Cosa si intende per fast fashion

La fast fashion e’ un business che offre (la percezione di) vestiti alla moda per prezzi contenuti, contribuendo ad un aumento vertiginoso nell’industria tessile.

In this case, la parola “fast” non serve solo per descrivere il consumo del singolo capo vestiario, ma anche la velocità con cui i commercianti riescono a trasportare la moda dalle sfilate alle vetrine.

Globalmente vengono acquistati 80 miliardi di vestiti al giorno, mainly produced in China and Bangladesh and purchased mainly in America.

What causes fast fashion

This industry provides jobs at least 40 millions of people around the world, of which the 90% it is found in low-middle-income countries per capita, which are massively exploited to keep the production of clothes cheap. The textile industry is second in the world for pollution produced and among the first for energy consumption and natural resources.

Most of the clothes made with cotton (one of the plants that requires the most water and pesticides to grow- Niinimäki et al. 2020 ) or polyester (petroleum derivative). The dyes used during production are often left to drain into local waters without treatment, dispersing heavy metals and harmful toxins for the fauna and the local population.

Fast fashion clothes often have an extremely short lifespan, quickly becoming waste, being disposed of as solid waste and accumulating in landfills. You get to 17 millions of kg per year in America alone.

What can the citizen do to limit it

The easiest and most effective method that a citizen can adopt to reduce their impact in the fast-fashion sector, and select resistant clothing and products from reliable sustainable brands. Even if the prices are higher, the duration of the item of clothing will mitigate the initial investment.

Choose clothes produced using sustainable fibers, ossia a basso impatto per l’ambiente e non prodotte tramite lo sfruttamento di persone. For example, la fibra di bambù e canapa necessita di meno acqua e pesticidi rispetto al cotone.

Un altro metodo può essere scegliere abiti prodotti usando fibre riciclate, messi in vendita da numerosi marchi fast-fashion.

Informarsi sui siti dei negozi (o in loco) riguardo le politiche dell’azienda. Per fare ciò, molto spesso é sufficiente digitare su google il nome del marchio seguito da “sostenibile” o “ecosostenibile”. This allows you to choose the best brands and decide which clothes to buy in the store.

Sorting hundreds of tons of clothes in an abandoned factory for a social mission called “Clothing the Loop”. Photo by Francois Le Nguyen on Unsplash

Articolo di Marika Roma


Bhadwaj, V., & Fairhurst, A. (2010). Fast fashion: response to changes in the fashion industry. The international review of retail, distribution and consumer research, 20(1), 165-173.

Bick, R., Halsey, E., & Ekenga, C. C. (2018). The global environmental injustice of fast fashion. Environmental Health, 17(1), 92.

Cook, S. C., & Yurchisin, J. (2017). Fast fashion environments: consumer’s heaven or retailer’s nightmare?. International Journal of Retail & Distribution Management.

Niinimäki, K., Peters, G., Dahlbo, H., Perry, P., Rissanen, T., & Wilt, A. (2020). The environmental price of fast fashion. Nature Reviews Earth & Environment, 1(4), 189-200.

Remy, N., player, E., & Swartz, S. (2016). Style that’s sustainable: A new fast-fashion formula. McKinsey & Company, 1-6.