Fast fashion, a way of life pioneered by the likes of Zara, Forever21 and H&M has become quite popular in our times. Its so appealing to our fundamental need to look fresh and new that we never pause to think what is it taking away from us. We continue to believe in “more the merrier” and continue to believe in the myth that we are paying less for what we are getting - a bargain, a deal! An ongoing saga where clothes become quickly disposable and the social pressure to follow a fast fashion lifestyle has become everyone’s “fashion mantra”.  Admit it girls, we all have done it and are equally guilty of spreading this lifestyle by judging those who don't refresh their wardrobes every week/month/year (pick your time horizon!). The idea of being able to afford a big wardrobe, off course, has to be a happy ending of every fashtionista’s fairy tale. But at the end of it all, it is only a fairy tale! But the problem is far bigger – child labor, poor working condition, clothing industry is the second highest polluter of clean water and one of the biggest contributor to landfill.

We all want to look good and we are addicted to fast fashion. So how do we stop the heavy environmental impact? Is there a workaround to this addiction? The change is difficult but not impossible! It is easy to take the increase in organic food consumption for granted – the increase didn’t come about by any accident or chance; it was necessitated by high consumer demand and awareness! As a consumer we have the power to change what the fashion makers serve us every season. But we need to arm ourselves with more awareness.

Some companies are working hard to slow down the environmental impact of fast fashion. Taking baby steps! Remember, ethical fashion doesn't necessarily mean trade off with unattractive options — and these companies are just few examples to prove that point.

Adidas  using recycled ocean plastic to manufacture its shoes.

Rent The Runway offering current-season contemporary and designer clothing and accessories.

Siizu dedicated to exclusively using textiles that are 100% organic and eco-friendly (even the packaging is completely recyclable!).

Agaati socially conscious brand that creates bold, feminine, limited edition women’s wear while caring for our environment and artisans around the world.