There Is Something Seriously Wrong With The Fast Fashion Industry

When was the last time you consciously purchased a piece of clothing or a pair of shoes?

If the word "consciously" makes you raise your eyebrows, that’s a natural reaction.

The truth is, brands you love and follow don’t want you to make conscious decisions.

ZARA, one of the most famous clothing brands on the planet, has a straightforward model for both making and selling their goods: speed. When it was first introduced almost a decade ago, the term "fast fashion" described the speed at which ZARA was able to create and then have their new articles in stores across the globe from idea to shelves: 15 days.

No wonder The New York Times, writing a piece on the phenomenon, proposed the term "fast fashion" to describe the idea. And if you think ZARA is fast, think about how sites like Temu or Shein are operating, literally creating on-demand pieces of clothing, with no regard to earth-friendliness or care for workers, which they then ship across the globe within days.

There are many problems when it comes to this practice. For example, there is not enough workforce available, legally speaking, to solve the equation. No matter how many workers you have, keeping up with the demand after a brutal marketing campaign is no easy feat. As a study published in the NHSJS states, fast fashion companies must use cheap materials and, of course, cheap labor, to keep up with demand.

"The manufacturing hubs for fast fashion are defined as places that violate more than one federal or state law governing minimum wage and overtime, child labour, industrial homework, occupational safety and health, workers’ compensation, or industry regulation. Under harsh working conditions, workers are getting paid below minimum wage and are putting their health on the line."

Why is Fast Fashion Controversial?

Fast fashion is a problem not only because of its unethical labor practices but also due to its environmental consequences. The sheer volume of production results in massive waste, with unsold or discarded clothing often ending up in landfills. On top of that, the materials used—often synthetic fabrics—shed microplastics, polluting oceans and harming marine life.

"To keep up with the ever-changing trends propagated by runway shows, influencers and frenetic social media fads, fashion connoisseurs and avid clothing shoppers can be quick to turn to the most convenient — and budget-conscious — options out there.

Often, that’s “fast fashion” offerings, from e-tailers with their endless feeds of wallet-friendly and of-the-moment garments or big box stores offering that knee-length trench coat or oversized flannel at sale prices." - CNN

How Bad is Fast Fashion for the Environment?

In 2025, fast fashion remains one of the leading contributors to pollution. The industry consumes vast amounts of water, contributes to deforestation, and is responsible for a significant portion of global carbon emissions. As consumers demand newer trends at an ever-increasing pace, manufacturers cut corners to meet the demand, disregarding sustainability. The environmental cost is staggering, from toxic dye runoff contaminating water supplies to excessive energy consumption for production and transportation.

"Fast fashion has a significant environmental impact. According to the UN Environment Programme, the industry is the second-biggest consumer of water and is responsible for about 10% of global carbon emissions—more than all international flights and maritime shipping combined." - Earth.org

The Rise of Viral Fashion

Social media has accelerated the rise of "viral fashion"—trendy items that go out of style as quickly as they arrive. Influencers and celebrities promote these pieces, creating a false sense of urgency among consumers. The result? Overconsumption, impulse buying, and an endless cycle of waste.

"The old system of biannual fashion seasons has blurred into a perpetual stream of newness. In this brave new world, shoppers are constantly on the lookout for that next binge experience and an Instagram post can make an item go viral overnight.

In recent months fashion fixations have included Beyoncé’s Kale sweatshirt, Adidas’ Stan Smith trainers, Birkenstocks, Kenzo tiger sweatshirts, Moschino fast food phone covers – and just about every outfit worn by the Duchess of Cambridge.” - BBC

The Hollywood Effect

While some Hollywood stars continue to endorse fast fashion brands, others have begun advocating for sustainable alternatives. Celebrities like Emma Watson or Suzy Amis Cameron are vocal about ethical fashion, encouraging consumers to support brands that prioritize sustainability and fair labor practices.

”Emma Watson is the first celebrity that comes to mind when talking about sustainable fashion. She uses social media to educate her fans about social and environmental issues, but she also leads by example. She wears and promotes sustainable brands all the time in her daily life and on the Red Carpet as well.

In 2016 she decided to take action to change the industry. She pledged to only wear sustainable fashion on the Red Carpet and she has worked with designers like Calvin Klein and Stella McCartney to create gorgeous sustainable outfits made of recycled plastic bottles and other sustainable, vegan materials.” - The Pretty Planeteer

Even Romanian sustainability advocates are becoming more and more vocal not just about the dangers of fast fashion, for the environment, manufacturing, and clients, but also about how to combat it in a sustainable, pain-free way.

"Since 2017, having begun to recognise "moral obligations" that came along with working as an influencer given her personal environmental beliefs were often at odds with many consumption practices driven by social media, Ciobanu has used her platforms to advocate for the fashion industry to become increasingly sustainable.

To this end she has accepted ambassadorships for Eco-Age, the No More Plastic foundation and the United Nations Development Programme and went on to study Business Sustainability Management at the University of Cambridge's Institute for Sustainability Leadership." - Wikipedia.org

How Lang.S Cures Fast Fashion

At Lang.S, we simply refuse to add to the cycle of environmental harm and exploitation.

Instead, we focus on slow, conscious fashion, creating barefoot shoes that are nature-friendly, many of which are completely vegan. Our mission is simple: to make stylish, high-quality footwear without compromising the planet, or the people who make them. Why? Why not give in to the trends? Why not release 3 models of shoes per week and then have marketing take it from there?

”Why? Simply because there is no Planet B. My three kids can’t fly to Mars, although the media would sometimes say they may, to live a pollution-free life. They have this planet, and this planet only, to raise their kids and live their lives after we’re gone. If crafting barefoot shoes with natural materials is making an impact, even a tiny one, in slowing down the craze of fast fashion, then we aren’t stopping.” - Maria Mihanta, co-founder at Lang.S by Tikki Shoes.

Vegetable-Tanned Leather

Unlike mass-produced shoes that rely on chrome-tanned leather—a process that releases harmful chemicals into the environment—we use vegetable-tanned leather on about a dozen of our shoes. This ancient, biodegradable technique ensures durability and comfort without harming ecosystems. Only 1 in 10 pairs of shoes today are made with vegetable tanned leather.

Former Plastic Bottles, Now Shoes

We also believe in giving waste a second life. Some of our shoe components are made from recycled plastic bottles, proving that style and sustainability can go hand in hand. By repurposing plastic waste, we help reduce ocean pollution and promote circular fashion. It takes longer to make these shoes but we’re not rushing anywhere.

Chrome-Free Leather

Our chrome-free leather eliminates the harmful effects of conventional tanning methods, making our shoes safer for both consumers and the environment. By using this alternative, we ensure that every pair of shoes we produce aligns with our commitment to sustainability.

A Future Beyond Fast Fashion

The world doesn’t need more cheaply made, disposable shoes.

It needs sustainable, ethical choices that respect both people and the planet. This is why Lang.S is dedicated to making footwear that not only looks good, but also does good.

If you decide on buying from us, apart from helping us turn a small profit and paying our talented craftsmen a fair wage, you’re helping yourself live on a planet that’s just a bit cleaner. It might sound like that’s not enough, but little by little makes a lot. Stepping away from fast fashion and into a future of conscious, responsible shoemaking, is the way to move forward.