“If the industry keeps up its exponential pace of growth, it is expected to reach 160 million tons by 2050.”
According to Fast Company, “apparel companies make 53 million tons of clothes into the world annually,” and the amount has surely increased since the article’s original release in 2019. While brands like H&M, Topshop, and Zara have been the brunt of overproduction complaints, even luxury brands measure growth by increasing production. The brands then have massive amounts of clothing and can ensure that customers never tire of inventory. By replicating streetwear and fashion week trends as they appear in real-time, these companies can create new, desirable styles weekly, if not daily. According to author Elizabeth Cline, this started when Zara shifted to bi-weekly deliveries of new merchandise in the early aughts. Since then, it’s been customary for stores to have a towering supply of stock at all times, so brands don’t have to worry about running out of clothes. Nowadays, fast fashion brands produce about 52 “micro-seasons” a year-or one new “collection” a week. According to the Sunday Style Times, “It particularly came to the fore during the vogue for ‘boho chic’ in the mid-2000s.” However, it wasn’t until a few decades later, when fast fashion reached a point of no return.
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