Fast fashion is a fashion process where retailers rely on mass production to generate cheap clothing at a rapid rate in response to the latest styles and trends. The low cost of garments tempts consumers into purchasing new clothes with each new trend. Meanwhile, their old, unwanted clothes contribute to environmental waste.
As a known fact, supply creates its demand. The retailers bring more clothes with higher profit margins and thus engines a fashion hype. The runway fashion shows, the millennial aesthetic clothing trends, and the urge to stay fashionable with the latest trends pump more waste than recyclable. The increased demand reduces the shelf life of clothing items. Thus, these clothes are dumped into the environment, contributing to land waste.