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The impact of fast fashion on the environment is significant. Recently Zara, one of the largest fast-fashion retailers (零售商) in the world, put forth a concept that only sustainable fabrics are used in clothing production. But how can Zara ever be sustainable? They produce around 450 million garments (衣服) a year and release 500 new designs a week, about 20,000 a year. Zara’s fast-fashion model has been so successful it has inspired an entire industry to follow them.

Clothing production doubled from 2012 to 2022. The average consumer bought 60 percent more clothing in 2022 than in 2012, but kept each garment half as long. And less than one percent of all clothing produced globally is recycled.

I spend a lot of time reading the corporate social responsibility reports of large brands and interviewing micro-to-small sized enterprises to see how they approach sustainability. The largest significant difference between them is culture.

Small brands focus on creating a culture of sustainability by using strategies like producing made-to-order, so they are not making more than what is sold. Most small brands are opting to work under, an “anti-fashion calendar”. They choose not to follow the intense seasonal calendar that fashion functions under. They do this because waste is one of their biggest concerns. They also design clothing to be of the highest quality, ensuring durability and longevity, so you may keep it longer.

Fast fashion is a “grow or die” business, and the fast-fashion growth model used by all large companies is predicated on limitless growth. Large global corporate retailers are not seeking to change their fundamental business model or create cultures of sustainability. That would require re-working their entire business structure and ultimately hurt their bottom line.

I would start to believe Zara and other large fashion brands had good intentions to fight climate change if they started to look at how to move away from their continuous offerings of weekly new products. They need to introduce alternative sustainable business model practices. One small step could be to offer repair or tailoring services. Tailoring creates clothes that fit perfectly, subsequently increasing their emotional value, so that we love them and keep them longer.