We're constantly bombarded with media that puts pressure on us to buy newer and trendier clothes. Just to throw them away when they're no longer in style. Producing clothes also pollutes water and churns the carbon dioxide. The fast fashion model pioneered by Zara means that brands are churning out large amount of clothing per year. But companies say that's about to change because we can now buy eco-friendly fast fashion! And also recycle our clothes when we don't want them anymore! But can we believe them? 

Inditex, Zara's parent company nad H&M group are two of the biggest fashion retailers in the world, and both have collections that claim to reduce the environmental impact of making clothes. Not only that, but the two fashion giants say they are making their entire brands more sustainable.

Let's take a look at these promises, is starting with materials. Main material at Zara and H&M as well as worldwide our polyester, which accounts for 52% of total fiber production, and cotton, which is around 24%. PET is different name for polyester and is the same type of plastic that's found in water bottles. Actually, 60% of PET production goes to textiles, and only 30% to water bottles. The material is produced from petroleum, and the process uses lots of energy and releases carbon dioxide as well as acids and ammonia into water supply. Recycled used upto 60% less energy than virgin material and can be made from textile scraps and plastic trash. But inconsistencies in the threads can make it require more dye and polyester fibres can shed microplastic fibres when washed, which end up in the ocean and also in our food. Cotton doesn't have these problems but is still a chemical and water intensive crop. 

 Is the production process sustainable? Because an item of clothing is made up of many different materials all manufactured in different ways, it's hard to make each piece less harmful to the environment. This is also the reason why recycling clothing is much harder than H&M and Zara would seem to claim. 

Then what about recycling? There are re-sold, re-used and recycled clothes but not in the proportions you might think. Over half of donated clothing is sold overseas. The rest is mostly turned into industrial material, burned, or goes to landfills. Less than 1% of the material used clothing is recycled into new clothing due to lack of technology.  The problem is that too much clothing is produced, and bought whether the clothing is eco-friendly or not. More clothes mean cheaper prices, low quality, and more ending up in the landfills or burned.

But it's not just big fast fashion brands, it's the fashion industry in general and our desire for constantly changing outfits that need to hit pause. We need to think about how we shop and what we are really calling for. So what do you do when you want to buy new clothes? So ask yourself not only who made your clothes and what they are made up, but also, do I need these new clothes?