If you look closely at the logo on the clothing you’re wearing right now, it’s likely that it’s made of a synthetic fiber.
And they were almost definitely made elsewhere.
Australians are now the country’s biggest style users, new research has revealed, with each individual buying more than one new item of clothing per month.
Millions of tons of those garments will end up in waste each year due to the synthetic fibers found in about two-thirds of those clothing.
Related fashion trends can be found in France, but that may quickly start to change.
The country in Europe is expected to take the historic action of defending the mass-produced chemical clothing giants, a landmark step.
And fashion advocates for responsible living believe Australia should follow France’s example.
Trending apart from ultra- rapid fashion
A bill that was overwhelmingly passed in France’s lower house of parliament does prohibit advertising in ultra-quick fashion, and each item will be subject to a fine of up to 10 euro, or about $16 per item, by 2030.
Strong fashion, with higher production costs and higher level, burst onto the international financial scene a few years ago.
Newer, ultra-quick clothing stores like Shein and Temu have simplified the design and manufacturing process to a few hours.
“What we’re seeing today is businesses that are producing 7, 000 to 10, 000 items per day”, said Amanda Butterworth from Fashion Revolution, which was part of the campaign for the new policy in France.
“These enhanced volumes and lower prices influence customer buying habits, creating getting impulses, it’s creating a continuous need for regeneration— which we know has climate consequences.”
Ultra- quickly, or throwaway, clothing companies like Shein goal Gen Z consumers via social media influencers, aggressive advertising — and perhaps a “reality” competition show featuring Khloe Kardashian.
Slowing down fast fashion
According to Nina Gbor, director of circular economy and waste at the Australia Institute think tank, ultra-fast fashion sells for as little as $2.50 for a coat.
She wants Australia to impose ultra-fast fashion and follow the trend in France.
“One of the reasons it’s so cheap is because there’s a lot of modern slavery being used in making those clothes, where people are exploited and … work 16 to 18 hour days,” Ms Gbor said.
“We need to take into account when we’re buying our clothing how the clothes are made, what materials are being used, and the toxic chemicals in the clothing.”
“You realize that cheaper is not always better.”
Shein and Temu were expected to generate $2 billion in sales this year alone in Australia, according to Ms Gbor.
What this means is that the over-consumption and waste crisis will only get worse unless there is reform, she said.
Every year, Australia discards about 200 000 tonnes of clothing, the majority of which end up in landfills here or exported overseas.
Thousands of tonnes of clothing that has been given in Australia are shipped overseas. (Supplied: OR Foundation)A levy on each new item sold and an immediate stop to exports of used clothing would aid in the creation of a local textile recycling sector, according to Ms. Gbor.
While France’s bill still needs to move through its Senate, the legislation will define ultra- fast fashion based on production volumes, turnover speed and other criteria.
Reviving Aussie natural fibres
The footwear and fashion sectors account for one-fifth of industrial wastewater pollution and contribute to 10% of global carbon emissions.
And only three out of every 100 items of clothing are produced here.
Sustainable fashion, farming, and environmental organizations claim that consumers should change their purchasing patterns and slow down their fashion.
Producers of natural fibers are applauding France’s decision, which they claim could open up Australian and plant-based fiber markets.
On the surface, Australian Wool Innovation CEO John Roberts said, “I think it looks pretty good for natural fibers like wool.”
“But I’m not going to start popping corks just yet, I think the important thing is the devil’s in the detail.”
According to the Australian Fashion Council, governments should be investing more to support the local cotton and wool industries.
I fully understand why the French have taken action to pass legislation of this nature, according to council CEO Jaana Quaintance- James.
The ultra-fast fashion companies they’re targeting have had a significant impact on the local industry in Australia as well.
Because those ultra-quick fashion items are directly imported by consumers, there are no import duties due, which makes pricing at a level that Australian businesses are unable to compete with difficult.
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