New companies with mission statements to use solely recycled materials have started to pop-up all over the world. Even well established brands such as Nike or Adidas have started to create lines of products made with recycled materials. However, despite these efforts, I sadly believe that fast fashion will continue to dominate the fashion industry in the years to come due to two factors. Most consumers remain uneducated about the negative impacts that fast fashion has on the environment and mindlessly partake in society’s consumerist culture. Therefore, they fall subject to marketing schemes fast fashion companies employ. While some may say fast fashion companies are talking about becoming more sustainable, they still aren’t taking adequate action.
Wu, Megan, "The Fast Fashion Fad" (2020). Pop Culture Intersections. 45.