Fast Fashion Brands: Adidas, Levi’s, Zara Stopping Fast Fashion Waste

Fast fashion brands have accelerated the carbon footprint of the fashion industry and some of the industry’s biggest names are stepping up to help make positive change.

Concern and scrutiny continue to mount against the fashion industry due to its increasing carbon footprint. Statistics reveal that nearly 97% of all clothing that is purchased eventually ends up overflowing landfills and producing unrecyclable waste due to the mix of textiles in the garments. Standout fast fashion brands are being targeted as top-of-the-pyramid leaders who need to make a difference and set an example.

With the fast turnaround of consumers who like to “remain in style” and the constant push to keep up with trends and disregard past styles, consumers throw away their clothes wastefully. This also leads to approximately 60% of clothes being thrown away within only 12 months after being produced.

Fast fashion brands like Shein and Zara have been ramping up production and sales of cheap garments that add further fuel to the carbon footprint fire.

All of these factors have been exacerbated by the rise of the fast fashion industry, global production, and cheap plastic fibers. As a result, the fashion industry has grown into a multi-trillion sector that also produces nearly 10% of all greenhouse gas emissions. Furthermore, as other sectors improve their carbon footprint, the fashion industry is on track to produce nearly 25% of the world’s global carbon budget by 2050 according to industry predictions.

Carbon Footprint Solutions

Levi Strauss has stepped up its sustainability plan by working with the concept of a circular economy that promotes recycling. Their 501 jeans are now being made with 40% fiber from Renewcell and 60% organic cotton. This practice also reaches into all portions of the jean including the red tab, stitching, labeling, and rear patch. 

Adidas has plans to switch to recycled polyester completely by the end of 2023 and is ahead of their initial goal which targeted 2024. 

These major developments are only part of the battle to save the planet, as consumers will need to alter their behaviors when it comes to shopping for clothes and throwing them away. A larger push of awareness and acceptance or responsibility also needs to permeate the social fabric on a much deeper level.

The final piece of the puzzle is how legislation enforces new measures help alleviate waste disposal and promote recyclable materials.

For example, New York State has been working on a Fashion Act to help regulate the recycling practices of fashion companies.

The future of the fashion retail industry and our planet has sped up like never before, and the proper actions need to take place sooner than later.