Fast fashion: Comfort vs ethics

Should the burden of sustainability be put onto college-aged women who just want to dress in a way that makes them feel comfortable and confident? This is the question I found myself asking after talking to women around Augustana’s campus about the contents of 

their closets.

Fast fashion became a typical form of consumption in the 1990s when clothing companies would send their production and manufacturing to other countries where they could pay workers less in order to generate more profit. This model of fashion is widely known as unsustainable and unethical; it does produce clothing at a lower cost, though, making it economically friendly for consumers on a small budget. Some companies that take advantage of this kind of consumerism include SHEIN, Amazon, H&M and Zara.

Senior Jana Klawonn said she gets most of her clothes from thrift stores. 

“I am just a cheap person in general, and I don’t like spending money,” Klawonn said. “I think that clothes are ridiculously expensive, and I can find cuter stuff that lasts longer at second-hand places.” 

Thrifting is a common way to access cheap clothing and is known for being sustainable as it keeps clothing from being thrown away and provides a second life for attire that no longer works in someone else’s wardrobe. It also offers a wide variety of unique pieces in tons of different sizes. As young women’s bodies fluctuate in size and shape often, it can be difficult to rationalize investing a lot of money into a piece that may not fit you in a month. Granted, the pieces that continue to fit can serve as staples in a wardrobe for years.

Fast-fashion pieces are known for their short shelf life because they are not made with quality materials. Even though they hold this stereotype, some will wear these pieces until they are 

mere rags. 

Similarly, junior Kendall Backora says she will keep her fast-fashion pieces until they are unwearable. 

When you focus specifically on college-aged women, how much a piece costs must be taken into consideration. These women are paying for college tuition and a high cost of living; many also have a part-time job to help earn 

an income.

When asked about sustainability, Backora said she cares. She tries to shop sustainably as much as she can but, at the end of the day, it is hard to rationalize spending upwards of $60 on just 

one shirt.

Senior Cadi Streetar said many of her clothes are from SHEIN and echoed the same sentiment that, if she had the money to buy locally, she would.

“I literally do it because I love clothes, and it is the only way I can buy them,” Streetar said.

There still seems to be hope for a sustainable future for these women. Backora shared that when she is older and has a more stable income, she does not want to buy from fast-fashion companies anymore. 

This rationale is common and understandable among young women. When you have less money, buying from fast fashion is the easiest route to a variety of clothing, but when you have the money to buy sustainably, you should do so. Wanting to have a diverse wardrobe is normal, and where you buy it from should not make you 

feel guilty.

Streetar highlighted that the ethical and environmental concerns of fast fashion should not fall on the consumers; instead, companies and lawmakers are the ones with the resources to fuel change. 

The problems of fast fashion spread far beyond what we acknowledge them to be. In fact, other name-brand clothing companies also face allegations of unethical work conditions.

“People love to hate on SHEIN because of child labor laws, but Nike does the same thing,” Streetar said. “I think people think, because it’s more expensive, it’s not fast fashion — but it is.”

Streetar points out that the fast-fashion industry’s web has spun far beyond what we know. Even if you are buying locally, these pieces may still come from unethical backgrounds.

As college-aged women face this challenge, I have one reminder: Although you are the one deciding where to shop, wanting cute clothes does not make you a bad person — it just makes you a consumer. If you can’t get ethical consumerism off your mind, perhaps you can put yourself at ease by thrifting or buying from local stores for pieces you are willing to invest in. Ultimately, you have the choice — so what will you buy?