Fast Fashion: The Fall of a Modern Empire
- Thrifting Project Team
- Jul 20, 2020
- 2 min read
Forever 21 has been considered the poster child for fast fashion. Founded in the 1980’s, Forever 21 was one of the first stores to introduce production at the highest rates and lowest prices, making billions of dollars every year and expanding fast. A jump to dozens of countries in a span of only six years signalled the wake of its success during the early 2000’s. However, the mega-store recently filed for bankruptcy, announcing its plan to close hundreds of stores across the U.S., and ultimately around the world.
Some have blamed this sudden crash on similar digital stores taking over the young market like FashionNova, Romwe and Shein. Even as it appears Fast Fashion is disappearing with the sudden uprise of higher quality sustainable clothing, new online brands seem to suggest less a mere pivot to a different form of shopping. Not only are these brands even cheaper than Forever 21, they operate on a format all too familiar to the young demographic that Forever 21 has relied so heavily on. The ease of shopping on a phone or through an app threatens to speed up and enhance the growth of this harmful industry.
However, others believe it signals a change in taste amongst teenagers and young adults in the U.S.. Recently, Forever 21’s less than ethical practices have come to light and have spread across social media, pushing an already exceedingly progressive generation to find other options for shopping, ultimately raising awareness to the sustainability of brands that had previously been left unnoticed. The fall of Forever 21 comes not long after a sudden surge of financial trouble for big department stores like Sears, Macy’s and Penny’s.
Even as younger generations strive to buy sustainably, price tags pose a new challenge. One of the largest appeals of these brands was the rock bottom prices, allowing summer jobs and allowances to buy a whole new closet. Even as sustainable brands become more trendy and more appealing, continuing to produce and sell ethically comes at a high price. Stores like Patagonia and Reformation have been in the sustainable clothing game for a long time, but have only recently faced the challenges that come with marketing to younger people.
It seems as though one must choose: break the bank, or break the planet.
But that’s not the case.
Thrifting has also picked up speed in the fashion community, with the prospect of finding vintage or expensive brands for the same dirt cheap prices as fast fashion brands. Research showed that almost 69% of Forever 21’s sold clothing ended up in landfills. Some believe that by donating clothing rather than throwing it out, they are eliminating the problem entirely. And while donation is a start, it doesn’t solve the problem at all if people aren’t willing to give it a second life.
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