Confessions of a Reformed Fast Fashion Girlie (Kind Of)

April 2025, By Katie Brown

Because changing the world shouldn’t mean giving up cute clothes.

Let’s be real – I’ve clicked “add to cart” on Shein more times than I’d like to admit. The dopamine hit of getting a haul for the price of a Pret sandwich? Tempting. Too tempting. And yeah, I’ve worn outfits once, posted the pics, and then shoved them to the back of my wardrobe like they were radioactive. Because apparently, wearing the same thing twice on Insta or a night out is some kind of fashion crime (???). I grew up with that idea – outfit repeats were a no-go if there was even a chance someone might clock it.

Fast forward a few years, and something’s shifted. The guilt of those throwaway fits is louder. The landfill piles are higher. And the “new new new” culture feels a bit… tired?

Fast Fashion’s Real Cost

We all love a bargain, but fast fashion has some not-so-cute consequences. The fashion industry is responsible for around 10% of global carbon emissions – more than aviation and shipping combined. And according to MM-Eye’s 2025 Say Do Sustainability Study (SDSS), most of us do care. We want to make more sustainable choices. But the reality? It’s complicated.

Sustainable brands are often priced out of reach. The fit and quality might be better, but when you’ve got £30 to your name, are you really going to drop £100 on a top?

We’re trapped between good intentions and glossy Zara checkouts. It’s not always about not caring – it’s about access, habit, and the pressure to constantly be seen in something new.

What’s Actually Going On Behind the Seams?

That £5 dress isn’t cheap for no reason. Many fast fashion items are made in factories where workers face low wages, unsafe conditions, and long hours. And the environmental impact? We’re talking chemical runoff, water pollution, and mountains of waste.

In the UK, approximately 350,000 tonnes of clothing are sent to landfill each year. That’s about 30% of our unwanted clothing, equating to around £140 million worth of used but still wearable clothing.

So… what can we actually do?

Step One: Rethink What “Sustainable” Means

Sustainability isn’t about being perfect. It’s about being a little more thoughtful, a little more curious. Ask

Where was this made?
Who made it?
Where will it end up?

Start small. Repeat outfits. (No one actually cares as much as you think – and if they do, that’s on them.) Sell that “one-time wear” on Vinted or eBay, or donate it before it disappears into wardrobe purgatory. Give your clothes a second (or third) life.

Step Two: Get Creative with Your Clothes

Some quick wins:

Buy second-hand. It’s serious right now – whether you’re scrolling through Vinted or browsing your local charity shops, there are absolute gems waiting to be found. Shopping second-hand massively cuts down on emissions and keeps perfectly good clothes in circulation.
Mend or upcycle instead of tossing. Visible mending is actually a trend. Yes, really.
Look for better fabrics – organic cotton, bamboo, hemp, linen, or recycled materials are all gentler on the planet.
Wash less, air more. Laundry eats up energy – cool washes and fewer cycles help your clothes and the Earth last longer.
Swap with your friends. Honestly, fashion swaps should be a night out of their own.

Step Three: Support the Brands Doing Better

There are brands trying to do things right. They’re transparent about their supply chains, they pay fair wages, and they make pieces that last.

And don’t forget – the most sustainable outfit is the one already in your wardrobe.

A Final Note on Doing What You Can

This isn’t a call-out. It’s a call-in. I still get tempted. I still slip up. But I’m learning to pause and ask questions before I buy, and to actually wear the stuff I own like I mean it.

Because sustainable fashion? It’s not just eco-warriors and minimalist wardrobes. It’s for all of us trying to do a bit better, without losing our personal style – or our minds.

So yes, I’ve been that fast fashion girlie. But now, I’m also the one re-wearing the same blazer for the fifth time, scrolling Vinted instead of ASOS, and finally donating that dress that never fit quite right.

Imperfect progress is still progress. And that’s worth showing off – maybe even on Instagram.

If you’d like to learn more about SDSS or how our insights can support your business, get in touch at info@mm-eye.com or use the form below to book a consultation.