Since the 1990s, fast fashion has enabled everyday people to buy the latest catwalk trends. But the sheer volume of garments being whipped up, sold and soon discarded is contributing to a global sustainability crisis.
Most ultra-fast fashion brands emerged in the late 2010s following the most well known, Shein, founded in 2008. These online, direct-to-consumer brands exploded in popularity during lockdowns, with Shein holding the title of the world’s most popular brand in 2020. The brand has also forgone in-house designers. Instead it works with independent suppliers who can design and manufacture a garment in two weeks.
Read more: Fast Fashion: Why garment workers' lives are still in danger 10 years after Rana Plaza — Podcast As one of the world’s first industry-led collective product stewardship initiatives for clothing textiles, Seamless presents a unique opportunity to drive change towards a more sustainable and circular fashion industry.
Shein and Temu are estimated to earn a combined $2 billion in sales in 2024, with customers from all walks of life.