Fast Fashion – The True Cost

Fast Fashion


If you’ve ever bought a top at H&M for $9.95 or swung by Forever21 for a $3.90 pair of leggings, there’s a decent chance that the question of how fast fashion companies keep their prices so low has crossed your mind. You probably even know the answer: That somewhere down the supply chain, the clothing is getting produced for pennies by workers being paid even less. But it can be hard to think about this dynamic in a way that’s anything but abstract, and concern is fleeting when a new pair of workout pants costs only a few cents more than an order of chips.

However, a new documentary called “The True Cost” makes the ramifications of fast fashion very clear and very concrete.

In order to keep their costs as low as possible and therefore maximize profits, many mass brands force factories in countries like Bangladesh and India to compete against each other on pricing. Because the manufacturers want the business so badly, they play ball, agreeing to lower and lower rates for their work. It shouldn’t come as any surprise that the people who lose out most are the factory workers, 85 percent of whom are women. One such woman interviewed in the film says that when she and a number of other workers attempted to form a union to demand higher wages, they were locked in a room and beaten.

“It’s not only price pressure,” says one factory owner of big brands’ attitudes toward manufacturers abroad. “It’s ignoring other people’s lives.”

It’s painful to watch, made more so by the very few brand executives that allowed themselves to be interviewed for the film. Kate Ball-Young, who works in product development at Joe Fresh, tries to argue that there’s “nothing inherently dangerous” about sewing clothing. And then you see footage from the Rana Plaza factory collapse.

Director Andrew Morgan traveled everywhere from India to Texas, speaking with cotton farmers, factory workers, company execs, fair trade brands, economists and environmental activists. When it comes to that last issue — the environment — the film’s strength lies in showing that abusing the planet hurts its human inhabitants, too, and not just in the long term. An cotton farmer in Texas named LaRhea Pepper became an advocate for organic practices after her husband died from a type of brain tumor common among conventional cotton farmers. In the Punjab region of India, the use of pesticides in cotton farming has lead to a spike in cancer rates and birth defects in the children of farmers.

The thing about “The True Cost” is that Morgan isn’t trying to tell us not to buy clothing. He’s saying that we shouldn’t enable the cycle of mass production, consumption and disposal on which companies like Topshop and H&M are built.

“I don’t want anyone to walk away from this film and think less of fashion,” Morgan explained at a screening of the film last week. “I don’t want to feel guilty if I love the things that I love to wear. What I’m trying to get through is: let’s all take a step back from this incessant process of consuming mediocre stuff. And let’s go back to a place where we invest in pieces of clothing that we love, that we’re going to wear, that we’re going to hold on to.”

Story by Eliza Brooke for Fashionista.





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  1. There’s a PhD student, Holly Kaye-Smith, at UWS doing work around this subject also.
    She makes videos – one shows images of Chinese villages where cloth is dyed for cheap clothing. The residue is let out into waterways and the local residents are given chemicals to add to their drinking and bathing water to make it ‘look’ clean. Many of the children have rare cancers now. Trouble is it’s not about how much we pay for our clothing – we just know that someone else is ‘paying’ for our cheaper items, maybe they are for the expensive ones as well.

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