ARTS
“Sell ‘not just clothes but a lifestyle’.” BIBA
Despite the evidence that producing cheap, mass-produced clothing was not economically viable, once the public had a taste of cheap clothing, there became a demand for more. The key reason for this lack of profitability was the quality, so it had to give. From here, a multitude of fast fashion brands were born, and began to make trendy, practically disposable clothes, with the cheap quality of the clothing hidden behind the glamour of the influencers and celebrities paid to advertise it. Additionally, to ensure production remained cheap, many companies began outsourcing production to other countries with more relaxed regulations surrounding child labour and minimum wage where clothing can be mass-produced quickly, in harsh conditions, for little money. For example, in 2013, cracks began to form in an eight-story factory in Bangladesh called The Rana Plaza. Upon noticing these cracks, many workers began fearing their safety, yet were told that if they refused to work in the building then their months’ wages would be docked. As a result, they had little choice but to continue working in this unsafe environment, until eventually the building collapsed injuring 2,500 and killing 1,134 workers. In response, the factory bosses stated the workers were not to blame as they are grossly underpaid by the large brands who hired them and refused to maintain the building, however the big brands counter-argued that it was not their responsibility to look after the factory conditions but placed the blame on the consumers unwillingness to pay more for products, consequentially meaning they had less to spend on the factory. The overall
consumer response indicated the government was to blame; they condemn child labour and modern-day slavery yet have simply turned a blind eye to the practises of these fast fashion companies as it boosts the economy. In these situations, it is evidently very difficult to pinpoint a clear culprit responsible, as it is not just one group’s fault, but a combined responsibility needs to be taken upon all of us. This blame-game is what allows fast fashion to continue to exist as if no one can decide who is at fault, no one faces repercussion, and nothing is solved. So, what can we do? Firstly, I believe educating people about the detrimental effects of fast fashion is crucial in the hope that more people will stop buying, or at least reduce their consumption from these unethical brands. There are many alternatives, such as buying second hand, attempting to repair our own clothes and upcycle old ones, or research and buy from the more ethical stores available. However, money remains a central problem, particularly for those who cannot afford the luxury of choosing more expensive sustainable options. In summary, we can make a positive change, but this cannot be done alone. We need more affordable sustainable brands. We need our government to introduce sustainability taxes against fast fashion companies, forcing them to improve their quality and in turn, improve payment to factories. We need factories to take responsibility for worker welfare, and to set all these initiatives in motion we need to pressure the government to change. These changes are like dominos and we, as the consumers, need to be that very first push to initiate the action.
27
Made with FlippingBook - Online Brochure Maker