What else could we call "fast fashion"?

Here are some suggestions

Welcome to another issue of The Crisps – your newsletter on anti-greenwashing and honest fashion communication. You can support us by subscribing to a free or pro subscription, liking, sharing, or commenting on our posts.

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A few weeks ago, we stumbled upon a LinkedIn post from Ahmed Zaidi, CEO of Hyran Technologies. In his post, Zaidi shared his thoughts on the missing definition of “fast fashion” and how we mix up completely different areas when we use the term: consumer behavior and production/supply chain aspects.

The term “fast fashion” is used to describe consumer behaviors like hyper-consumption, short use cycles, and huge accumulations of textile waste. It is also used to describe a business model that relies on quick trend cycles, overproduction, and cheap prices. We often associate environmental and social justice issues with “fast fashion”.

But, as we explained in last week’s newsletter, these issues are not unique to “fast fashion”. They are systemic and also apply to other segments. So framing “fast fashion” as the only villain is not helping to push the industry in a better direction.

The post sparked a discussion that is worth looking into! And it shows again that the term “fast fashion” needs a binding definition – or better yet let’s think of another name.