Out of all the clothing in the US, about 15% of it is recycled. Meanwhile, 85% of these textiles end up in landfills and our environment. Some of the main factors responsible for this development are the fast-fashion industry and short-lived social media trends.
The 150.82 billion dollar fast fashion market has been supported by trend-following consumers of companies such as Zara or Shein, who are currently the leading producers. With constant updates, they keep their customers latched on, therefore expanding the industry.
Shein adds about 2,000 to 10,000 new items of clothing on their website every day in order to stay on top of trends and demands from consumers. This number does not include the home decor, makeup and various other household items they sell as well. This is where the term “overconsumerism” is introduced.
“As you make something more accessible and it becomes more mass produced, and the economies of scale make it cheaper, you now need to manufacture demand for that product,” Elizabeth Henderson, a GBHS AP Biology teacher, said. “That’s where we get back to that ubiquitous pressure to consume more.”
Shein’s overall revenue in 2024 grossed $38.1 billion. If, for example, most of these items were shirts, and an average shirt sells for $8 on their website, this would be equivalent to 4.76 billion shirts sold per year, which would produce 43 trillion kilograms of carbon dioxide annually. This would significantly heat the atmosphere, causing extreme weather conditions and rising sea levels.
The quality of these articles of clothing also impacts other factors of day-to-day life, such as water quality and, therefore, agriculture. Outside of our sight, larger ecosystems are also feeling an impact.
“Don’t get human and social issues separate from the environmental issues. They’re all conflated together, and it’s all really bad news,” Henderson said. “Ships, bringing your clothes three-quarters the way around the world, and whales that have to dodge that immense shipping traffic. Everything’s connected.”
The name “fast fashion” comes from the poor quality of the clothing and the quick discarding of it after only a few wears. Yet after these clothes are thrown out, they don’t disappear. Instead, they pile up, and increase these companies’ environmental footprint.
However, the industry is not entirely to blame. Consumers, regardless of how indirect, also play a prominent role in the growing issue as well. For example, 59% of GBHS students who voted in the Granite Bay Today Instagram poll said they had bought from a fast-fashion company in the past year.
“You are just absolutely bombarded with this manufactured need for constant consumerism . . . Then you’ve got this unrealistic expectation that every time you go out, you don’t wear the same thing,” Henderson said. “People are just spending money, even if they don’t have it, to keep up with that image.”
Elliott Naven of Plato’s Closet shared his sights on what clothes are seen at their stores. According to Naven, Brandy Melville and Levi’s jeans are in abundance. Some brands once dominated the resale racks, they lost popularity, such as Princess Polly and Gym Shark.
Mya Galvan has spent the past four years working as a fashion buyer for several resale stores, and she currently brings her expertise to Uptown Cheapskate, a consignment store in Roseville. Her firsthand experience has given her a deep, hands-on understanding of the fashion industry, allowing her to keep track of evolving styles and current trends closely.
Recognizable fast fashion brands are seen at Uptown Cheapskate, but unbranded items from Amazon and pieces from TikTok shop are also included in this demographic.
“Poor quality fast-produced styles make up a large portion of the items that I see being sold/donated right now,” Galvan said. “From pointed toe flats with buckles, to bubble skirts and aesthetics like ‘blokette core,’ it’s unfortunately not surprising that many of these niche internet aesthetics that reach virality on social media are often not kept alive for very long before they end up in thrift and resale stores.”
Yet, in recent years, sustainability has become trendy. Kaitlyn Kim, a senior at Granite Bay High School, finds herself often selling and purchasing clothes from second-hand sources, like Depop or the thrift store.
“I know that I shop a lot and so, to not contribute to a lot of the fast fashion that’s happening now, especially with the uprising of Shein, Romwe and Temu,” Kim said. “I really tried to limit myself and how much I engaged in that.”
GBHS students express themselves through a wide range of fashion styles. Some, like sophomore Violet Clemmer, naturally fall under the style that is currently trending right now. Her wardrobe usually reflects the aesthetic of Brandy Melville. Pieces like these are often affordable, but typically last about one to two years before the material is worn out.
“I feel like my taste has definitely evolved, and I discover new styles and new items from fast fashion, kind of brands, or popular clothing,” Clemmer said. “I usually donate them (when out of personal use), either to Goodwill or a local secondhand store, or just give them to family friends with daughters that are looking for clothes as hand-me-downs”.
While thrifting is one of the more common alternatives to fast fashion, there are other options for being more sustainable. This includes purchasing higher quality clothing that lasts a long time, upcycling old articles of clothing and turning them into something new.
“I think there are many different things that contribute to the ongoing issue that is fast fashion, so in my opinion there is not really any one-size-fits-all solution,” Galvan said.
Consumer culture has long been a part of our history–fast fashion is just a modern result and will only continue to expand as media’s influence does too.
