So-called "ultra-fast fashion" has won legions of young fans who
are able to snap up relatively cheap clothes online, but campaigners say the
trend masks darker environmental problems.
اضافة اعلان
Britain's Boohoo, China's SHEIN and
Hong Kong's Emmiol are the main players
in a sector that produces items and collections at breakneck speed and
rock-bottom prices.
Their internet-based business model provides fierce competition to
better-known "fast fashion" chains with physical stores, like
Sweden's H&M and Spain's Zara.
According to Bloomberg, SHEIN generated $16 billion in global sales last
year.
However, environmental pressure groups slam the "throwaway
clothing" phenomenon as grossly wasteful -- it takes 2,700 litres of water
to make one T-shirt that is swiftly binned.
"Many of these cheap clothes end up... on huge dump sites, burnt on
open fires, along riverbeds and washed out into the sea, with severe
consequences for people and the planet," Greenpeace says.
Nevertheless, with inflation across the globe soaring to the highest level
in decades, there is huge demand for low-price garments.
And after the coronavirus pandemic, high-street shops with big overhead
costs are struggling to compete.
- 'Quantity not
quality' -
With T-shirts costing just the equivalent of $4.80 and bikinis and dresses
selling for just under $10, for high-school students, such as 18-year-old Lola
from the French city of Nancy, ultra-fast fashion shopping appears to offer
unbeatable bargains.
Turning a blind eye to the environmental cost, she says brands such as SHEIN
allow her to follow the latest trends "without spending an astronomical
amount".
Lola says she normally places two or three orders per month on SHEIN with an
average combined value of 70 euros ($71) for about 10 items.
Ultra-fast fashion's young target demographic are looking for "quantity
rather than quality," says economics professor Valerie Guillard at
Paris-Dauphine University.
Much of the success of SHEIN, which was founded in late 2008, is
attributable to its massive presence on social media networks, such as TikTok,
Instagram and YouTube.
In so-called "haul" videos, customers unwrap SHEIN packages, try
on clothes and review them online.
On TikTok alone, there are 34.4 billion mentions of the hashtag #SHEIN and
six billion for #SHEINhaul.
The brands also extend their reach via low-cost partnerships with so-called
social-media influencers to build trust and increase sales.
Irish influencer Marleen Gallagher, 45, who works with SHEIN and other
firms, praised them for offering broader-size ranges.
"They are unrivalled when it comes to choices for plus-size
women," she told AFP.
- Carbon footprint
-
But not only does the industry have a reputation for devouring valuable
resources and damaging the environment, ultra-fast fashion companies have also
been plagued by scandals over allegedly poor working conditions in their
factories.
Swiss-based NGO Public Eye discovered in November 2022 that employees in
some SHEIN factories worked up to 75 hours per week, in contravention of
China's labour laws.
Britain's Boohoo similarly faced criticism following media reports that its
suppliers were underpaying workers in Pakistan.
The industry's carbon footprint is equally disastrous.
The French Agency for Ecological Transition estimates that fast fashion
accounts for two percent of global greenhouse emissions per year -- as much as
air transport and maritime traffic combined.
It comes as no surprise, then, that climate campaigner Greta Thunberg is
damning.
"The fashion industry is a huge contributor to the climate and
ecological emergency, not to mention its impact on the countless workers and
communities who are being exploited around the world in order for some to enjoy
fast fashion that many treat as disposables," Thunberg wrote last
year.
The authorities are also beginning to scrutinise the brands'
practices.
The British Competition and Markets Authority has opened a
"greenwashing" probe against Boohoo, Asos and George at Asda over
concerns that some of the environmental claims about their products are
misleading.
Charlotte, 14, says she has decided to stop ordering from SHEIN and
Emmiol.
"I was happy to have new clothes, but then I felt guilty," she
said.
Now "I look for them on Vinted", an online marketplace for buying
and selling new and secondhand items, the teenager said.
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