Fast Fashion is characterized by cheapAussie Gorgeous Reindeer Crewneck shirt . trendy apparel, inspired by catwalk fashion or celebrity culture. Brands turned trends into garments that landed in high street stores at breakneck speed. Low-cost fashion peaked in the late 90s and the 2000s, with the advent of online shopping. It was also around that time that retailers like Zara, Topshop, and H&M took over. Fast Fashion brands have some key common characters, some of which include
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An extensive array of styles, all touching on the latest trendsAussie Gorgeous Reindeer Crewneck shirt . An almost nonexistent turnaround time between when a style is seen on the catwalk or worn by a celebrity, and when it hits the stores. Limited quantity of certain styles: an idea pioneered by Zara. As stores see fresh stocks every few days, shoppers worry that if they miss the opportunity to buy something they lie, they might never get a second chance.Fast degradation of the garment, due to the use of cheap, low quality materials. Users can wear them just a few times, before they end up in the landfill. We may not realize, but Fast Fashion has a massive impact on the planet. For one, with the speed by which garments are produced, it follows that consumers dispose larger quantities of clothes. This can blow up the amount of textile waste all over the world. Because there is pressure to reduce costs and expedite production processes, environmental corners are cut. One of its biggest negative effects includes the use of cheap, toxic textile dyes. The large-scale use of these pollutants make the fashion industry the second largest polluter of potable water all around the world, second only to agriculture. This has prompted organizations to pressure brands to discontinue the use of dangerous chemicals. Greenpeace for example, has been one of the staunchest proponents of this cause with their Detox The Catwalk campaign.