Why do we need fast fashion

What is sustainable fashion?

Buying behavior

We buy and buy - but do we even need the things? No, but many people feel the need to go shopping. Because it is associated with positive feelings. Germans buy an average of around five items of clothing a month. That's a huge amount if you extrapolate that to all 80 million people in Germany!

Greenpeace has carried out a study on consumer behavior. 1,000 women between the ages of 18 and 40 were surveyed: Around 60% of women have too much clothing. On the other hand, 50% own too many shoes. 45% of women also have too much bags and accessories in their wardrobes.

Fast fashion - cheap and fast

In the meantime, many people are only interested in buying a lot and as cheaply as possible. But that's really not good for our environment. Most of the clothes we buy are called "fast fashion". Fast fashion is fashion that is produced quickly and therefore even under poor conditions.

Big companies like H&M, Zara or Primark try to sell their clothes as quickly and as cheaply as possible. Production then takes place in Bangladesh, for example. The people there earn extremely little, they also work long and hard. If the companies produce cheaply, this means more profit (i.e. money) for them.

Above all, the fast fashion items don't stay in the closet that long. The quality is often not that good. Cheaply produced goods often break down quickly, wear out or quickly no longer look beautiful.

Slow fashion is sustainable fashion

Slow fashion is also called sustainable or green fashion. It stands for good quality and clothes that hang longer in the wardrobe. There are now a lot of sustainable small shops that produce their products sustainably. On the internet you can find out very well which brands are sustainable and which are not.

Sustainable fashion describes clothing that does not harm people or animals during production. It means that…

  • the materials are organically grown,
  • no or few chemicals and less water and energy are used for processing,
  • it fair There are conditions for the employees (e.g. no child labor, correct working hours, fair pay) and
  • the transport routes are not very long.


"Upcycling" is now one of the trends. It's recycling old clothes. These old clothes are spiced up again in some way or processed until something new is created. Upcycling isn't always about clothes. You can also take objects, for example you can make beautiful candle holders out of glass bottles.