Fast fashion refers to the strategy in clothing retail to replicate high cost styles and trends at a fraction of the cost of name brands. Fast fashion does not necessarily mean inexpensive, as some fast fashion brands charge much more for their clothes than others. Their production and manufacturing standards are sub-par, and some of them have a reputation and a history of poor work conditions. The problem with fast fashion brands as it relates to our efforts and our concerns at Filtrol is the massive and devastating impact that fast fashion is having on our environment. 

Consider this:

The cheaper the fabric, the more likely it is that the fabric is made of synthetic fibers. Synthetic fibers are generally not biodegradable. They shed millions of microscopic particles of plastic when they are washed — particles that never leave our environment. They leave our homes and businesses and end up trickling into our water supply and food supply. They are consumed by animals. They are found in fresh water sources, in highest mountains and miles deep beneath the surface of the ocean. They are found in our beer and our cod. They’re everywhere. 

And given the low quality of many fast fashion products, they also don’t last. This means that even beyond shedding fibers, when they run through our laundry, they also have a shorter life and end up in landfills at a much higher rate. 

The summary is this:

– Before you buy, do your research.
– Don’t assume that clothes that look nice on a mannequin in a storefront are nice to our environment.
– Don’t equate affordable fashion with responsible choices.

The more you can research the companies you’re buying from and the more intentional you are about the fabrics you choose to wear, the more you’re going to help protect our environment. At Filtrol, we care about what you wear because we care about our environment. Pay attention to the clothes you buy and be intentional about the brands you choose. Together, we can get back to real water.