by the International Union for Conservation of Nature (IUCN), approximately 35% of microplastics present in the oceans come from washing synthetic garments.
This type of pollution, although invisible, has devastating consequences on the marine ecosystem. Microplastics are ingested by fish and other marine organisms, moving up the food chain to humans. The implications of this phenomenon do not only concern the environment, but also raise disturbing questions on the public health front.
Textile waste: the weight of the superfluous
Another crucial aspect of the environmental impact of fast fashion is the enormous amount of textile waste it generates. The rapid obsolescence of garments, often the result of intentionally low quality to reduce production costs, leads to an extremely short life cycle of garments. It is estimated that, globally, the average consumer buys 60% more garments than 15 years ago, but that each garment is worn for a significantly shorter period of time. This dynamic fuels a vicious cycle of production and disposal that weighs unsustainably on the environmental system.
According to the Ellen MacArthur Foundation, approximately 92 million tons of textile waste are thrown away each year, a staggering figure that represents one of the most obvious forms of waste of our time. Even more alarming is the fact that less than 1% of these materials are recycled to produce new garments, a figure that highlights the inefficiency of the current recovery and recycling system.
Much of this waste ends up in landfills or, in many cases, is exported to developing countries, where it overloads local infrastructure and creates further environmental and social problems. The export of used clothes, far from being a sustainable solution, often transfers the environmental problem from one part of the world to another, without addressing its structural causes.
Hyperproduction and the Cult of Consumption
The main driver of this system is hyperproduction. Big fast fashion companies release billions of items of clothing per year, incentivizing consumers to constantly renew their wardrobes. Some brands launch up to 52 micro-seasons of fashion per year, creating constant pressure to buy new products. This unsustainable pace of production and consumption not only depletes natural resources, but also fuels a culture of the superfluous that has devastating environmental and social consequences.
The ridiculously low price of these garments, presented as a benefit for the consumer, actually hides an economic model based on the exploitation of resources and labor. The poor quality of the garments produced makes them destined to last a short time, fueling a spiral of compulsive purchasing that perpetuates the cycle of waste.
The need for radical change
Faced with this alarming scenario, it becomes imperative to rethink our relationship with fashion and adopt solutions that can mitigate the environmental impact of fast fashion.
Our company represents an alternative that looks to the future with responsibility and awareness. We radically distance ourselves from the logic of mass production and ephemeral fashions, promoting a concept of fashion based on sustainability, quality and transparency.
We believe in celebrating Made in Italy craftsmanship, respect for natural resources and for those who work them, each of our garments is the result of an ethical supply chain, made with selected materials to minimize environmental impact and guarantee durability over time.
For this reason, we have chosen not to be a seasonal brand, avoiding the incessant cycle of new collections dictated by current trends. Our garments, on the contrary, are designed to last over time, both for the quality of the materials and for their essential and timeless design. Each collection is created with the aim of overcoming seasonal impositions and trends, offering versatile and long-lasting garments, which can accompany the wearer for years, without ever losing their aesthetic or functional value.
Our vision is clear: to create clothes that have a meaning, that are not just an impulse purchase but a conscious investment towards a better future. We are committed to building an authentic relationship with our customers, offering them clothes that reflect the values of a fairer, more sustainable and less consumerist world. For us, fashion is an act of care: for people, for the planet and for generations to come.
Sources:
• Greenpeace. (n.d.). Detox Campaign. Retrieved from https://www.greenpeace.org/
• World Wildlife Fund (WWF). (n.d.). Sustainable Fashion. Retrieved from https://www.worldwildlife.org/
• Journal of Cleaner Production. (n.d.). Sustainability in the Fashion Industry. Retrieved from https://www.journals.elsevier.com/journal-of-cleaner-production
• Environmental Science & Technology. (n.d.). Environmental Impacts of Synthetic Textiles. Retrieved from https://pubs.acs.org/journal/esthag
• Ellen MacArthur Foundation. (n.d.). Circular Fashion. Retrieved from https://www.ellenmacarthurfoundation.org/
• Fashion Revolution. (n.d.). Fashion Transparency Index. Retrieved from https://www.fashionrevolution.org/
• Patagonia. (n.d.). Environmental & Social Responsibility. Retrieved from https://www.patagonia.com/
• Stella McCartney. (n.d.). Sustainable Practices. Retrieved from https://www.stellamccartney.com/
• Vogue Business. (n.d.). Sustainability in Fashion. Retrieved from https://www.voguebusiness.com/
• The Guardian. (n.d.). The Impact of Fast Fashion. Retrieved from https://www.theguardian.com/
• Textile Exchange. (n.d.). Sustainable Materials. Retrieved from https://textileexchange.org/
• Sustainable Apparel Coalition. (n.d.). Higg Index. Retrieved from https://apparelcoalition.org/
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