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Ultra-fast fashion that attracts young people while destroying the environment

Boohoo in the UK, SHEIN in China and Emmiol in Hong Kong operate the same internet-based business model, producing products and collections with incredible speed and rock-bottom prices.

So-called “super-fast fashion” has gained legions of trend-setting young fans who buy relatively cheap clothes online amid soaring inflation, but the burgeoning genre has a darker side. Hiding environmental issues.


Boohoo in the UK, SHEIN in China and Emmiol in Hong Kong operate the same internet-based business model, producing products and collections with incredible speed and rock-bottom prices.

They are in fierce competition with better-known companies.”fast fashionChains with physical stores such as H&M in Sweden and Zara in Spain.

People under the age of 25, popularly known as Generation Z, love ordering super fast fashion multiple times and getting it in the mail.

“Earth Impact”

However, the environmental group Greenpeace claims that it takes 2,700 liters of water to make one T-shirt, denouncing the phenomenon of “disposable clothing” as extremely wasteful.

“Many of these cheap clothes end up in huge dumps, where they are burned in open fires and washed along riverbeds into the ocean, with dire consequences for people and the planet,” the environmental group said. says.

Photos of piles of shoddy clothing either returned to sellers or discarded shortly after purchase have gone viral, highlighting the enormous amount of waste.

Nonetheless, demand for low-cost clothing has skyrocketed due to decades of high inflation, leaving many COVID-19-affected high-street stores saddled with heavy overhead costs. I am struggling with competition.

SHEIN generated $16 billion in revenue. global sales Bloomberg said last year.

cheap mirage

A customer buys a T-shirt for £4.00 ($4.80), but a bikini or dress sells for just £8.00 a piece.

For Laura, an 18-year-old French high school student from Nancy, SHEIN shopping has become an inexpensive hobby.

The brand simply allows her to follow the latest trends “without spending an astronomical amount of money,” she told AFP.

Lola typically places 2-3 orders per month on SHEIN with an average total value of €70 ($71) for about 10 items.

Younger demographics like Laura, who are the target demographic for ultra-fast fashion, simply have less cash to spend.

According to Valerie Gillard, an economics professor at Paris Dauphine University, these consumers “want quantity over quality” in clothing.

Founded in late 2008, SHEIN now has a significant global presence and is sold worldwide. social media network.

“Transportation” video

Customers post so-called “haul” videos online. There, they unpack SHEIN, try on clothes, and review them.

That’s what makes it popular on TikTok, and it’s popular among teenagers and young adultInstagram and YouTube also have such videos.

On TikTok alone, the hashtag #SHEIN was mentioned 34.4 billion times and #SHEINhaus 6 billion times.

Brands expand their reach through low-cost partnerships with large numbers of people Social mediabuild trust and increase sales.

Marlene Gallagher, 45, an Irish social media influencer who works with companies such as SHEIN, praised the store for offering a wider selection of sizes than a typical store.

“They are second to none when it comes to options for plus-size women,” she told AFP.

climate emergency

However, the industry has a reputation for devouring precious resources and destroying the environment.

Ultra-fast fashion companies have also been plagued by scandals over poor working conditions in their factories.

The Swiss-based NGO Public Eye discovered in November 2022 that some SHEIN factory employees were working up to 75 hours a week in violation of Chinese labor laws.

Britain’s Boohoo also faced criticism following media reports that its suppliers were underpaying Pakistani workers.

In addition, the French Environmental Transition Agency estimates that fast fashion accounts for 2% of global annual greenhouse gas emissions.

This is the combined volume of air and sea freight.

Meanwhile, the genre has garnered the ire of climate change activist Greta Thunberg.

“The fashion industry is a major contributor to the climate and ecological emergency. Not to mention the impact on countless exploited workers and communities around the world is the impact of fast fashion, which many treat as disposable. It’s being used for fun,” Thunberg writes. In the last year, encourage change.


Consumers need to buy 75% less new clothes to make their wardrobes sustainable


© 2022 AFP

Quote: Ultra fast fashion attracts young people despite destroying the environment (July 29, 2022) https://phys.org/news/2022-07-ultra-fast-fashion-charms- Retrieved 07/29/2022 from young-environment.html

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Ultra-fast fashion that attracts young people while destroying the environment

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